Have to get out another update? Create something they’ll actually read
You’ve got something important to share – maybe it’s about benefits re-enrolment, a plan or policy change, or performance management. But how do you get your people to actually read it?
Too often, communication comes across as factual yet forgettable. But what if it’s written so it reads like a story or sparks curiosity to make the message stick? Here’s how you can turn your updates into messages that connect, resonate, and get results – without sacrificing clarity or compliance.
Start with a human moment
Every great story begins with something familiar: a challenge, a question, or a relatable moment.
Instead of diving straight into the facts, open with a real-life scenario. Maybe it’s the stress of not understanding your benefits before a re-enrolment deadline, or the feeling of confusion when planning your long-term savings goals. Acknowledging these real-life human moments makes people feel understood and gets their attention.
A well-placed question, like “Have you ever wondered if your current savings will get you where you want to be?” can do wonders to draw readers in.
Make the message matter
To make people care, show them how the update affects them. Will it save them time? Offer new opportunities? Help their family? That’s the story to tell.
In an era of information overload, meaning is what makes communication memorable. Focus on why it matters, not just what it is.
Let tone build trust
Tone isn’t fluff, it’s function. A warm, conversational tone makes your messages feel more personal and less like a broadcast.
You don’t have to be overly casual. Choose words that make your readers feel like a real person is speaking to them (and not like they’re reading a policy manual).
Structure for skimming
If your message is difficult to navigate, the audience will never get to the end. Make it easy for them to quickly get the facts by using:
- Clear headings and subheadings;
- Short paragraphs;
- Bulleted lists; and
- Bolded key takeaways
Invite engagement
Too often, communications end with a boring directive: “Please review”, “Take this survey”, etc. Those are necessary but so is connection.
Invite questions and feedback or share a (human) point of contact. The shift from telling to connecting builds stronger communication and relationships.
The best messages inform and inspire
You don’t have to choose between an update and a gripping story. The best communication both respects your people’s time and acknowledges their humanity.
When communication feels like a conversation rather than a notice, it evolves into a lasting connection.
Want to capture (and keep) your people’s attention? We can help!
Need help transforming your updates from routine notices into meaningful moments? Whether you need help crafting the message, shaping the story, or simplifying complex content, our team of experts can help. From strategic guidance to hands-on execution, we can help you strike the right balance between clarity and connection.
Visit our Communication Consulting page for more details.