The Importance Of Saying It Right. Simple Tips To Delivering The Right Message 
To Any Audience.


** You have permission to publish this article electronically or in 
print, free of charge, as long as the by-line is included. 
Notification of publication would be appreciated. Please send 
notification to mgalindo@translationsandmore.com **


Think about how much information we receive each day and how much we are expected to absorb and 
remember! As time goes by, we keep adding more media (email, wireless pda's, up-to-the-minute stocks) 
as tools for keeping and staying informed. And we are continually expected to develop and improve 
our ability to abstract and filter these messages in order to cope with the wealth of information 
that reaches our eyes, ears, bins, mailboxes, and inboxes. The pressure to process all this random 
information is constant, and it sometimes reaches the point where we almost feel numb. 

Consider, now, the fact that your multilingual audience is receiving these messages in more than one 
language; you can assume that they receive twice as much information as a single-language speaker. 
Yes, some bilingual communities are targeted with the same message in two languages. 

In a way it just adds more clutter to their issues. But, from another point of view, it gives YOU the 
opportunity to identify new ways to target your message better; ask the experts if different topics get 
their attention better than others do in either language. 

What does any consumer need, then, in terms of effective communication? 

Simple is as simple does. Anything that allows one to digest information faster, easier, and leaving 
them with some energy to click, do, and act upon something works. Make the message short, simple, and 
straight to the point. For example, if all you want them to know or remember is that "cheetahs are the 
fastest land mammals," then say it that way -- why add clutter by saying "the wild cheetahs of African 
plains can run up to 65 mph in chase of prey, faster than any other land mammals." You see, now you 
don't know if your recipient only remembers that cheetahs are African or that they can go up to 65mph, 
instead of what you really wanted them to know. 


Hyperlink words to resources. People don't have time to read for a long time on computer screens. 
If they want more information about a tangential subject, they can click on the word for more information. 
But meanwhile, they can focus on the message at hand, what you want them to know or remember. 


Clarity. We must be as clear and sensitive as possible in any language, since we cannot be heard nor 
be seen. Avoid clichés since not everybody knows what they mean. 


Speak it. If you write for the web, for a direct mail campaign, or for a radio commercial, try to write 
as if you were speaking. It requires less filtering and gets to the emotions and the brain of the audience 
faster. The best way to test if you are able to "speak" your message is that after you write it, you read 
it out loud to hear if it makes sense and it flows. 


Basic instinct. Let your instinct guide you and let your own common sense be your compass. You see, you 
are an expert communicator. You have been communicating since birth and through trial and error you know 
instinctively which messages get across as intended and which don't. It just takes some thought and 
review of what you are trying to say. 
 
Are there any other techniques that you use to help you communicate better? Send them to me so that I 
can share them with the rest of the HDYS readers. 

 
Martha. 

**********************************************************************
About the Author, if using, please include:

Martha E. Galindo, President and CEO of Galindo Publicidad, Inc.
A multilingual translations agency, selected twice as 
a Florida 100 company. Author of “How Do You Say…?” 
an eNewsletter designed to help you improve your 
business communications in other languages,
Subscribe  http://www.translationsandmore.com/subscription.html
 
GPI, Inc. Request a free project quote- 
http://www.translationsandmore.com/contact.html
 
***********************************************************************