An
obvious and often forgotten principle in communication is the need to
be simple. Demonstrated quite effectively the ‘KISS’ principle. Lest
your imagination run riot, it means ‘Keep It Simple Stupid’.
Intelligent people have a way with words. And the road to success is
simplicity. Simple words that grab you. Words that induce action. Words
like these:
“Friends, Romans, Countrymen, lend me your ears.”
“Government of the people, by the people, for the people.”
“Veni, Vidi, Vici.”
“To be or not to be.”
“That’s one small step for man, one giant leap for mankind.”
People
who are in business have a lot to learn from political leaders. We also
have a lot to unlearn and forget. Very often, we carry the baggage of
our high school, and what is worse, business school vocabulary with us.
We want to tell the world we have read Six Weeks to Words of Power.
We fall back on jargon like the drunkard who leans on the lamp post for
support rather than illumination. We believe we impress the reader.
“Write to express not impress,” is a principle successful communicators
follow.
Say better. Say shorter.
Business
communication must be simple, absolutely clear and make a point.
Remember the reader’s attention span is limited. So let’s be brief.
As
the 19thcentury American folk humorist Joel Chandler Harris said: “When
you’ve got a thing to say, say it! Don’t take half a day… Life is short
– a fleeting vapor. Don’t you fill the whole blamed paper with a tale
which, at a pinch, could be cornered in an inch. Boil her down until
she simmers. Polish her until she glimmers.” Written or oral. Work at
it. Edit. Polish. Get results.
Get to the point. Quick.
As
Napoleon said, “If you want to take Vienna, take Vienna.” Yes, Napoleon
was right. Get to the point without fuss, without beating about the
bush. Take a look at this table.
Choose the simple word to the complex one.
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Why use this?
|
Why not use this?
|
|
So for that reason
|
So
|
|
But at the same time
|
But
|
|
Are in agreement with
|
Agree
|
|
But in any case
|
But
|
|
In the course of
|
During
|
|
In the final analysis
|
Finally
|
|
In close proximity to
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Near
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Advertising that is simple, sells.
In advertising, we have a success formula for communication. The 3 ‘S’s. are: Simplicity, Surprise, Smile.
And
here’s one ad that is part of (hold your breath) a 50 ad series run by
United Technologies Ltd., in the Wall Street Journal, several years
ago. It’s still worth reading:
And
finally, one rule in all communication, particularly in advertising:
“Make them laugh, make them cry, make them mad, but for God’s sake,
make them feel something.”
Simple isn’t it ? n
The author is the CEO of Brand-comm, a Brand Consulting, Advertising and Public Relations firm. Feedback can be e-mailed to
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Strike three.
Get your hand off my knee.
You’re overdrawn.
Your horse won.
Yes. No.
You have the account.
Walk.
Don’t walk.
Mother’s dead.
Basic
events require simple language. Idiosyncratically, euphuistic
eccentricities are the promulgators of triturable obfuscation.
What did you do last night? Enter into a meaningful romantic involvement or fall in love?
What
did you have for breakfast this morning? The upper part of a hog’s hind
leg with two oval bodies encased in a shell laid by a female bird or
ham and eggs?
David
Belasco, the great American theatrical producer, once said, “If you
can’t write your idea on the back of my calling card, you don’t have a
clear idea.”
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Issue BG43 Oct04
Related Items:
A Few Cost-effective marketing tips and practices
A Question of Brands
A Strategic Slip
Are you ignoring your brand ambassador?
Are you missing an opportunity?
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