The Second Most Important Communications Tip?

In a previous article, I've suggested that most people are secretly asking to be led or guided in some way. Whether you agree with that opinion or not, you'll probably at least give the idea the benefit of doubt. Of the many tips experienced writers and web communicators can provide, the following guideline certainly comes close to the top of my list.

In your writing, speaking or presenting, perhaps amazingly, your readers, listeners or website visitors may overlook or ignore a wide range of perceived "faults" that we may appear to show. They may not agree with us, yet still read, listen to or consider what we have to say. However, there's one trait, that probably few will tolerate. One of the worst "sins" we can commit is to be boring. I suggest that many readers will forgive other "mistakes" - some may not even notice them. However, sentence after sentence of boring drivel gets noticed - for all the wrong reasons! Never be boring.

Key tip: hundreds of millions of dollars are spent on corporate literature each year, yet most documents fail to deliver on their promises. Why? I suggest that there is one overriding reason: not connecting to target readers in ways that are sufficiently relevant and engaging to each person reading. Often, publications simply focus too much on presenting faceless features of a produce or service and neglect the individual human connection. For products and services that are used by people, users are individuals and each reader or viewer likes to be addressed as a unique person. Marketing materials that demonstrate a likable, more trustworthy personality or provide a personal "feel" stand a far better chance at connecting with buyers.

So aim to make your writing, speaking or presenting possess as many of the following traits as you can:

Interesting.
Compelling.
Engaging.
Passionate, positive, enthusiastic.
Informative.
Intriguing.
Accurate.
Relevant.
Up to date, current.

To help illustrate further, below is a list of words and phrases that describe or provide clues to how successfully meeting any of the writing objectives above, can appear in practice. Documents and presentations that get noticed include some or all of the following characteristics:

Articulate.
Beguiling.
Enthralling.
Insightful.
Inspiring, motivating.
Invigorating.
Meaningful.
Poignant.
Profound.
Riveting.
Seductive.
Smart.
Transforming.

Key tip: give your readers a break! How: watch out for excessive wordiness. As writers and communicators, the temptation to ramble on is often strong. Even so, sometimes, more words are better than few words. The "trick" is to decide which approach is best. How: consider your topic, audience and message in depth. Most importantly, think about the purpose of your message, since understanding that key driver can often help you determine the best and most suitable approach. Generally though, pruning is not only good for gardens - good writers can cut and cut again, yet still provide a delivery that is worthy of your readers' time.

Finally, here are two more tips:

Make sure you break up your sentences into easily readable chunks.
When writing, use lots of white space. Why: it's free, relaxes our eyes and helps you fill your allocated space, while still presenting a professional finish.