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What's The Message

Posted on Friday, 11th April 2014

How many times have you watched an advert recently and at the end of it wondered, what on earth was that about?

There will have been a brief, a creative team, copywriters, and a client all involved in signing that off.

Somewhere the message got lost and the consumer gets confused.

This happens to all of us in our working life on a daily basis.

We will be sent an e mail from someone who is absolutely clear in their own mind what the message is but the reader has no clue at all what it means.

Why is that?

My own belief is that this is down to confidence. We often find that confident people, have no issues with very plain and simple communication.

This is not down to a lack of vocabulary or linguistic ability, it is just that they do not want to be misunderstood, they want the message to be remembered.

My experience tells me the easiest way to hide a lack of ability is to cloak the message in buzz words and jargon, it then becomes a self perpetuating myth that they possess expertise.

However my observation is,

The more successful the person, the less jargon they use.

Jack Kerouac once wrote,

“One day I will find the right words, and they will be simple”.