Conveying challenging concepts and complex information to a target audience can be a difficult task for any company. Whether it's a sensitive company issue or a complex product or service launch, failure to communicate it properly can frustrate and alienate your audience, potentially leading to low morale or lost revenue.
However, an audience-centric approach to corporate communication can help businesses adjust their messaging and avoid communication mistakes before it's too late. These 7 entrepreneurs share their best tips on how to convey complex information in a clear, concise and compelling way.
Ask an outsider.
"It's challenging for a person with inside knowledge to put themselves in the shoes of their audience," says Matchnode co-founder Chris Madden, explaining that communicators easily fall into the trap of unconsciously assuming that their audience knows as much about the subject matter as they do.
According to Madden, the best way to get around this limitation is to find someone who isn't an insider in your industry -- a friend or family member -- and get their feedback. "Ask them to read your content and then explain it back to you. If they struggle, you have some work to do," he says.
Drill down to the essence.
The key to ensuring clear communication of a complex issue is to zero-in on the essence of the product or concept you are trying to communicate, Melrose PR CEO Kelley Weaver believes. The essence of a concept is a good place to start as it provides a foundation to build upon.
"For example, if the essence of the product is that it empowers people with more control over their value, great! Next, tell us why empowerment is important and how the product provides a solution," Weaver explains.
Host a webinar.
"A webinar is a great way to inform your audience about new launches and complex information in detail," MemberPress founder and CEO Blair Williams advises. "It can help build excitement as webinars often have limited seats and are exclusive."
Webinars can also be successfully used for conversion purposes by making viewers an on-the-spot offer and turning them into customers, Williams explains. In addition, companies can leverage webinars to build their subscriber lists.
Get your message across with video.
A great way to convey complex information is to do it in video format, as research has shown that content from videos is typically retained better than text, Diggity Marketing founder and CEO Matt Diggity says.
In addition, video content is processed faster and shared 1,200% more than text and images combined, while also conveying emotion better -- a key factor in getting to a sale. "Communicate your message by creating a quick video, slowly but effectively explaining the key concepts you want your audience to know," Diggity recommends.
Use Instagram Stories.
A mix of text and video also works great when trying to communicate complex information on social media, especially on Instagram via Instagram Stories, according to Leila Lewis, founder and CEO of Be Inspired PR.
"Because it's one of the most engaged-with social tools available, people are used to consuming information in this format," Lewis says, adding that companies should use both text-based posts and videos to best communicate the concept. "Save it in your highlights so it never expires and can easily be referred back to."
Create simple infographics.
"Infographics are a great way to relay conceptual information that people can understand across educational, cultural and even language boundaries," Venkon.us founder Jaime Manteiga says, talking about the use of graphics and visuals to convey complex concepts.
The key is to keep the infographic crisp and concise, or else it defeats its own purpose, Manteiga adds. "Keeping words to a minimum, or avoiding them altogether if possible, and using imagery that's universally recognized will expand understanding to the most people possible."
Use sequential messaging ads.
A less common approach is using sequential messaging ads, given that complex product value propositions are difficult to communicate in one video or one banner ad, says Dan Golden, president of BFO (Be Found Online).
"By leveraging tools like video ad sequencing in YouTube or similar ad sequencing features in Facebook, brands are able to communicate multiple value propositions that build over time rather than trying to communicate too much in a short video or a small banner ad," Golden concludes.