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What makes a message effective?

By Jenny Jobe On Message Strategy

The 4Cs of message strategy. Use them to make a message work.

If you’re reading this, one of these statements is probably true.

1. You need to create a message — e.g., email, playbook, landing page, social campaign — and you’re doing your homework to make sure you don’t mess it up.

2. You’ve already created a message or two. You’re not getting the results your boss or stakeholders want. And you’re trying to figure out how to right the rickety ship.

Either way, you want to communicate in a way that drives action. And while there’s no one-size-fits-all answer for that, there are four things that make a message work — the 4Cs.

The 4Cs — your keys to effective communication.

It’s clear why effective communication is important — you can’t get your audience to act if they’re not listening to you. What’s less obvious is how to communicate in a way that gets results. That’s where the four key elements of effective communication come in.

Key #1 for what makes a message effective: Be customer-centric.

Being customer-centric has been marketing gospel for more than half a century. It means everything you do — from operations to one-off emails — revolves around your customer. Where people get tripped up, though, is making the message for the customer instead of about the customer.

A customer-centric message isn’t just for the customer. It’s about the customer.

So how can you tell if you or your customer is the hero of your message? Check the subject of your sentences. If it’s you or your product, that’s a red flag. It’s also one of the easiest mistakes to make.

Quick tip: Train your brain to use “you” and “your.” And weed out the “we.”

Here’s an example. Most marketers might talk about a charitable initiative like this:

“We’re excited to announce that we’re sponsoring H₂O Heroes. With your donations, we can make a big difference in the lives of hundreds of children.”

Aww, that’s nice. Thank you for standing in the spotlight and asking me for money. I’m glad I can be of service to you — and the kids, of course.

Now flip the script.

“Your dollars = Clean water. Donate today to give kids a healthier tomorrow.”

See the difference? You’ve just gone from making a PSA about your altruism to making me, your customer, feel like I’m the hero sporting the cape. Small tweak. Big difference.

There’s a lot more to a customer-centric message than a second-person makeover — like visual elements, tone, and knowing your audience. But switching the subject of your message is an easy, smart first step.

Key #2 for what makes a message effective: Be clear.

This might seem like a no-brainer. But by gosh, show me some marketing materials, and I’ll show you umpteen sentences that are too long, too jargony, and too passive. String those together and…

Source: giphy.com

Here’s what you should know as you plan your next message.

Be simple.

Be specific.

A clear message is one that’s simple and specific.

That means:

Use short words (shoot for one or two syllables).
Write short sentences (<15 words).
Make one point at a time.
Be direct and distinct.
Quantify when you can.
Use visuals like images, charts, and infographics.
Use active voice.
Structure your message in a logical way, with headings and bullet points.
Give your audience clear next steps.

You also don’t want to sound like you’re trying to be the smartest chap in the room. Stay away from vague buzzwords used by corporateers across the country… like solutions, empower, streamline, leverage [insert eyeroll here].

Source: giphy.com

When your message is clear, your audience will know exactly what you need them to know without jumping through hoops to figure it out. They’ll trust you because you talk like they do. And they’ll be more inclined to respond to whatever it is you need them to do.

Key #3 for what makes a message effective: Be compelling.

Hands down, one of the most powerful benefits of effective communication is its whoa! factor — its ability to stop your audience, make them pay attention to what you’re saying, and act.

A compelling message is one that stops and moves.

And crafting a compelling message is the fun part. It’s when you get to flex those creative muscles and build (or rebuild) a brand identity and nurture relationships with customers.

So how do you craft a compelling message?

Use strong visuals, including images and video. People look at visuals before text. And sometimes your entire message IS a visual.
Be verby, motivate. Avoid passive voice.
Show examples or facts if you’ve got them.
Stir feelings with humor, pathos, stories, or nostalgia. People make decisions emotionally, then justify them rationally.

I mean, who didn’t like that Backstreet Boys, Downy Rinse and Refresh ad?

Source: musebycl.io

Tell me why-ee?

Because it’s nostalgic. And even young people who are just now starting to do their own laundry have probably heard that song.

Something else to consider: Dr. Robert Cialdini’s powerful principles of persuasion:¹

Reciprocity: When we receive something, we feel the need to give something back.
Scarcity: When something seems scarce, we figure it must be more valuable.
Authority: When we see someone as an expert, we’re more inclined to do what they say.
Consistency: We feel compelled to do what we’ve said or done in the past.
Liking: We’re more likely to go along with someone’s request if we know and like them.
Social proof: We look to others for answers when we’re not sure how to behave or react.

When you have an inkling about how people commonly react to a certain kind of message, you can be intentional. You’re ahead of the curve. And that’s a great spot to be in.

Let me leave you with one last thought about how to get your audience to stop and move. (I mentioned it above, but it deserves more space.)

Tell stories.

Storytelling is timeless. And for good reason. It’s a powerful way to connect with customers or prospects and tap into emotional marketing. (And as a copywriter, it’s just plain fun.)

In her latest edition of Everybody Writes, Ann Handley puts it this way: Storytelling isn’t about fairy tales. It’s about “how you add value to people’s lives, ease their troubles, help shoulder their burdens, and meet their needs.”²

Amen to that. And I’d add that it can be done for everything from a thirty-second commercial to a bank brochure. You just have to find what works for your brand, your audience — and let’s be honest — your budget.

Key #4 for what makes a message effective: Be controlled.

If your message isn’t customer-centric, clear, and compelling, it’ll become background noise. Just another message… floating in the flotsam and jetsam of ineffective marcomm.

But if your message is undisciplined, it can have other consequences. It could shake your audience’s faith in your brand. Introduce unnecessary confusion or distrust for your customers. And even get you into legal trouble when it comes to compliance and intellectual property violations.

So what does controlled mean? A controlled message is consistent and compliant.

A controlled message is consistent and compliant.

And that means:

Not breaking brand guidelines — like throwing in some canary yellow with Starbucks green.
Not saying stuff that will send legal into a spiral — like your new lip balm can cure throat cancer.
Using correct grammar — unless a rogue wrongdoing serves a purpose.
Not being offensive — and sending the offended straight to the socials and review sections.

To keep your message under control, rely on your brand’s guidelines. While they might sometimes feel like creative shackles, they are your North Star. And while your content will likely go through solid safety valves like brand and legal teams, you’ll still want it buttoned up and in tip-top shape for their reviews.

Effective communication methods are in your hands.

Now you know the 4 keys to what makes a message effective — the 4Cs. Put them into action and see if you don’t unlock better results.

You can also take some time to learn more about how the 4Cs factor into the bigger picture of message strategy. And dive deeper with some effective message examples. The more you learn about how to communicate effectively, the easier it becomes.

Source: giphy.com

Finally, if you need help or want to talk anything over, here are two more Cs to consider: Call a counterpart.

¹Cialdini, Robert B. Influence: The Psychology of Persuasion. Harper Business, 2009.
²Handley, Ann. Everybody Writes: Your New and Improved Go-To Guide to Creating Ridiculously Good Content. United Kingdom: Wiley, 2022, p. 223.