You’re in charge of a new project for your company. Let’s say, for example, you’ve developed a new, innovative training program that your company. This is your chance to shine. You’ve spent months putting together the program, the logistics and it’s perfect. Now it’s time to roll out the announcement to get people to sign up to attend. And, after all of your hard work, you want a great response.
Before you click "send" on that announcement email, check to make sure that you have the key components of an effective communication incorporated. Here’s a quick checklist to run through before you launch.
In the next few posts, I’ll go into more detail on each to give you more insight.
1. Audience-friendly. Focus your communication to your audience. Who needs to have this information? In our training example, do all employees really need to get an email about this, or would targeting your message toward front-line employees be more appropriate? Are you using the language that this targeted audience will understand? Talking in HR-speak will dilute your chance of getting a response from your communication – much less having them read past the first paragraph. 2. Tool choice. Are you communicating using the vehicles that your audience prefers? If your target audience is tech-savvy, what are the chances that they will read a good, old-fashioned paper memo? If your audience works in a role where they don’t have a computer in front of them, will they get an email, and how long will it be before they open it? Understanding how to reach your target audience increases your chances of getting your message across and getting them to take action. 3. Multiple communications. When you’re putting together your plan on how to communicate, be sure to use multiples: communicate multiple times using multiple communications. A simple example of this using the training scenario: you send your audience information about the training program in an email, discuss it at a staff meeting, and include it on a payroll stuffer, the more it will peak their interest the next time they see it.
4. Clear information. Be sure to provide all of the information your readers need to make a decision or take action. Give them a resource if they need more information or have questions – maybe a website or a person to contact? Is the communication focused with only one or two points to cover? Is it easily understandable by your target audience? Be clear, and address the questions that may arise. 5. Call to action. What do you want the reader to do? Have you given them clear direction? Do they know what they are supposed to do when they finish reading your communication? Does it tell them to sign up for the training - and how to sign up for it? Have you given them an enrollment deadline? Being clear on what you want your target audience to do will improve your results. How do your communications rate against these basics? Are there other checkpoints that you use before hitting that “send” button?
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