|
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.
|
|
Will a Federal Foreign-Language Policy Help Your Business?