1st Rule of Communication – Context
Context has the biggest influence on your message.
The context for your reader (place, time, expectations), your message (relevance, value, timing, format, creativity) and your brand (heritage, sentiment, promise, competition, endorsement). The list goes on…
If you want to really stand out (and today you have no choice) then you need to understand what you actually want to stand out from.
Think about context, first and last.
2nd Rule of Communication – Clarity
There is way too much noise and clutter.
Your message needs to be absolutely clear, reinforced by your language and distinct tone-of-voice.
The clearer and more authentic you are, the more you will be listened to, and believed.
3rd Rule of Communication – Consistency
Once you know what you want to say, and how you should say it, be consistent.
Avoid any ambiguity, confusion, passivity or uncertainty.
Your audience will respect you for it.
Use these to sharpen your aim, strengthen your message, and boost your response.