« Keeping it simple is probably the most sophisticated goal in the world. "Steve Jobs reminds us, and as is often the case, he's right. 🙄 Communicating is not about proving that you know everything, it's about conveying an idea clearly. Unfortunately, in the age of information overload, this clarity is often undervalued…
So, how do you keep it simple, without complicating your life (and that of your audience)? 💡 For this, you don't need a long list of words, just these 10 tried and tested tips.a team We Are COM !
#1 – Simplify the objective
What do you really want: to inform, engage, convince, raise awareness, recruit, build relationships, or transform? At the risk of disappointing you, you can't do everything at once. To determine your objective, fill in the blanks in this short message. "I want (target) + (verb)." So what does that mean? I want prospects to understand this offer, for employees to register for this event, and for talent to recognize us. Simple, clear… and above all, effective in adapting tone, format, and channel.
💡 The team's tip? Try the "if it's unclear, there's something fishy going on" rule. Rephrase your objective in a single sentence and throw it at your most clueless colleague. If they reply with a bewildered, "Uh... Wait, I don't understand," you know what you have to do!
#2 – Simplify the message
Ah, the classic mistake! Too much communication tries to say so much that it ends up saying nothing at all. Don't try to cram every single piece of information, every single value, and every single stake of a project into a communication campaign. Otherwise? You'll end up with confusion, information overload, and a loss of attention. We need to get to the point and respect the famous "1 message = 1 idea" rule.One idea, and no more. So, no more redundancies, detours, and lengthy sentences.
💡 The team's tip? Read your message aloud. You're out of breath, you're bored, that says it all! In fact, the best thing to do is write your message as if it were for your colleague at the coffee machine: no frills!
#3 – Simplify the text
Give your text room to breathe. In communication, conciseness isn't a luxury; it's a service to the reader. A newsletter isn't a novel, a LinkedIn post isn't a university thesis. Cut, break up, and prioritize your textsThey should be concise and visual. Never forget that the bullet point is your friend.
💡 The team's tip? You think you've finally reached the VDEF… Not so fast. There's always room for further cuts. So, task ChatGPT: "Hey Chaty, can you make this message 20% shorter, but just as impactful?" And let the magic happen.
#4 – Simplify the vocabulary
To be credible, be understandable. Effective communication isn't just for linguistics PhDs (and shouldn't even require a dictionary). Avoid jargon and unexplained acronyms, and instead use simple, concrete words. Think about analogies; they have the power to make even the most obscure concepts accessible.
💡 The team's tip? Did you know that there are tools specifically designed to make your writing more concrete? So for communicators who struggle to break free from their corporate jargon and the Franglish associated with the profession, here's a great solution.
#5 – Simplify the information hierarchy
Prioritize! The human brain doesn't like all-encompassing blocks; it prefers to move forward step by step. A teaser to pique curiosity, a focus on the key information, and a deeper exploration of the idea for those who are most motivated.An optimized reading path and presto, the message is delivered.
💡 The team's tip? Think of your message like a movie poster: the headliners at the top (your tagline), the title in large print (your central idea), and the release date clearly visible (your call to action). And everything else? Save it for the trailer, for the most curious viewers.
#6 – Simplify the CTA
"To learn more, you can…" No! The audience, addicted to scrolling, doesn't have time for such vague phrases. The call to action must be immediately clear, direct, and actionable. The ultimate rule? Only one CTA per page!
💡 The team's tip? Always check that your CTA remains easily accessible without scrolling. Too low on the page? Move it up and remove any extraneous information that's obscuring it. A good CTA is like an emergency exit: always visible and accessible.
#7 – Simplify support
A PowerPoint presentation with 12 bullet points in Arial 9 is a no-go! The visuals should enhance the understanding of a message, not hinder it. Don't overload your visuals. We must prioritize empty spaces, contrasts and, more broadly, readability. In fact, a good visual should be understood in a few seconds, without extensive reading.
💡 The team's tip? So, why not try the 5-second test? Show your visual to someone for 5 seconds, then hide it. If the person can tell you what it is and what the key message is, your design is good. Otherwise, simplify it!
#8 – Simplify the format
A video, an email, a meeting, a podcast… It's a universal truth: when it's too long, people lose interest. Your formats absolutely must be designed with simplicity in mind.Is this communication worth the attention time we are asking of the audience?“Answering this question will allow you to adapt the length of your formats according to your target audiences.
💡 The team's tip? Always prepare a second version: a short version and an ultra-short version for those who scroll faster than their shadow. A summary, a video clip, a carousel, a story… In short, snackable content that's easy to consume.
#9 – Simplify distribution
If you want to be heard by your audience, give them space to breathe. And while you're at it, give your team some breathing room. A few well-thought-out, targeted campaigns are far better than ten communications thrown into the void and quickly forgotten. Structure your communications around key moments, and allow your target audience time to process information between messages.
💡 The team's tip? Create a publishing schedule and stick to it! One major post per month, accompanied by two or three follow-up posts. And above all, leave some free time to handle unexpected events and share your best last-minute ideas.
#10 – Simplify the channels
Multiplying channels inevitably means multiplying the effort. Yes, a good message needs to exist on multiple platforms. No, it shouldn't be presented in 18 different versions. Choose 2 to 3 consistent channels target specific audiences and harmonize the messages.
💡 The team's tip? Be pragmatic! PFirst, test on a single channel, analyze the performance, and only then duplicate on a second channel. This avoids wasting energy on zombie channels.
