HR Posts

3 Terrific Tips to Reach Digitally Distracted Readers

By Jeff Herrington
Guest Blogger

Today’s readers are more distracted than ever. Thanks to voluminous emails, always-on cellphones, and ubiquitous social media, your audience has more reasons than ever to look away from your newsletter . . . if they look at it in the first place.

Alas, no one is guaranteed an audience these days. But these three tips for writing for today’s more distracted readers will increase the likelihood people check out what you have to say . . . and act on it.

 

1) Keep sentences to less than 25 words

No exceptions. It’s always better to present info in three, 14-word-long sentences than one 38-word-long sentence. Your content contains four more words but is more approachable. Especially in an era when so much content is getting consumed on cellphone screens that make your articles skinnier and longer. So, keep it short. REALLY short.

 

2) Use sentence fragments now and then

Giving every sentence a subject and verb is as antiquated an idea as is using words like “forthwith,” and “heretofore.” We don’t talk that way, so why write that way? In the previous tip, I included THREE sentence fragments (“No exceptions,” the phrase beginning with “especially,” and “REALLY short.”) You understood them, and their brevity helped the section zip along. Which is the point. (Another sentence fragment.) 😊

 

3) Craft tantalizing subheads

Let’s say the topic of your longer article is, “employee benefits.” You could insert subheads like, “Health Insurance,” “Vacation,” and “Special Discounts.” But why settle for the mundane, when you could just as easily craft subheads that say something like, “Your wellness redefined,” “You deserve a break today,” and “Boosting your family’s budget?” Not only are those subheads more alluring to the reader — they also position the company as a true benefactor to the employee in a way the generic subheads do not (you can always place those more generic subheads in parentheses after the creative subheads to help those readers who are scanning the page/screen.)

Respecting the fact your readers have less time than ever to absorb your content puts you two-thirds of the way toward your goal of producing effective newsletter content. Applying the tips above will take you that much closer to the finish line.

 

ABOUT OUR GUEST BLOGGER

Jeff Herrington is a communications consultant and writing coach who helps communication teams write for today’s more distracted reader. Jeff has provided consulting expertise for such companies as Coca-Cola France, Whirlpool, John Deere and Wausau Insurance. His writing and content workshops have been brought on-site multiple times by more than 100 companies in the Fortune 1000, including JPMorgan Chase, American Century Investments, Arizona Public Service, Phillips 66, and the Federal Reserve Bank of Philadelphia.

In addition to his consulting, coaching and workshops, Jeff also has composed several crossword puzzles that have been published in The New York Times, and he writes under the name of Jeffrey Eaton as a murder mystery author.

Connect with Jeff on LinkedIn or on his Jeff Herrington Communications website.

Don’t Just Tell It, Sell It! Marketing Employee Benefits

The following is a transcript of an interview by World at Work TV with Paul Barton on internal communications best practices and how to connect with employees when communicating employee benefits.

Paul Barton Communications Benefits Workshop
Alison:
Welcome to WorldatWorkTV. I’m Alison Avalos, and I’m joined today by Paul Barton, author of Maximizing Internal Communication Strategies to Turn Heads When Hearts Engage Employees and Get Results.

Q: So Paul, first talk about why it’s important for benefits communicators to use a marketing approach.

A: Well it turns out that if we’re communicating to inform-that is, to impart information-we’re really not communicating. Communication is really about changing attitudes, changing beliefs, changing perceptions. It’s about inspiring employees. And we can do that best with a marketing approach because marketing helps shape perceptions.

Q: You talk about winning hearts, not just winning minds. Talk a little bit about that and why it’s important.

A: Logic helps us to think, but it’s our emotions that cause us to get up out of the chair and take action. And we’re asking employees to take action, to sign up for plans, to increase their contributions, to pay more attention. So it turns out that an approach that deals with emotion works better.

Q: You talk about communication without an ‘s’ and communications with an ‘s’. What’s the distinction there?

A: When we talk about communications with an ’s’, our focus is really on all the individual pieces that we’re sending out – how many e-mails you send out, how many posts to the internet. When we talk about communication without the ’s’, our focus is more about getting through to people as opposed to just sending things out. It causes us to focus more on outcomes rather than on outputs.

Q: So do benefits communicators have more success in trying to change these behaviors of employees when they focus on communication versus that package of communications, or is it a dual effort?

A: Well you want to start with a strategy and then the tactics will follow. So the more important your strategies are, the better your tactics will be.

Paul Barton Communications Employee Benefits MarketingQ: So how about some of the technology used in the benefits communications space?

A: Well the world is portable now, and so we need to be portable too. And it also turns out that unlike other forms of information, you don’t really care about benefits until you need them, and then you really care about them. So you need to be able to access that information at the doctor’s office while you’re sitting there through an app on the phone.

Q: So the million dollar question: What does perfect communication look like?

A: Well it turns there are really three things that you want to hit to be perfect. If you hit one you’re doing good, if you hit two you’re doing great, and if you hit all three you’re perfect. So the first thing you want to do is touch the heart – emotional. The second thing you want to do is to be novel – something that’s new. And the third thing is to be memorable, with memorable and great content.

Q: So Paul, you mentioned the need to make an emotional connection when you’re communicating. Give us some examples.

A: Well I think a 401(k) plan is a good example. Just the name itself is from an IRS tax code, and that doesn’t really explain much to people. It often sounds something far away and — stocks and Wall Street — it doesn’t sound like a personal connection. And we get caught up in plan design, and it’s easy to talk about compounding interest and so forth. And those are all good things to talk about — to inform people — but to really drive them to action we need to hit to the emotional side. So for one thing we can rename them and call them things like “savings plans” that speak more to the person rather than these abstract numbers, and we can really talk about-instead of just the numbers-we can go a step further and talk about how it provides safety and security for you, the employee, and your family for the future, and then you’re starting to speak to the heart. And when you speak to the heart, people will listen with their hearts.

Q: So Paul, what are the risks if an organization doesn’t follow those recipes for success in terms of these three key ingredients with being emotional and making that emotional connection, being novel, and being memorable?

A: Your communication won’t be as effective as they otherwise could. In this day and age we’re just bombarded with information. Before we even get to work we must see a million messages. So you run the risk of just being tuned out.

Alison: Thanks, Paul. From World at Work TV, I’m Alison Avalos.

 

Other Resources

You can read more about internal communication best practices and communicating employee benefits in Maximizing Internal Communication.