In a crisis, clear communication is everything
Funnily enough, the last few weeks have made me wonder if I picked the right time to go freelance. But then I realised how many emails have been zooming into my inbox – from urgent messages from CEOs to frantic new sales to spur on online shopping – and it’s become clearer than ever that in these uncertain times, how you communicate with your audience is absolutely vital. So I’ve written a little list to prove my point:
Be clear
Be concise
Be upfront
Save the platitudes til later.
As a population, we’re relying more than ever on clear information – and we’re not always getting it. Emails that contain important information – what times are the supermarkets open, when will delivery slots be available, what about a refund for the event that just got cancelled – are more often than not endlessly long and about as clear as mud. One email I received seemed to be a general scolding of anyone who’d enquired about refunds. Another was full of love and care, but it took me three paragraphs before I found out what times I could shop and what times were dedicated for those more in need.
When you’re competing with countless other brands all saying the same thing, it’s always going to be hard to stand out. But being as clear, concise and upfront as possible makes sense. Bullet points are basic – but they get the job done. Subject lines are the best opportunity to tell people what they want to know. Being caring and calming is naturally important too, but don’t let it drown out the key facts. People won’t be reassured if they don’t know what they’re being told.
With social distancing and self-isolation now a way of life – and businesses working out how on earth they can survive this – effective communication is one of our most crucial tools. Let’s use it well.
If you need any help writing emails or articles or letters that help calm, not confuse, your audience – then let me know.
