Let’s face it, folks. We’re all living in a world where our brains are constantly bombarded with information. And right now, with everything going on, many people are dealing with high cognitive load. Think about it: you’re trying to work from home, homeschool the kids, keep up with the news, and maybe even bake sourdough bread (because, why not?). It’s enough to make anyone feel overwhelmed.
So, what does this mean for marketers? Well, it means that we need to be extra careful about how we communicate with our audience. We need to make sure that our messages are clear, concise, and easy to understand. Because when someone’s brain is already overloaded, they’re not going to be receptive to a long, rambling email filled with jargon and confusing language.
Here are a few tips for writing emails that will actually get through to your audience, even when they’re dealing with high cognitive load:
- Keep it simple. Write like you’re talking to your eighth-grade self. No fancy vocabulary or complicated sentences. Just plain, simple language that everyone can understand. And for goodness’ sake, ditch the company jargon! We’re not trying to impress anyone with our fancy vocabulary; we’re trying to get our message across.
- Focus on one thing at a time. Remember those topic sentences from English class? Start each paragraph with a clear main point, and then use the rest of the paragraph to explain or develop that point. Avoid trying to cram too much information into one email. If you need to cover multiple topics, use subheads to break things up and make it easier for your readers to follow along.
- Make it easy to take action. Don’t leave your readers hanging! At the end of your email, tell them exactly what you want them to do. And make it easy for them to do it. Do you want them to click a link? Download a file? Sign up for a webinar? Make it clear and concise. And don’t ask them to do too much! One action is enough.
- Don’t be afraid to send a reminder. If you’re sending an email about something important, don’t be afraid to send a follow-up email a few days later. This is especially significant if you’re asking people to take a specific action. A gentle reminder can help nudge them in the right direction.
Remember, the goal is to make it easy for your audience to understand and engage with your message. So keep it simple, be clear, and make it easy for them to take action. And don’t be afraid to send a reminder.
Don't worry if Plan A doesn't work out. There are twenty-five more letters in the alphabet.