Reading Between the Lines is for Dating
By: Rebel Brown
Jul. 6, 2009 08:16 AM
Looking at a friend of a friend's website. I spent 30 minutes and was still scratching my head about the value the biz provides.
I found claims for improved performance, increased revenues and just plain super duper business results. Statistics and name dropping. Every popular buzzword right there on the Home Page for all to see.
But I still didn't know what they did. I had to dive into the product pages. I wonder how many other visitors would spend the effort?
The point of communicating with an audience is to share relevant information quickly and clearly. Forcing your audience to read between the lines, thinking they'll take time to decipher your message, is a bad idea. Unless you're actually trying to create mystique.
When communicating - for business or for personal reasons - state your truth, clearly and simply. State your value, the thing that makes you different, the reason people buy from, or work with, you. Don't make your audience do the work - that's your job.
So why all the ambiguity?
We play coy when we're uncomfortable, unsure, not wanting to say the wrong thing. Like when we first started dating in our teenage years. We didn't want to be dismissed because of something we said, so we kept our dates guessing, letting them draw their own conclusions.
Forcing your audience to read between the lines and make assumptions is a poor communication strategy. You'll be a lot more successful by being clear and concise than by keeping your audience guessing. Or worse yet, leading them to assume you're something you're not.
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