mumitqo? What the Heck is That?

(Perfecting Your Messaging in Four Parts: Part 2– Clarity)

All across Canada, countless red and white banners flutter proudly. To half the viewers they read “mumitqo” (https://twitter.com/hashtag/mumitqo) . To the other half, they read “optimum”– it all depends whether you’re approaching from left or right.

That’s what happens when you print banners on see-through fabric and unleash your campaign without sufficient testing. And that’s also a perfect example of broadcasting a message which is meaningless to half the audience. The fabric may be clear, but the message isn’t.

Last week we looked at The Hook (https://us12.campaign-archive.com/?u=c5b0c09025ad045bf11bb02f5&id=b1c94345a0) , that is, the importance of grabbing the listener’s attention. This week we move on to ensure that, having seized the attention, we clearly make our point.

There are a thousand ways to improve your chances of being clearly understood, whether in speaking or in writing. Here are but a handful of the more important ones:

1. It’s never a safe bet to assume any of the following:

a. That the listener is paying attention.

b. The listener’s understanding of language is the same as yours.

c. The listener has the same background knowledge that you have.

2. Diction, cadence and voice projection actually matter.

3. Ambiguities and imprecise language will likely be interpreted in a way you did not intend.

4. A picture really is worth a thousand words. Good structure and layout are nearly as valuable.

5. Generally, simplicity beats complexity and the active voice outperforms the passive voice.

6. Well-told stories, examples and illustrations are the most economical and effective routes to clear understanding.

7. If you have an opportunity to review, revise or practice, do so. If you don’t have the opportunity, at least slow things down enough that your brain is somewhat ahead of your mouth.

These things increase your likelihood of being clearly understood.