5 myths about business communications

Take a moment and think of all the words that you send to your prospects and customers - all content of your website, brochures, e-mails, letters, flyers, blogs, etc, etc, etc. Imagine all the vowels and consonants you used to describe what you are doing stacked into a pile of words growing. Amazing, is not it? In business, it communicates ... much. 

The ability to clearly describe what you do, how it is different and why your prospects should buy from you is an essential part of any successful business. The smallest e-mail to the ad the more expensive each piece of communication is an opportunity to get an idea in mind of your client (AKA your "brand"). 

But are we really clear when we write our business communications? Do we need to accurately convey the points we are trying to do for our prospects and customers can "get" our message? Take these five common myths about business communications and test your CQ (Communication Quotient). 

Myth # 1 - The more information I can cram the better. 

Have you ever tried to find a needle in a haystack? It takes patience. Unfortunately, patience is not something readers of your business communication will be. In other words, if your message is buried in mounds of text that no one takes the time to look. Effective business communications are focused on a singular message and eliminate everything else. 

Did you pass the test? 

Show your piece of business communications to a stranger and give them only five seconds to play. Can they tell you the main message? 

Myth # 2 - If I use big words, people will think I'm smarter. 

Symposium prodigious induces opposite result. Using big words is like a guy with a sports luxury car - it can be seen trying to compensate for something. Instead, opt for short, clear, easy to understand the words you use in daily conversation. Your tone is friendly and your readers will be more receptive to your message. 

Did you pass the test? 

Add your business communication piece to a fourth student. Do they understand every word? 

Myth # 3 - Using jargon, jargon and acronyms, I'll prove my knowledge of the industry. 

You might as well write in ancient Greek, because that's about how many people will really understand what you are trying to say. Acronyms are especially deadly, so if they are necessary - take the time to explain. As with buzzwords and jargon - save for the water cooler. 

Did you pass the test? 

Ask a friend to read your opposite an industry marketing materials. Do they understand? 

Myth # 4 - I'll use adjectives such as "better", "excellent" or "exceptional" to stay out. 

Have you ever been stuck at a party with someone who just will not shut up about how great they are? Not only is it annoying - it turns out you off. Instead of bragging about yourself, take testimony and allow your customers to brag on your behalf. You will find the prospects intrigued and eager to learn more. 

Did you pass the test? 

Ask your best customers to give you a quote about their experience working with you. Did you replace your boastful comments with their stories? 

Myth # 5 - I'll write in first person so it will not be boring. 

Most of your readers have a question in their minds by reading your paper - "What's in it for me?" This means that using the word that you - not I (or we) word. Yes, there are times that a compelling narrative history can have an impact. But in general, business communications should be on the client - not you. 

Did you pass the test? 

Take a piece of business communication and change "I" and "us" to "you" (also, change the verb tenses, etc.). Give both versions to a friend and ask them which is more convincing . 

Hopefully now your job is a little lighter and your message a little clearer. By taking the time to crystallize a clear message and the conversation you engage your audience with your message. This can lead to more loyalty, more referrals and ultimately increased revenue - and who could not use it?