Press release

Get people's attention, despite today's distractions
Make the complex simple to quickly make your point

February 9, 2009

Now, more than ever, you need to get through to people—to get your work done, sell your product, motivate your team, or find a job. But there's so much noise out there, such information overload, that your message can easily become lost in the shuffle. The secret to capturing attention, says Alison Davis, co-author of the book, Your Attention, Please (Adams Business, 2006), and a weekly web log, "Insights," at www.davisandco.com/blog, can be summed up in one word: simplify.

"In today's pressured world, people are too busy to take time to understand what you're trying to say," explains Davis, who runs Davis & Company, a firm that helps companies like Bank of New York Mellon, MasterCard, and PepsiCo engage their employees. "You have three seconds to get your point across. If you don't, your audience will hit the 'delete' button."

That means taking even the most complex subjects and boiling them down to their essence. Here's how:

• Know your audience. This is hardly a new idea, but it's more relevant than ever. You simply need to understand the people you're trying to reach, otherwise you won't be able to shape your message to appeal to them. Find out: What are the characteristics of your audience? What's going on with them? What do they care about?


• Go Hollywood. The major movie studios are experts at capturing a complicated two-hour movie in just one statement, which Hollywood calls "the high concept." Find inspiration at a theatre near you, then consider how your message could be boiled down to one idea.


• Answer the essential question, "What's in it for me?" Today's audiences don't have patience for blah-blah-blah information. They need to see in a flash how your message affects them—and ideally, helps them solve a problem or meet a need.


• Rinse and repeat. Don't assume that just because you sent a message once that it was received, understood and acted upon. Figure out how you can support and reinforce your communication through appropriate repetition. (This is tricky, and takes practice, because you need to find the right balance between helpful reminders and nagging. Avoid nagging, unless you're communicating with your children.)

How do you know if you're on the right track? "Approach communication the same way you do gift-giving," says Davis. "If the communication is something you'd want to receive, you'll be successful."

Davis & Company helps leading organizations reach, engage and motivate their employees. Our clients include Eaton, ITT, Johnson & Johnson, PepsiCo, Pfizer, Rogers Communications and Tyco International. Founded in 1984, the firm also offers web-based workshops and publications on employee communication and HR/benefits communication. For more information, visit: www.davisandco.com