With businesses pumping out so much information in press releases, newsletters, blogs and tweets, how much of it is clear?
Clarity is important when readers have so much to read. If they can’t understand something, it needs to be very important for them to take the time to re-read it or contact you for clarification. Most likely they won’t bother and will move on to the next item, possibly from a competitor. If that is easy to read and understand, you’ll have lost out.
When you’re close to your business, you understand the complexities: how everything fits together. It won’t be so clear to someone who doesn’t know your business. Often, people give up if they find something confusing.
Sometimes it isn’t necessary for customers to know about complex issues which are important to the internal processes of your business. If that’s the case, don’t mention them or you’ll add unnecessary complexity.
Where you do have to mention complexity, such as different brands or subsidiaries dealing with different products or services, make sure that these are explained clearly. If not, customers won’t know who to contact about what and they could feel it is easier to go to a competitor.
Why am I writing this? Because I am trying to write about a company which appears to have a similar sister company offering a similar product and I have had to ask them to clarify the set-up. Not everyone would bother to ask.