Guest Post by Narciso Tovar
[Ed: I’m on vacation. Here’s the third of a week’s worth of guest posts.]
Say what?
One of the biggest gripes I have with people (myself included) is that we aren’t the best at … well, expressing ourselves clearly. We’re pretty good at things like naming what TV shows we like, what kind of foods we prefer and what movie may have seen over the weekend.
But when it comes to telling our own story (especially in business), quite often what comes out could have been said by Charlie Brown’s teacher.
Remember this?
Just a lot of gibberish
that only makes sense to those who are used to the internal shorthand of the team. With friends, this kind of thing can pass; we all have our peccadilloes and nicknames that only make sense to our individual tribes.
However, in the business of communications, how can we let this happen? There are lots of websites, presskits, etc. out there that are about as useful as a floppy disk for an iMac G3 (internal dialogue: “NERD”).
Like Peppermint Patty, did we fall asleep in the midst of translating the “kwaah-kwaah-kwaah”(Charlie Brown Teacher speak) for the masses?
I believe we take for granted that outside audiences will “get it” when they read our materials – be they website, company fact sheet, bio, whatever. But unless your external audience is comprised of people from your boardroom, it is safe to say that no one will get it.
Here are three tips to keep in mind to make sure your audience gets it:
Take a Quick Look
Take a look at what you have drafted (be it copy for your client’s website, a press kit, etc.) and take a quick snapshot of one piece. Does this one piece look like something that would make sense to your target audience? Or is it filled with jargon or industry-speak that can only be understood by 10% of your audience?
Take a Breather
It’s easy to get so entrenched in your own work that the fuzzy bits start looking clear. It’s kind of like working at a chicken farm or at a cattle ranch – pretty soon you forget about “the smell” until some “city folk” come in to remind you of the stench.
Give yourself a break to get some outside air and perspective.
Bring In An Outsider
Be it someone from your team who’s not involved with the drafting of the “working documents,” a colleague familiar with your particular industry or a family member, let someone else have a look-see. Having a fresh point of view on what you already have working almost always leads to improvement.
Communicators: what do you think? What other things have you done to help bring some clarity to your client’s materials? What have you done to help people on the outside “get it” for your clients?
Image: gomattolson via Flickr, CC 2.0
With more than 15 years of communications experience, Narciso Tovar is principal of Big Noise Communications – a communications consultancy that runs on Method + Moxie. He lives in Dallas with his wife, Rhonda, and has a strong track record in media communications, both “old” and “new,” with organizations such as Vonage and the Wall Street Journal Online.
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[…] 11, 2011 by Shakirah Dawud TweetThis is going to be a short, quick one. I read and commented on Narciso Tovar’s Friday post at Shonali Burke’s Waxing Unlyrical, where he talked about how we need to pull back on jargon […]
@ShakirahDawud That is indeed a really good point. Like @Narciso17 says, I think balance is key. I think what works even better is if we cut straight to the chase and ask them what they want to achieve, focus on their business objectives… cutting through their own jargon, in a way.
What I do is say, “Since I’m not *in* your business, can you explain it to me in layman’s terms?” Because I think even execs get stuck in their own jargon because of their own comfort factor. When they have to explain it simply, it helps them as well… and that helps us do the same.
@rockstarjen This Brings Up a Great Point, Jen – Getting Someone’s Feedback Who’s Not Anywhere Near Being Familiar With Your Client’s Industry Can Go a Long Way…Especially If Your Target Audience is Comprised of the General Public. Moms, Plumbers, Flight Attendants, People Whoe Work in Retail – Although They All Have a ‘Consumer’ Audience, Each one of Them Has a Unique Experience That Can Very Well Add to Your Marketing Materials…Not only b/c of Their Experiences, But Also b/c They Bring in the ‘What’s In It For Me’ Perspective.
Narciso Tovar
Big Noise Communications
narciso17
Great stuff, Narciso. I often run documents, messaging by my husband. He’s a plumber and a great barometer for much of my consumer tech clients. He likes gadgets, but he’s not up on the latest anything. I ask him to read or listen to it and then try to tell me what it means. It’s awesome when get makes an analogy that is spot one, but even more helpful when he “gets it wrong.” Running it by someone completely unrelated to your industry or audience can be very insightful and help you get to the core “so what” language.
That @MarketingMel is Good People :)
@MarketingMel Great Point, Mary Ellen – There is a Bit of Storytelling That Has to Happen Here. There Has to Be Some Kind of ‘Thru-Line’ That Connects Your Piece(s) to the Public. And, Yes ~ In Every good Story, Your Audience Has to Care. They Have To See That What You’re Delivering is Going to Make a Difference to Them…And They Have to See The Clearly…No Guess Work…Just Simple Straightforward Language.
Narciso Tovar
Big Noise Communications
narciso17
Love the video. We can all relate. Also, you combine two things here: storytelling and the importance of outside, objective viewpoints. That’s where we as communications consultants are so vitally needed. Thanks Narciso.
@narciso17 Glad to, Narciso. Finding a balance in communicating at “higher levels” is something of an art, eh?
Thank YOU @karenswim 4 Sharing The Love and Pondering If You ‘Get It’ http://ow.ly/5yMlt (cc @shonali) #Marketing #PR #Communications
Couldn’t agree more @Narciso17 . It’s often easy to forget that just as we as people are naturally inclined to judge people when we first meet them IRL, so too are we inclined to engage/disengage with a business based on the suitability of their materials/content.
@JGarant
Gald You Dig the Post, Jamie! I Really Like How You Described the Need to Have Material(s) ‘Readily Digestible’ for Your Audience. This Kind of Process Takes Some Time & Effort…And It’s Certainly Something That Needs to Be Taken Seriously…It Can Truly Make/Break an Opportunity.
Narciso Tovar
Big Noise Communications
narciso17
Thank you @narciso17 for writing such a great post on #PR!
Great advice Narciso- you absolutely nailed it on the head. At the end of the day, you need to make your material (or that of your client) as readily digestible across the media in which it being circulated- be it audio, video, text or a combination thereof. Without taking time and perspective, and testing this content against a target audience, you’re making it harder for those outside the organisation to truly ‘get it’.
Thx 2 @3HatsComm @rachaelseda and @ExpatDoctorMom 4 Sharing > ‘Do You Get It?’ http://t.co/W7RZKo9 #PR #Communications #Marketing
@karenswim Good Question, Karen. This is a Battle Worth Fighting For – You Have to Be Clear. The Rubber Hits The Road When You Consider How Many Sales / Opportunities Are Lost When A Prospect Walks Away Based on Something As Simple As Not Being Able to Understand What They See, Read or Hear. To Them, It Comes Off As ‘If I Can’t Get It Here, Why Bother….?…I Don’t Have Time to Read Through This 2-3 Times Over…Let Me See What The Other Guys Are Saying…’
You’re Basically Leaving Money on the Table…All Because You Aren’t Making Things Clear…Not Necessarily Simple, But Clear…And Because You Haven’t Bridged Back to a Real Business Value…for the Sake of Trying to Appear As ‘Credible.’
Tsk Tsk Tsk
Narciso Tovar
Big Noise Communications
narciso17
@ShakirahDawud You Bring Up a Good Point, Shakirah! I Believe That Having Some Balance With the ‘Tech Talk’ (i.e. Jargon) With the ‘Straight Talk’ is Key. This Way, The ‘Street Cred’ With the Industry (i.e. CTO’s, Analysts, Etc.) is Met, While the C-Suite (and Boardroom) Can See Real Business Value Quickly…Chances Are, They Don’t Really Have the Time (Or, Sometimes, theDesire) to Have a ‘Sit Down’ With the Small Group of Professionals That Can Drill Down With the Jargon.
Narciso Tovar
Big Noise Communications
narciso17
@karenswim “In my former corporate world, you could swap logos on every single piece of marketing collateral and not know the difference.”
I shudder to think of it, Karen!
Narciso, excellent points! In my former corporate world, you could swap logos on every single piece of marketing collateral and not know the difference. Sadly, everyone was convinced that they had to use corporate jargon and gobbledygook or risk credibility with their audience. So you were left with jargon free, dry as wood communication or jargon. On occasion you get new blood that wants to shake it up and when you do they allow fear to rule and strip the bold, clear communications until they look surprisingly like the same old stuff. Yet, it is a battle worth fighting because what’s the point of communicating if you are not understood?
I’ve been considering asking the question on my blog, about whether businesses when speaking to other businesses (or clients when listening to businesses) would rather hear the jargon or “straight talk.” I don’t use jargon much, but I’ve been conflicted about it recently because I’m wondering if it isn’t something that offers a bit of comfort (she can talk the talk, so probably knows what she’s doing). But at the same time, I don’t want to sound like everyone else! I like your advice, Narciso, thanks.
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Hey @michellefburke – Thanks 4 Sharing ‘Do You Get It?’ http://t.co/7WeZuv7 via @Narciso17 #Communications #Marketing #PR
@3HatsComm @Krista @HowieSPM Taking a Deep Breath and Counting to 10 Can Lead to Great Things…! I Remember When Working With Some Colleagues of Mine on a Press Kit for a Client in the Late 90’s (Before the Tech Bubble Burst) and Just Laughing About How ‘Scalable’ or ‘End to End’ a Particular Item Was.
Just Keep It Clear n’ Simple. Because, At the End of the Day, You’ve Got to Make Sense to Your Audience…and Not Come Off With Some ‘Kwaah-Kwaah-Kwaah’ ;)
Narciso Tovar
Big Noise Communications
narciso17
@HowieSPM Great Point, Dude. People That Work on Any Kind of ‘Technical’ Product or Service Are Very Vulnerable to Silo’ing Their Communications. Makes Perfect Sense Why. You’re Having to Delve Into the Nuts & Bolts of a Project and ‘Really’ Explain What Makes This Different. Problems Arise When You Lose Sight of How Explaining the Unique Traits of ‘X’ Needs to Bridge Back to a Real Business Value.
Sure, It Can Still Be ‘Technical’…But It Has to Make Sense to The Fella Writing the Checks :)
Narciso Tovar
Big Noise Communications
narciso17
@Krista I’m Glad You Dig the Post, Krista! It Is SOOO Easy to Fall Into Working in a Bubble…This Kind of Work Requires That You Focus and Devote Some Time and Energy to the Project(s). So Having Some Healthy Perspective (On Your Own Work As Well As Others) Is Always Going to Be Key.
Otherwise, You End Up ‘Kwaa Kwaa Kwaa’ing’ to Your Audience…!
Narciso Tovar
Big Noise Communications
narciso17
Excellent advice sir. I think we tend to over-complicate things, reach for buzzwords and jargon as crutches, when it’s easier to just tell a story. When reviewing that copy, ITA with you: think about your audience and what they understand. Also when looking at the one thing, think about a first-time customer and ask if they’d get it. Taking a step back is all about perspective and the outside view, that’s everything. Also need to consider the different audiences you have; it’s not just one viewer or reader but a wider range.
Agreeing with @Krista and @HowieSPM stepping outside the bubble is crucial. I’m a solo so I have to learn how to think differently, like a client or one of their customers; sometimes I’ll reach out to a friend to ‘test’ something. Like Howie said about the R&D and focus groups, even the testing can be flawed if you’re not looking at how people would really use, read or learn something. I’ll read other works on a subject, find examples that the customer can relate to – then use that, make it about context and relevance if I can. FWIW.
Thx 4 Sharing @pr_in_pink > Burst Free fm Ur Bubble & Gain Clarity – Great #Communications Advice fm @Narciso17 – http://bit.ly/r2KBoY
Great post, Narcisco and one that is very timely with a project I’m undertaking– a website redesign (insert clash of thunder and lightning!)
I’m finding that many people in my working group are in their own bubbles, so I often have to act as the outsider to help understand their perspective. But my group is also in its particular bubble, so your points here are well taken and stand as good advice for those working on external materials. It’s always challenging but not impossible if you keep working at it and have a little patience.
Hi Narisco
Your last point is really important and goes for many many types of jobs. Engineers often design things how they think it should work, without maybe figuring out how people will really use something (automated customer service on the phone, poor ergonomics inside a care) or my industry Advertising where in their little bubble of making money by convincing brands that people love advertising and brands much more than we do. And somehow with all the R&D and testing and focus groups 9 of 10 new products fail in the marketplace. I think we all have bubbles of some sorts based on who we are and what we think we know.
I think fresh objective eyes and ears will always benefit.
Cheers!