Over-communication can be a good thing

 

We send out this newsletter every two weeks, talking about how organizations and individuals can better communicate with their audience. Read past issues.

 

People tend to forget or fail to process a message, especially if it’s conveyed en masse (ex. when they receive it while part of a group of people).

 

Situations like those make it necessary to communicate in a way that helps them retain information. In other words—over-communicate.

 

What is it? Probably not what you think—It doesn’t mean giving too much information. It’s communicating a message that is relevant to your audience effectively. This involves repetition, along with making sure the key information stands out from anything else you’re saying.

In certain scenarios, it’s less risky to be repetitive than it is to be ignored. In those instances, over-communication helps you keep important information at the top of your audience’s mind.

 

Here’s when you want to implement it:

 

When do you want to over-communicate? If you’re in a leadership position and want to ensure team members are aligned towards a goal or vision. If you want the person/people to take action on a time-sensitive or important issue.

Here’s how over-communication can play out in some real world scenarios.

• A political campaign is persuading constituents to go out and vote on election day. They start sending text message reminders more frequently in the last week of the race.
• A nonprofit leader has set a certain fundraising goal for their campaign. By repeatedly emphasising the goal, they motivate staff and volunteers to stay on target.
• An e-commerce store is offering a limited time sale to customers on certain products. They maximize the chance of prospects being aware of the sale by sending reminders across multiple channels.

Apply over-communication by:

1. Simplifying and highlighting the message

When it comes to the key information we want to get across, make sure it doesn’t take unnecessary effort for our audience to understand.

 

When speaking, convey the importance of what you have to say, and use pauses and intonation appropriately. In written form, you can also highlight the information you want people to take away. 

 

2. Communicating often

Could you repeat that, please?

 

Reach out as often as you can. Your urgency, or the sense that you value your message will have an effect on the people you are talking to.

 

3. Conveying new information quickly

New developments may occur as time goes on (say, the date to achieve a fundraising goal has been extended for a nonprofit). This is also an opportunity to keep your message relevant, if you reach out as soon as new information is available.

 

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Don’t let the fear of annoying people or being rejected hold you back! If you believe your what you have to say is important enough, over-communication helps your message be heard.

 

See you next time,

Mukundan