I’ve been doing this for 14 years now, and across all the thousands of pieces of work I’ve reviewed, these are the two reasons communications most often go wrong:
1. No WIIFM
When drafting comms, whether that’s an email, collateral, a website or call script, you need to include a benefit for your audience, and include it early. If you can’t answer “What’s In It For Me?”, you shouldn’t hit send.
Even better, make sure you lead with the benefit before asking them to act. Instead of “sign up to get 10% off”, say “get 10% off by signing up”.
2. No clarity
Too many pieces of work are commissioned without asking what the behavioural objective is.
Before you start, ask “what do I want them to do as a result of this?” You’ll either want them to do something or do nothing, and knowing which it is will help you structure and frame the communication.
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