A Few Features of Effective Communication

One thing that you can be pretty confident that every business fundamentally realises, is the importance of effective marketing as a means of drawing in new customers, and maintaining relevance and significance within the professional landscape.

Ultimately, though, marketing rests on a foundation of effective communication – and whether that communication goes through text, audio, video, through social media or landing page copy, many of the principles of effective communication remain the same.

While there are great tools out there today to help to streamline and improve certain elements of your business, such as Enterprise Architecture Solutions, the need for effective communication is always present and always relevant.

Here are a few core features of effective communication.


Whenever you’re trying to communicate anything to your prospective customers, it’s vitally important that you actually manage to convey your intended message as quickly, specifically, and effectively as possible.

Research and website analytics consistently show that people tend not to have a lot of patience for reading through large chunks of text that don’t convey a clear message quickly, or for watching a video that seems hard to interpret.

If you can’t boil down the essential details and benefits of your business, service, or product in a quick, clear, and concise manner, few if any of your prospective customers are likely to give you the time of day.

Practice creating an “elevator pitch” for your business, and identifying the core features of what it is you do, what it is you can offer to prospective customers, and what you want to convey to them about your business.


If there’s one thing that people tend to hate when it comes to marketing materials, it’s adverts, campaigns, and promises that seem insincere, overly contrived, and disingenuous.

More and more, members of the public by and large are looking for authenticity and sincerity from the businesses they choose to give their money to, and so you should aim to ensure that your communications are always as sincere as possible.

Of course, you’ll need to maintain the right tone when communicating with your audience and preparing your marketing materials, but if you are communicating in a way that you feel is insincere or inauthentic, there is a good chance that the people you are communicating with will pick up on it to, and won’t like it.


Whenever you’re aiming to communicate with your prospective customers, it’s vitally important that you have a fairly clear and accurate sense of just what it is they’re actually looking for, and what it is they’re likely to find relevant.

Even if you are a highly effective communicator, and have a very well organised and structured business, your communication isn’t going to have any meaningful impact if it’s irrelevant to the people you are trying to reach.

Taking steps to put yourself in the position of your audience, and to identify the issues they are likely looking to resolve when they come across your company, can be a great way of ensuring that you keep your communications relevant and succinct.

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