How do you improve communication materials before launch?

One of the things I like to do is to think about the gap. So you have this wonderful information and you're excited to share it. Once everything is laid out, assemble a diverse team and tell them that their only assignment is to look for the gap. The gap could be failing to consider feedback shared during prior launches. It could be failing to ensure that people from diverse backgrounds and different parts of the organization have an opportunity to offer input on the materials or products. Too many times, we are so in love with what we're doing or sharing, that we fail to consider the holes or gaps. But doing so before a launch can be incredibly helpful.

When creating communication materials, I always place myself in the position of my target audience. I always want to try my best to view the materials from my audience’s point of view. I ask myself does the material look appealing and eye catching, are my words conveying the necessary information in a concise manner, and does the content draw my audience in to want to learn more? I think it’s important to keep in mind that the communication materials you’re creating are not for you, but for your audience! Create in a way that resonates with your audience in a way where they can easily digest the information that’s being presented.

Wait—who is the audience? Not the “target audience” of a marketing team but rather: who shows up? If the speaker doesn’t read the room then it’s game over.

A good one to many communications effort should tell a story with three parts - beginning, middle, and end. The 1st part is call to pay attention. Answer the questions of why the receiving audience needs to care about the message? The 2nd part explains what the message is about including relevant details. The third part is the wrap up with either a call to action or information for follow-up. Always given your audience closure on the message. Keep in mind that once your message is on the social media conveyor belts you have lost the one-to-many control of the message because it is now in many-to-many mode with no direct link back to you. For this reason always include a point of contact in your one-to-many message.

When preparing any communication, it's imperative to understand the core objectives. These objectives should guide the communication and provide the framework for the 'how' and 'when' and 'why'; objectives also form the base of the metrics used to measure how successful the communication was.

In my experience, I will ask someone out of the industry to read any strategic content I create. If they understand it, and it makes sense to them, then I feel as though I will know for sure that it will be clear to its intended audience.

When do you (with a high probability) know that the message(s) are simple enough to be understood by those who should understand them? How do you avoid oversimplification, when your target group consists of experts in their field? Understanding our audience well can simplify our lives as we know better what concise and comprehensible messages to convey to them. Seeking the assistance of tools like chatGPT to summarize a prepared document is helpful because if the summary does not emphasize our intended messages, it implies that we need to revise the document. Eventually, I prompt ChatGPT to rephrase my messaging, so a 5-year-old would be able to grasp the gist.

One of the most efficacious ways to edit something—anything—is to “go cold” on it. No matter how much you’ve looked at it nonstop, thinking it’s ready…no, it’s not. Set it aside and work on something else. Let that material lie like a sleeping dog next to you. Give it at least a day, wherein you didn’t give in to looking at it once. You’ll likely be surprised, if not shocked, at catching what got by you the first thousand and one times you reviewed that precious material. Hunkering over your product like Gollum, coddling it as your “Precious” from discovery onward, only amplifies the risk of you going blind-to-all-else…and, ironically, losing it. The material, that is—what it could have been—not your mind. Although there is that.

The word enhance is the key here. Your writing is where the message lives. If you over use the visuals, you risk an audience who skims the words and just 'reads' the images. If the writing is the cake, the visuals and the multi-media elements are the icing - they're pretty, but without the good old fashioned sponge, you can't give your audience that full-tummy feel!

In my experience, feedback is one of the most—if not THE most—important piece of any organizational communication. Feedback isn't just about proofreading for grammar or accuracy; it's about ensuring that diverse voices are included in the process. Seek out individuals who sit outside your regular circle, who may not be on your "go-to" list, to review and provide feedback on communication. This will help make your voice more inclusive and your messaging stronger.

Also take your trusted sources and stakeholders suggestions into account and make appropriate changes to enhance the effectiveness of your proposed material.

Ready to level up those comms before launch? Step 1: Crystal-clear objective, sharper than a samurai sword. Step 2: Know your audience like their momma does (stalk 'em if you have to). Step 3: Spin a story so epic, it'll make Shakespeare jealous. Step 4: Keep it simple, unless you're writing for rocket scientists. Step 5: Visuals that dazzle, like disco balls at a unicorn party. Step 6: Proofread like a grammar ninja—typos are the ultimate villains. Step 7: Seek feedback from friends, frenemies, and your dog (woof!). Step 8: Usability testing like a boss, because user confusion ain't cool. Step 9: Adapt for platforms like a chameleon on a kaleidoscope. Step 10: Rinse, repeat, and dance like no one's watching—success is your jam!