Be short, quick, clear and relevant.

The above is pretty good advice only if you want people to read, understand and act upon your message.

Many, if not most, of your current and prospective consumers are rushed, impatient, distracted and confused – and those are the prime prospects, the ones most likely to be interested in what you are saying – or selling.

Remember:

• Those who are rushed want you to tell them quickly
• Those who are impatient are the same, only more so
• Those who are distracted need you to make you communication clear
• The confused mind tends to say “no!”

Famed theatrical producer David Belasco said, “If you can’t write your idea on the back of a business card, you don’t have a clear idea.”

And, in terms of contemporary communication, if your subject line on an e-mail isn’t very short, not only won’t you be able to fit it in, not only won’t it, therefore, make sense, but people aren’t likely to stick around to open the mail.

Write conversationally, just like you did when you were a kid on the playground, or even today when you are talking to a friend, family member or associate. Don’t use words and phrases in marketing communication you wouldn’t in normal conversation. Don’t try to impress or overwhelm with cleverness. In fact, don’t even try to whelm, at all . . . (just kidding!), folks.

Have a clear objective in mind when you set out to compose any message.

• Is the object to sell something? Then provide enough information to (at least give yourself a chance) to “close” the reader.
• Is your object to induce an inquiry? Than give at least enough information to take the recipient beyond pure curiosity and into the realm of their self-interest.
• Is your communication about an idea, an ideal, a notion, or even a crusade or movement for which you want to gain followers? Then, don’t be afraid to inspire, not with fancy, flowery language, but with clarity of purpose and a concise, functional delivery.

The lexicographers have given us a dictionary full of words with which to work. The impact of our message will be in direct proportion to how well those (hopefully few) words have been chosen from the many and how well they are arranged.

We start with a blank slate and a full mind. The best result will be achieved through a marriage of those two things in crafting a communication that produces a specific objective.