Marketing Communication In 2024: (What Works, And What Doesn’t.)
Cody Rudolph
Effective communication has always been the cornerstone of successful marketing.
Nothing’s changed in 2024.
But many businesses still struggle with overly salesy copy and technical jargon that confuses potential clients. Or they use vague, “fancy pants” verbiage in an effort to sound clever.
This article will provide clear, actionable advice on how companies can communicate effectively—and in a way that attracts clients, partnerships, and even envy from your competitors.
dangers of “salesy” copy and “fancy” words.
Imagine a scene from your favorite courtroom drama.
The “lawyers” speak to each other at a frantic pace, pausing every few seconds to toss in silly legal jargon that makes no sense to most of the viewers. Now, this manner of speaking is part of the appeal of tv shows–the lawyers are supposed to know things the viewers don’t and appear more intelligent as a result.
But what if you were a juror in a real courtroom, listening to a real lawyer speak to the judge in the same way? You’d feel confused, alienated, maybe even embarrassed. Naive. These are the same negative emotions your clients and partners feel when they don’t understand your offer, your brand values, or the words you use.
Thankfully, there are ways for companies to avoid these pitfalls. Here’s how.
simplify and humanize your message.
Fun fact: 74% of adults in the US read at a 6th grade level. (Source.)
That means there are roughly 224 million people in the US that don’t know what “pro forma” or “TBD by EOD” means.
Consider the words used during a conversation with a stranger at the supermarket. Or how you’d explain a mortgage loan to a teenager. How we talk in everyday life is more-or-less how companies should communicate in their marketing.
There are outliers, of course. For example, you wouldn’t want to send company shareholders an email that starts with “Hey fam!” But the goal is to use a common language that broadens your reach.
Here are three practical tips for simplifying your copy:
- Use short sentences and familiar words.
- Break down complex ideas into digestible parts.
- Avoid industry-specific terms unless they are universally understood by your audience.
Example: Instead of saying, “Our comprehensive asset management solutions are designed to optimize your property portfolio’s performance,” say, “We help you manage your properties better, saving you time and money.”
build trust through transparency and value.
It’s crucial to build trust and demonstrate the value your business brings to current clients, prospects and partners.
Here are some strategies:
- Transparency: Be open about your processes, pricing, and results. People appreciate honesty and are more likely to work with a company that is upfront about what they can expect.
Example: Offer a clear breakdown of your services and costs, along with case studies that showcase your successes.
- Value Proposition: Be clear about the benefits of working with your company and how your services solve specific problems.
Example: Instead of saying, “We’re your premiere partner for growth capital acquisition,” say, “We find the money your business needs to keep growing.”
provide clear directions.
Finally, to drive action, make it very clear what you want people to do and encourage them to do it. How? Provide a clear offer, compelling calls to action (CTAs) and make the next steps straightforward.
here’s an example of providing clear directions for a newsletter sign up page and follow-up email sequence:
- Offer: “Weekly newsletter with case studies, industry insights, and emerging trends. Sent to your inbox every Monday morning.”
- CTA: “Sign up for our newsletter.”
- Thank-You Page: “Thank you for signing up to our newsletter. You’ll soon receive a Welcome email guiding you through next steps and what you can expect in our weekly newsletter.”
- Welcome Email: “Hello! Thanks again for signing up to receive our newsletter. It’ll hit your inbox every Monday morning! (Just in time for the day’s first coffee.) And comes packed full of useful information our team finds from across the web…”
See how each step of the process clearly communicates an offer, desired action, or next step in the process.
And if you think the copy sounds repetitive–you’re right. Clear messaging is repetitive by design.
That’s why there are road signs every few dozen yards along the highway. Because people need constant reminders about what we should be doing, where we’re headed, and what we can expect as we approach our destination.
conclusion: talk like you would to a stranger.
The nice thing about talking to strangers is that you don’t know what to expect. And because you don’t know what to expect, most people automatically revert to a simpler form of communication.
No lingo. No shared knowledge or experiences. No common phrases.
Instead, you have to explain who you are, the value you provide, what you want the other person to do, and walk them through the steps to get there—it’s the simplest, most straightforward kind of communication two adults can have.
And it’s a style of communication companies can adopt to speak more clearly, connect with a broader audience, and gain deeper trust with existing clients and partners.