Changing Times: Our Top 5 Tips For How to Write

BY Richard Revell | Springblog | 16/04/2020

How do you communicate effectively with your customers and clients?

That’s the question facing every business at the moment. Some are doing it very well, but most aren’t. The way you write is key to getting your message across effectively, so here are Spring’s top five tips to writing in changing times.

 1. Clear

This should always be your number one consideration when writing. Don’t try and impress people by using complicated words, long sentences and jargon, just keep it simple or you run the risk of your message becoming lost or confused.

2. Concise

Keep your communications short and to the point, or you will lose people’s attention.

This is something so many businesses struggle with. Plastered on the doors of every shop are guidelines on how to move, how to pay, how much you can buy, sometimes running to two sheets of A4. And because they’re so long people aren’t reading them.

It’s the same with the emails we got from the CEOs of every company we’ve ever done business with (and in some cases swear that we haven’t). Five, six, paragraphs long, (sometimes more!) explaining how they’re going to help us and protect their staff. Far too long, and again nobody will read them.

There’s nothing wrong with long-form copy as content, but when you’re trying to get a message across, brief is best.

3. Comprehensive

This may sound a direct contradiction to the point above, but it’s not. People need all the relevant facts, and incomplete information is probably worse than no information at all. Just don’t over-elaborate.

4. Creative

Just because it’s a crisis doesn’t mean you should stop using your imagination. Look at how comms from the World Wars such as ‘Keep Calm’, ‘Your Country Needs You’ and ‘We Can Do It’ are still in use today. Deceptively simple, but incredibly clever and effective.

5. Consistent

In times of uncertainty people look for familiarity. Don’t be tempted to let your brand position or tone of voice slip just because life is different at the moment.

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