Clarity and simplicity – the fundamentals of effective communications
The Brext campaign focused on concise and direct messages.
Clear, understandable, concise, and direct. That’s the key to effective communication. What’s the one thing people remember from the Brexit campaign? It’s the battle bus and message about NHS funding.
Sadly, in this instance, believability beat the truth. But why was it so persuasive? Well, it stuck to the principles of effective communication, having:
Short words: none were more than two syllables so that everyone could understand them
A clear message: every word mattered. There’s no fluff, so the message is to the point
Numbers: the brain registers numbers quicker than words – and often takes them as fact
A choice – between a positive or a negative outcome
The power was in the simplicity.
Ultimately it was not based on truth, but the communication fundamentals still hold true. The clarity and simplicity of the message were in stark contrast to the Remain group’s complex and ever-changing ones. Perhaps if the Remain group had applied the same communications principles, it would have been a different result?
Make sure your writing’s straightforward, uncluttered, and focused.
