Five Effective Communication Strategies

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Humans are a sociable species. We love to share ideas – so why do we often struggle to communicate through our writing? Author Brenda Ueland offered an explanation: ‘You have to hold your audience in writing to the very end -- much more than in talking, when people have to be polite and listen to you’.

Human communication. Designed by Freepik


When we speak to each other, we usually receive immediate non-verbal feedback (positive signs include regular eye contact or smiling). Written content relies solely on words – words that are based on assumptions about what readers want. However, these five communication strategies will make your writing engaging and sustain readers' attention throughout.

1. Choose a Strong Title

A short – but relevant – title tells your audience what they can gain from your content. Identify keywords and include them to boost your online presence. Consider phrasing your title as a question – it’s quite possible that people are Googling the exact same query.


2. Use Short Sentences

The longer or more complicated a sentence, the more work required of your audience. Not all sentences need to be short, but a varied approach makes content more accessible. Achieve this by:

  • splitting sentences up;
  • using bulleted lists;
  • rewriting sentences for clarity; and
  • removing any unnecessary words.

3. Be Direct

Use first-person or second-person pronouns, especially you or we. This makes it clear who the writer is, who the audience is and who holds responsibility. Be positive rather than negative, use gender-neutral language, and try to avoid the use of jargon or clichés.


4. Put the Reader First

That might sound strange if you’re writing a thought leadership article. However, readers are principally interested in what they can gain from your content. They don’t want to be talked down to, and they want to feel included. The average reading age in the UK is low – between 9 and 11, according to the National Health Service (NHS) – so try not to alienate your audience. 


5. Use Supporting Evidence

Add credibility to your content by citing experts and thought leaders. This will transform your statements from opinions into well-supported arguments. Be sure to quote sources, but avoid deep links (which may change over time) or links to Wikipedia articles (which are not authoritative). Newcastle University offers the following advice: ‘…provide robust evidence to justify your point, show how you have arrived at your conclusions and prove that it’s based on solid grounds’.


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