Is your business losing money for the simple and avoidable reason that you don’t communicate effectively? Most businesses are not aware that poorly worded communication increases costs, lowers productivity and confuses customers. Precise communication costs less to produce and manage than repetitive, poorly worded communication.
"Corporate" words like "synergy", "organic growth" and “empower” often confuse employees. They don't know what the words mean or what is required of them. Instead of managing the new strategy, management is left to manage the confusion created by the strategy. After a few implementation workshops, the impetus that never was fizzles out and senior managers scratch their heads wondering why.
It doesn't have to be this way. These simple guidelines that can clarify even the most complicated message.
- Purpose: What is the purpose of the document? Who will read it? What action do you want your readers to take?
- Structure: Is the information presented in a logical sequence? Does the document have a beginning, middle and end?
- Language and Grammar: Are you using precise language or “management speak”? There is no need to be a slave to perfect grammar. However; good grammar aids clarity and understanding. Sentences should contain only one idea; and paragraphs a group of related sentences.
It is a useful exercise to examine your written materials and ask some simple questions:
- will the reader understand the message the first time?
- what message does this material send?
- does the material reflect and support our “brand”?
- are we wasting readers' time by sending this material?
Direct and indirect costs are incurred if your materials confuse your employees and customers.
Confused employees:
- take longer to perform tasks or must repeat tasks
- waste supervisors’ time when clarifying requirements
- require re-training or their procedures to be re-written
- have lower morale because they lack clear objectives, policies and procedures
On the other hand, employees who clearly understand what is required:
- are more enthusiastic and motivated
- are more productive
- can exercise greater initiative
- have more time to assist customers because they are not “sorting out procedures”
Health and Safety procedures require particular emphasis. If your OHS policy and procedures are unclear, there is a significant risk of employees injuring themselves. This will result in significant trauma and cost and may severely disrupt your business.
Confused customers:
- do not understand your brand or its offer
- cancel or delay purchasing decisions
- use your employees’ time to clarify what you thought was quite clear
- buy from competitors - reducing your market share and/or cash flow
On the other hand, customers who understand your offer:
- buy from you because you are “easy to do business with”
- compare you favourably to your competitors
- have a lower “cost to serve”
- make their purchasing decisions more quickly
- are more likely to become long term customers
In a cluttered and competitive market, you have the opportunity of distinguishing your company by the precision and clarity of your materials. Imagine the benefits that will flow when your company stands out as one that communicates its offer clearly and with purpose.
Let’s look at some examples from the websites of “market leaders”.
| Website original |
Draft re-wording |
| All our human resource activities are geared towards recruiting, training and progressing the people who will deliver our promise of a better shopping experience each and every time. The values which support this central purpose have been developed in the year under review so as to become part of the culture and expected behaviour for all our people. |
Our Human Resource Department recruits and trains employees so we can provide a better shopping experience each and every time. We continually assess and reinforce the behaviours needed to achieve our objectives.
(44% fewer words) |
|
The diversity of our people is one of our strengths and XX now has over 29,000 employees in over 40 countries worldwide. XX operates a decentralised organisation with regional managers having significant autonomy and responsibility for the performance and growth of their businesses. At XX, we believe local people are better equipped to cope with their specific issues whether it be negotiating with customers and suppliers or interfacing with the workplace. They understand the local culture and are quick to react in today's changing environment.
As we become more global, XX’s common vision and set of values will deliver a consistent approach to all our customers.
|
XX has over 29,000 employees in 40 countries. Our regional managers have significant autonomy and are accountable for the performance of their business.
In each region our people understand the local culture and use this knowledge to anticipate and resolve issues with customers, suppliers and employees.
We combine our local knowledge with XX’s world-wide vision and values to deliver outstanding customer service.
(40% fewer words)
|
Conclusion
Muddled, imprecise wording lowers profits. There are significant opportunities to reduce costs and increase revenue by delivering a clear, precise message to your target audience.
“The Silent Thief of Confusion” - attributed to Robert Warren, an American business writer (2005).