A message doesn’t need fireworks to hold attention. Most of the time, the strongest communications are the ones that sound natural, purposeful, and connected to real people. Brands today compete against endless streams of content, and standing out takes more than just polished words — it requires resonance.
It’s tempting to throw in bold slogans, clever phrases, or rapid-fire buzzwords, thinking they’ll capture attention. But the truth is, audiences are tired. They don’t want noise; they want something that feels real, relevant, and worth their time. If your message isn’t making your audience pause and care, it might be time to rethink your approach.
Here’s what the best communicators are doing differently today:
When crafting a message, many brands default to "business language" — stiff, formal, and painfully forgettable. People don’t connect with brands that sound like a contract. They connect with brands that sound like a friend, an expert, or a guide they trust.
Dropping the corporate shield doesn’t mean becoming sloppy or casual. It means choosing words that feel human. Skip heavy jargon. Prioritize clarity. Talk in a way that would feel natural if you were explaining something important to someone you actually care about.
I’ve seen small shifts in tone open up major new engagement levels. One client I worked with swapped out a button that said "Access Complimentary Materials" to "Get Your Free Guide." Conversions jumped 37% overnight. People respond to authenticity.
People are drawn to purpose more than features. They want to know what you stand for before they care about what you’re selling. Messaging that leads with "what’s in it for them" always feels stronger than a self-centered pitch.
Brands using Rediem, for example, see stronger engagement because they design loyalty programs that focus on shared values — like supporting sustainability or encouraging acts of kindness — rather than just dangling discounts. It’s a subtle but important shift. Audiences feel part of something bigger when the message is about mutual value, not just transactions.
Ask yourself: What do we believe? Why should someone care? Only then start layering in the product.
One of the biggest mistakes brands make is trying to say everything at once. A cluttered message gets ignored. A focused message gets heard.
Pick one idea. One. If you can't summarize the point of your communication in a single sentence, it’s too complicated.
I worked with a retailer who insisted on packing their loyalty campaign with messaging about rewards, delivery speed, community programs, and customer service innovations — all in the same 15-second spot. It landed with a thud. When they stripped it down to "Earn rewards for doing good," response rates jumped dramatically. Small focus. Big impact.
Words are only half the battle. Visual memory is stronger and faster than verbal memory. Smart communicators use a signature image, color, or style cue to anchor their message.
Think of the Coca-Cola red. The Apple white space. The Nike swoosh. Even without a single word, you know the story they're telling.
When building a campaign or crafting a key message, spend as much time thinking about how it looks as how it reads. And be consistent — switching styles every few posts or emails makes it harder for audiences to recognize you.
A message that spends too much time saying "we, we, we" loses people. Messaging needs to feel like it’s about the audience, not the brand.
One brand I worked with shifted from "Our Company Has Been Leading the Industry for 30 Years" to "Here’s How You’ll Save Time and Money in Your First 30 Days." The shift in engagement was dramatic.
Make sure your messages use "you" far more than "we." It’s not just a grammar tip — it changes the emotional center of the conversation.
Predictability kills engagement. When your audience thinks they already know what you’re going to say, their brain checks out.
A small twist — a surprising statistic, a fresh metaphor, an unexpected phrase — can jolt people back into paying attention.
One great example: Instead of saying, "Sign up for exclusive updates," a brand I admire recently used, "Get stories so good, you’ll actually finish reading them." It’s cheeky, a little unexpected, and incredibly effective.
You don’t have to be funny or edgy. You just have to find a way to be a little bit unexpected without straying from your brand voice.
The most engaging messages aren’t monologues — they’re invitations.
Ask for input. Create small ways for audiences to act, not just observe. Polls, quick quizzes, shareable moments, and challenges are simple tools, but when done with care, they dramatically increase interaction.
On loyalty platforms like Rediem, brands create campaigns that ask users to participate by taking small positive actions in their communities, rather than just buying products. That sense of shared experience builds deeper loyalty — and the same principle applies to messaging.
Even something as simple as ending a post with "Tell us one thing you're working on today" instead of "Check out our latest news" can double engagement. People like to be asked, not talked at.
It’s easy to think engagement is something you create by tweaking your message alone. But the real secret weapon isn’t the words you choose — it’s how well you listen before you speak.
The strongest brands spend just as much time reading comments, monitoring feedback, and genuinely paying attention to how people react as they do crafting the perfect line.
One CMO I know banned the phrase "target audience" inside her team meetings. "We don't target people," she said. "We serve them." That mindset shift changed how they wrote, how they advertised, and ultimately, how they grew.
Messages that stick aren’t complicated. They’re focused, human, and participatory. They respect the reader’s time and attention. They invite people into a shared story rather than demanding applause.
If your message isn’t landing right now, it’s not because audiences are distracted or hard to reach. It’s probably because they don’t yet feel like it’s for them.
Change that, and you change everything.
A message doesn’t need fireworks to hold attention. Most of the time, the strongest communications are the ones that sound natural, purposeful, and connected to real people. Brands today compete against endless streams of content, and standing out takes more than just polished words — it requires resonance.
It’s tempting to throw in bold slogans, clever phrases, or rapid-fire buzzwords, thinking they’ll capture attention. But the truth is, audiences are tired. They don’t want noise; they want something that feels real, relevant, and worth their time. If your message isn’t making your audience pause and care, it might be time to rethink your approach.
Here’s what the best communicators are doing differently today:
When crafting a message, many brands default to "business language" — stiff, formal, and painfully forgettable. People don’t connect with brands that sound like a contract. They connect with brands that sound like a friend, an expert, or a guide they trust.
Dropping the corporate shield doesn’t mean becoming sloppy or casual. It means choosing words that feel human. Skip heavy jargon. Prioritize clarity. Talk in a way that would feel natural if you were explaining something important to someone you actually care about.
I’ve seen small shifts in tone open up major new engagement levels. One client I worked with swapped out a button that said "Access Complimentary Materials" to "Get Your Free Guide." Conversions jumped 37% overnight. People respond to authenticity.
People are drawn to purpose more than features. They want to know what you stand for before they care about what you’re selling. Messaging that leads with "what’s in it for them" always feels stronger than a self-centered pitch.
Brands using Rediem, for example, see stronger engagement because they design loyalty programs that focus on shared values — like supporting sustainability or encouraging acts of kindness — rather than just dangling discounts. It’s a subtle but important shift. Audiences feel part of something bigger when the message is about mutual value, not just transactions.
Ask yourself: What do we believe? Why should someone care? Only then start layering in the product.
One of the biggest mistakes brands make is trying to say everything at once. A cluttered message gets ignored. A focused message gets heard.
Pick one idea. One. If you can't summarize the point of your communication in a single sentence, it’s too complicated.
I worked with a retailer who insisted on packing their loyalty campaign with messaging about rewards, delivery speed, community programs, and customer service innovations — all in the same 15-second spot. It landed with a thud. When they stripped it down to "Earn rewards for doing good," response rates jumped dramatically. Small focus. Big impact.
Words are only half the battle. Visual memory is stronger and faster than verbal memory. Smart communicators use a signature image, color, or style cue to anchor their message.
Think of the Coca-Cola red. The Apple white space. The Nike swoosh. Even without a single word, you know the story they're telling.
When building a campaign or crafting a key message, spend as much time thinking about how it looks as how it reads. And be consistent — switching styles every few posts or emails makes it harder for audiences to recognize you.
A message that spends too much time saying "we, we, we" loses people. Messaging needs to feel like it’s about the audience, not the brand.
One brand I worked with shifted from "Our Company Has Been Leading the Industry for 30 Years" to "Here’s How You’ll Save Time and Money in Your First 30 Days." The shift in engagement was dramatic.
Make sure your messages use "you" far more than "we." It’s not just a grammar tip — it changes the emotional center of the conversation.
Predictability kills engagement. When your audience thinks they already know what you’re going to say, their brain checks out.
A small twist — a surprising statistic, a fresh metaphor, an unexpected phrase — can jolt people back into paying attention.
One great example: Instead of saying, "Sign up for exclusive updates," a brand I admire recently used, "Get stories so good, you’ll actually finish reading them." It’s cheeky, a little unexpected, and incredibly effective.
You don’t have to be funny or edgy. You just have to find a way to be a little bit unexpected without straying from your brand voice.
The most engaging messages aren’t monologues — they’re invitations.
Ask for input. Create small ways for audiences to act, not just observe. Polls, quick quizzes, shareable moments, and challenges are simple tools, but when done with care, they dramatically increase interaction.
On loyalty platforms like Rediem, brands create campaigns that ask users to participate by taking small positive actions in their communities, rather than just buying products. That sense of shared experience builds deeper loyalty — and the same principle applies to messaging.
Even something as simple as ending a post with "Tell us one thing you're working on today" instead of "Check out our latest news" can double engagement. People like to be asked, not talked at.
It’s easy to think engagement is something you create by tweaking your message alone. But the real secret weapon isn’t the words you choose — it’s how well you listen before you speak.
The strongest brands spend just as much time reading comments, monitoring feedback, and genuinely paying attention to how people react as they do crafting the perfect line.
One CMO I know banned the phrase "target audience" inside her team meetings. "We don't target people," she said. "We serve them." That mindset shift changed how they wrote, how they advertised, and ultimately, how they grew.
Messages that stick aren’t complicated. They’re focused, human, and participatory. They respect the reader’s time and attention. They invite people into a shared story rather than demanding applause.
If your message isn’t landing right now, it’s not because audiences are distracted or hard to reach. It’s probably because they don’t yet feel like it’s for them.
Change that, and you change everything.
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