How good intentions become bad communications

  • Record yourself and play it back, listening for what the hell was I talking about?’ moments.
  • Run it past someone who won’t know what you know. A confused dog face is a good clue you’ve still got work to do.
  • Ditch the jargon and spell out acronyms — the ultimate ‘tapper’ words. They both create barriers, even if your message is for someone who might know what they are.
  • Shoot for simple, but don’t trade clarity. Look for the sweet spot between generic motherhood statements and War and Peace.
  • Make it concrete and visual. ‘Big’ is ok but abstract, while ‘colossal’ paints a picture.

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Michel Hogan

Michel Hogan


Brand Counsel, writer and speaker. What promises are you making and how are you keeping them?