“What do I do now?”, asked the UK band Sleeper some years ago.
Admittedly, this was in a very different context to internal communication, but I was reminded of it last week, having seen some (non-client!) communications that lacked a clear call to action. Why put so much effort into developing materials that connect with your audience, but then fail to show them what’s next?
This only creates frustration among readers. No matter what
the topic, or the channel(s) you’re using, provide a clear route forward (e.g.
specific actions, sources of further information, feedback loops). Don’t leave them
guessing or trying to work it out for themselves.
And if you know the Sleeper song I mentioned, you now have
an earworm for the rest of the day. You’re welcome.
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