What does it mean to use Brevity in your speech? Being able to speak clearly is essential for any marketing plan to work. Finding the right mix between brevity and humor in communication is key to getting people to pay attention and get involved.
Short vs. Lengthy: The Basics of Talking to People 🤝
When it comes to marketing, simplicity means getting your point across quickly and clearly. It helps people understand your main point without getting bogged down in information they don’t need. Someone looking for an answer to the question “How does lead generation work?” for example, wants a clear, useful answer. A short, well-organized account can quickly give them what they want and make your brand look like it knows what it’s talking about.
On the other hand, humor makes your connection more personal and friendly. It can make your content more interesting and approachable, especially if you work in a field that seems dry or too technical. But it’s important to use humor carefully and in the right way. Too much humor or casualness can take away from your message and even come off as unprofessional, especially in formal settings.
Situation 1: Making a marketing plan ✅
Take the role of a digital marketer who is starting a new campaign for their “Concord NH marketing firm.” You want to get area companies that need help with their online presence to come to you. You could say the following in your email:
“We help local businesses like yours become more visible online at XYZ Marketing,” is an example of a short sentence. Let’s talk about how we can improve your digital plan over the phone.
Example of Levity: “Having trouble standing out online? We turn hits into clients here at XYZ Marketing!” or “Let’s talk about how to make the web work better for your business.”
The theme is the same in both, but the tone is different. The first one is clear and to the point, while the second one is a little more fun and friendly. One might hit home more with your viewers than the other.
Scenario 2: Breaking Down a Hard Idea 💡
Say you’re writing to explain something hard to understand, like “How does lead generation work?” The problem here is to make the information easy to find without giving too much to the readers.
For example, “targeted marketing efforts that bring in prospects and turn them into customers are called lead generation.” You can build a list of possible clients by giving your audience useful material and interacting with them.
“Think of lead generation like planting seeds,” said Levity. If you give those prospects useful information and follow up at the right time, you’ll see them turn into loyal customers.
The levity example uses a metaphor to make the idea more relatable and easier to understand, while the brevity example gives a clear and concise description.
Scenario 3: Answering a Common Question 🙋♂️
Consider a case where people are looking for an “advertising agency near me.” Your goal is to get your unique value offer across clearly.
For example, “ABC Advertising creates unique campaigns that connect you with people in your area.” Talk to us right away to find out more.
“Trying to find an advertising company that gets you?” ABC Advertising makes ads that talk to you and your viewers in the same way. Let’s work together to make something awesome!”
The message in both cases is about how the agency can help local clients, but the tone is changed to fit the tastes of the audience. The humor example is meant to make you feel more connected to the person, while the brevity example is more direct.
How Important It Is to Know Your Tone 🗣️
To effectively engage your audience in marketing communication, you need to know when to be short and when to add humor.
If you’re writing for “marketing agencies in New England” or explaining “how lead generation works,” making sure your tone fits their standards can help your message get across more clearly. By learning how to be brief and when to add a bit of humor, you can make sure that what you say sticks, explains and moves people to take action.
