One of our accounts provides financial services. And the team was employed to create greater lead flow.
What You Need to Know: After we evaluated the client’s business, we knew we needed to get prospects to spend greater time on the site. Our goal was to communicate with comprehension so we employed a technique using Smart Brevity by Axios.
The Big Picture: This communication style allows an individual to both scan content and self select what they are interested in.
Getting into the Details: Smart Brevity employs specific axioms to structure communication in a way that is clear, concise, and impactful.
Here’s how each axiom is used, along with an example in the financial marketplace:
1. “What You Need to Know”
- Usage: This axiom serves as the headline or introduction, summarizing the most critical information. It gives the reader the essential takeaway upfront.
- Example: “What You Need to Know: Our new retirement plan offers a 5% match on employee contributions starting next quarter.”
2. “Go Deeper”
- Usage: This is used to provide more detailed information for those who want to explore the topic further. It often includes additional context or resources.
- Example: “Go Deeper: Read our full guide on maximizing your retirement savings and how the new plan benefits long-term growth.”
3. “Why It Matters”
- Usage: This axiom explains the significance of the information, helping the reader understand its impact or relevance.
- Example: “Why It Matters: Understanding these changes can help you make informed decisions about your retirement, ensuring financial security.”
4. “The Big Picture”
- Usage: Provides a broader context or overview, often connecting the specific information to larger trends or issues.
- Example: “The Big Picture: With an aging population, securing a reliable retirement plan is more critical than ever.”
5. “By the Numbers”
- Usage: This axiom uses data or statistics to reinforce the message or provide evidence.
- Example: “By the Numbers: 75% of employees who take advantage of the 5% match see an average 20% increase in their retirement savings over 10 years.”
6. “The Bottom Line”
- Usage: Summarizes the key takeaway, often highlighting the action the reader should take.
- Example: “The Bottom Line: Enroll in the new plan today to take full advantage of the benefits and secure your financial future.”
These axioms help structure communication in a way that is easy to follow, with each section serving a distinct purpose to guide the reader through the information.
For more information on how to communicate with comprehension, then connect with the team directly here.
