Connections, Coffee & Confidence

The practical aspect of messaging involves being clear, direct, leaving your audience in no uncertain terms as to what they need to know/think/feel/do. But how do you know if you're doing that?

• What is clear and direct language? (2:36)
• Real life example in action (4:04)
• Messaging Delivery Options (7:01)
• Tips to Deliver Clear & Direct Messaging (9:04)

Also Mentioned:

• https://www.janicefogarty.com/create-your-social-media-content-strategy 

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Hello and welcome to episode 67 of Connections, Coffee & Confidence with me Janice. I’m really happy to have you here for this episode as it’s all about my favorite topic - messaging. The what of ‘what to say’. My geek out material. Because everyone will tell you to find your audience then go talk to them but who is helping you figure out what to say? That’s right, me.

And today we’re going to look at clarity in your messaging.

INTRO

It can be a little scary for us as the communicators, the ones who have to say or write the copy for our social media, our lives, our websites and bios. We not only have to craft those bold declarative sentences, but we must deliver them like we are full of confidence and yet not too cocky because cockiness tends to put people off. And you know, I think this is why I do such a great job for my clients, and why they pay me - and why others pay people like me. It’s so much easier for many of us to make those declarations, those proclamations, when it’s not about us. To make them on behalf of others.

And if you want me to do that for you, awesome possum. Drop me an email and let’s set up a time so I can get to know your goals and your tone and we’ll work out your messaging and all that jazz. But if you want to know how to do it yourself, I have your back on that too.

Let’s talk about how we even get started with that kind of communication? That boldness? What exactly is clear and direct communication?

A lot of it comes down to directive language. That’s when you just say what needs to be said, no fuss, just the required words to impart information, strung together to make a complete decoration for your product or business. Like a string of Christmas lights, all of the words as lightbulbs, none burnt out and just taking up space, causing a dark hole in your messaging. Every bulb doing its job, drawing attention to what you're about.

It seems like it should be so simple, eh? You have something to say so say it. But if it was quite that simple, we wouldn’t see one hundred and fifty words squished into a single graphic with another thousand in the post text. We wouldn’t have emails that run on for so many screen lengths that you scroll to the end for the highlight or just tap the little garbage can to delete.

You wouldn't have podcasters talking about words as christmas bulb lights.

Yeah.

Directive language is clear and concise, it tells you exactly what to expect or what to do next. It answers the question that has been in your mind or on your heart for ages, and you might not have even known about it until there you go - an answer appeared.

I have three boys, two are teens and one is so close he smells like a teen… Actually, he’s really good to shower and wear deodorant, bless him, but he can eat like he’s a teen. So I have apps for the grocery stores I frequent and I check for the weekly specials. One company is Loblaws, which if you’re Canadian, you know as No Frills or Superstore. They also own a massive drugstore chain as well as a clothing line. All of these companies fit very well within my shopping habits as kids eat, they get sick, and bust through their clothes like nobodies business. I love their President’s Choice app. They fussed it up a bit recently with extras, it used to just show the products I’d get loyalty points on if I buy them this week but now they give you the option to check out seasonal recipes or features on new food lines or sales on clothing or information on flu shots or whatever. 

They’re being a smart company and using a tool that they have to connect with their audience and expanding that tool to provide extra value to their customers, opening up lines of potential new revenue and brand loyalty. It’s exactly what we need to be doing with the tools we have at our disposal, right? So if you haven’t looked at my Create Your Social Media Content Strategy masterclass yet, and you want to use your social media as a tool for your business growth, I’ll link to that in the shownotes.

In the PC app, there was a headline that said ‘What to Redeem Your Points on in September’. There was a pretty picture of a vibrant yet cushy kind of office living room type of area and I saw things I like, afterall, I’m moving into a new house this month and, while I usually use the points to get money off the grocery bill or clothes for the kids, our stuff is in a steel storage container on the other side of the country and who knows what I might need to tide us over until it arrives, right? Well, I clicked it.

Now. Was the headline cute and creative? No. Was it fun and teasing? No. Did it lure me in with a laugh or urgency or crazy promises and pretty prose? Definitely not.

What to Redeem Your Points on in September. The language is clear, concise and tells me exactly what I’m going to find if I click the link. What I found was a list of seven items that I didn’t know about, that range in price from a fancy new tonic water in case I feel like a fancy G&T (um, yes please) to a super cool new coffee maker - boy it was like they wrote this article for me, eh? There were homewares included as well and was I drawn to every item on the list? No. Was I resentful or surprised with what I got after I clicked the button? No. And will I click the same headline for next month? Probably, if I see it. It didn’t take up too much of my time, it was helpful because I can definitely splurge on some fancy tonic water with my points, and it was clear in what to expect.

All the words I needed to know, none of the fluff to confuse me.

The additional aspect to this link was the image. The picture matched something that is happening in my life, a new home that I’ll have to decorate. We’re going from a home built in the 2000’s to one built in the 1930’s with original features. So it’s fair to say that some of our stuff might stick out like a sore thumb, I might need some things to tie everything together. And did I mention I have an actual office in this new house? Like, an actual home for Connections Coffee & Confidence and janicefogarty.com. With windows. And space for a free standing desk, definitely a bookcase or two and an extra chair. I digress. But my point is messaging isn’t just verbal - the picture touched me as well. It appealed.

When you are really clear on your goals, you can get really clear on your messaging. That clarity is what enables you to be bold and decisive in the language you use, to be confident in your delivery.

When is the last time you clicked a link? I’m not talking about clickbait, although they provide an excellent study in how to lure people in by playing on their interests, hobbies and general human nosiness. But when did you last see a headline and think, oh I need to know that. Or I know exactly what’s going to be in there for me and I need that - or don’t need that. Or you know how social media platforms usually only give you a small preview of a post then you have to click to see the rest of it? When’s the last time you clicked on one of those posts? Why did you follow through? And did you get what you feel you were promised? 

I’m willing to bet the language used was clear and direct. There was probably a story of some sort but that story would be linked to the message, it’s a way to pull you into or illustrate the message. And I bet you’ll be more likely to click a link from that person or company again, maybe even subscribe or buy what they sell. 

So how do you take what has attracted you to click through or subscribe or buy and use that in your business? How do you adapt it to suit what you sell, your brand, and tell it in your voice? Have a look at what you’ve put out in the past, emails, posts, lives, articles submitted, whatever product you’ve created. And read through the language again with a different perspective.

Humor is great, I’m fond of a laugh myself. But is it confusing the audience and hiding what you need them to know? Are you using jargon? You might know exactly what a land title search is because you’re a real estate lawyer or a realtor or contract to a municipality and deal with those things but does your customer or client know what you’re talking about? Are you scared to say what you have to say? Oh man there is nothing like fear to help us fluff out and hide our message behind soft words and sometimes this is where humor isn’t helpful. Are you communicating just to be seen and heard? That’s ego, often fear, coming to the forefront and if you don’t have a point then you’re not only wasting your energy but you’re burning the goodwill of those who gave you a chance and clicked your link or whatever.

When you go through your old material, do you see any of these confusion causers jumping out at you? Are you using clear and direct language? Do you read or see the piece and know what you’re meant to know, think, feel or do next?

People buy from or do business with people they trust. Trust is developed when the business uses clear language and draws someone in then follows through with what they’ve offered. In my experience, personally with my own business and professionally as a communications strategist, results come from using clear language confidently delivered in your own style. The confidence to do all of that comes from zeroing in on your goals and messaging, those are your starting points.

Thank you so much for listening today. I’ll be back next Monday with a new episode and until then, my friend, I hope you have an absolutely brilliant week. (By the way, that’s clear and direct messaging - I want you to know I drop a new episode every Monday, I value you and and want to see you back. Ok. Bye)

Hello and welcome to episode 67 of Connections, Coffee & Confidence with me Janice. I’m really happy to have you here for this episode as it’s all about my favorite topic - messaging. The what of ‘what to say’. My geek out material. Because everyone will tell you to find your audience then go talk to them but who is helping you figure out what to say? That’s right, me.

And today we’re going to look at clarity in your messaging.

INTRO

It can be a little scary for us as the communicators, the ones who have to say or write the copy for our social media, our lives, our websites and bios. We not only have to craft those bold declarative sentences, but we must deliver them like we are full of confidence and yet not too cocky because cockiness tends to put people off. And you know, I think this is why I do such a great job for my clients, and why they pay me - and why others pay people like me. It’s so much easier for many of us to make those declarations, those proclamations, when it’s not about us. To make them on behalf of others.

And if you want me to do that for you, awesome possum. Drop me an email and let’s set up a time so I can get to know your goals and your tone and we’ll work out your messaging and all that jazz. But if you want to know how to do it yourself, I have your back on that too.

Let’s talk about how we even get started with that kind of communication? That boldness? What exactly is clear and direct communication?

A lot of it comes down to directive language. That’s when you just say what needs to be said, no fuss, just the required words to impart information, strung together to make a complete decoration for your product or business. Like a string of Christmas lights, all of the words as lightbulbs, none burnt out and just taking up space, causing a dark hole in your messaging. Every bulb doing its job, drawing attention to what you're about.

It seems like it should be so simple, eh? You have something to say so say it. But if it was quite that simple, we wouldn’t see one hundred and fifty words squished into a single graphic with another thousand in the post text. We wouldn’t have emails that run on for so many screen lengths that you scroll to the end for the highlight or just tap the little garbage can to delete.

You wouldn't have podcasters talking about words as christmas bulb lights.

Yeah.

Directive language is clear and concise, it tells you exactly what to expect or what to do next. It answers the question that has been in your mind or on your heart for ages, and you might not have even known about it until there you go - an answer appeared.

I have three boys, two are teens and one is so close he smells like a teen… Actually, he’s really good to shower and wear deodorant, bless him, but he can eat like he’s a teen. So I have apps for the grocery stores I frequent and I check for the weekly specials. One company is Loblaws, which if you’re Canadian, you know as No Frills or Superstore. They also own a massive drugstore chain as well as a clothing line. All of these companies fit very well within my shopping habits as kids eat, they get sick, and bust through their clothes like nobodies business. I love their President’s Choice app. They fussed it up a bit recently with extras, it used to just show the products I’d get loyalty points on if I buy them this week but now they give you the option to check out seasonal recipes or features on new food lines or sales on clothing or information on flu shots or whatever. 

They’re being a smart company and using a tool that they have to connect with their audience and expanding that tool to provide extra value to their customers, opening up lines of potential new revenue and brand loyalty. It’s exactly what we need to be doing with the tools we have at our disposal, right? So if you haven’t looked at my Create Your Social Media Content Strategy masterclass yet, and you want to use your social media as a tool for your business growth, I’ll link to that in the shownotes.

In the PC app, there was a headline that said ‘What to Redeem Your Points on in September’. There was a pretty picture of a vibrant yet cushy kind of office living room type of area and I saw things I like, afterall, I’m moving into a new house this month and, while I usually use the points to get money off the grocery bill or clothes for the kids, our stuff is in a steel storage container on the other side of the country and who knows what I might need to tide us over until it arrives, right? Well, I clicked it.

Now. Was the headline cute and creative? No. Was it fun and teasing? No. Did it lure me in with a laugh or urgency or crazy promises and pretty prose? Definitely not.

What to Redeem Your Points on in September. The language is clear, concise and tells me exactly what I’m going to find if I click the link. What I found was a list of seven items that I didn’t know about, that range in price from a fancy new tonic water in case I feel like a fancy G&T (um, yes please) to a super cool new coffee maker - boy it was like they wrote this article for me, eh? There were homewares included as well and was I drawn to every item on the list? No. Was I resentful or surprised with what I got after I clicked the button? No. And will I click the same headline for next month? Probably, if I see it. It didn’t take up too much of my time, it was helpful because I can definitely splurge on some fancy tonic water with my points, and it was clear in what to expect.

All the words I needed to know, none of the fluff to confuse me.

The additional aspect to this link was the image. The picture matched something that is happening in my life, a new home that I’ll have to decorate. We’re going from a home built in the 2000’s to one built in the 1930’s with original features. So it’s fair to say that some of our stuff might stick out like a sore thumb, I might need some things to tie everything together. And did I mention I have an actual office in this new house? Like, an actual home for Connections Coffee & Confidence and janicefogarty.com. With windows. And space for a free standing desk, definitely a bookcase or two and an extra chair. I digress. But my point is messaging isn’t just verbal - the picture touched me as well. It appealed.

When you are really clear on your goals, you can get really clear on your messaging. That clarity is what enables you to be bold and decisive in the language you use, to be confident in your delivery.

When is the last time you clicked a link? I’m not talking about clickbait, although they provide an excellent study in how to lure people in by playing on their interests, hobbies and general human nosiness. But when did you last see a headline and think, oh I need to know that. Or I know exactly what’s going to be in there for me and I need that - or don’t need that. Or you know how social media platforms usually only give you a small preview of a post then you have to click to see the rest of it? When’s the last time you clicked on one of those posts? Why did you follow through? And did you get what you feel you were promised? 

I’m willing to bet the language used was clear and direct. There was probably a story of some sort but that story would be linked to the message, it’s a way to pull you into or illustrate the message. And I bet you’ll be more likely to click a link from that person or company again, maybe even subscribe or buy what they sell. 

So how do you take what has attracted you to click through or subscribe or buy and use that in your business? How do you adapt it to suit what you sell, your brand, and tell it in your voice? Have a look at what you’ve put out in the past, emails, posts, lives, articles submitted, whatever product you’ve created. And read through the language again with a different perspective.

Humor is great, I’m fond of a laugh myself. But is it confusing the audience and hiding what you need them to know? Are you using jargon? You might know exactly what a land title search is because you’re a real estate lawyer or a realtor or contract to a municipality and deal with those things but does your customer or client know what you’re talking about? Are you scared to say what you have to say? Oh man there is nothing like fear to help us fluff out and hide our message behind soft words and sometimes this is where humor isn’t helpful. Are you communicating just to be seen and heard? That’s ego, often fear, coming to the forefront and if you don’t have a point then you’re not only wasting your energy but you’re burning the goodwill of those who gave you a chance and clicked your link or whatever.

When you go through your old material, do you see any of these confusion causers jumping out at you? Are you using clear and direct language? Do you read or see the piece and know what you’re meant to know, think, feel or do next?

People buy from or do business with people they trust. Trust is developed when the business uses clear language and draws someone in then follows through with what they’ve offered. In my experience, personally with my own business and professionally as a communications strategist, results come from using clear language confidently delivered in your own style. The confidence to do all of that comes from zeroing in on your goals and messaging, those are your starting points.

Thank you so much for listening today. I’ll be back next Monday with a new episode and until then, my friend, I hope you have an absolutely brilliant week. (By the way, that’s clear and direct messaging - I want you to know I drop a new episode every Monday, I value you and and want to see you back. Ok. Bye)