Mixed messages

Simon Hall explores the danger of mixed messages in reports, presentations, talks, business, plans, storytelling, and all forms of communication, and how to avoid the problem.

confusing signs on door

Any form of communication tends to work best with one simple and clear message. 

It's why you hear the complaint about mixed messages so often. 

Whether it's a friend, concerned the person they fancy gives off mixed messages about whether they're interested or not.

Or in the media, with complaints about mixed messaging in government policy. 

I saw a stark example of mixed messaging in Cambridge last week, as the picture shows. 

 

It's an example of the danger of mixed messages. 

The fantastic success of the vaccination programme has been a great comfort in these difficult times, but here's a potential deterrent for people on their way to get jabbed. 

You can almost hear the conspiracy theorists saying:

   - If they can't get the signs right, what hope is there for the vaccine?

So here are some areas with potential dangers of mixed messaging for you to watch out for in your communications. 

 

Mixed Messages in Policies

This is probably the most important arena to beware of mixed messages.

I'm not just talking in government. That's a well-known danger. 

Look at the difference in success of the government's current Covid travel guidance as opposed to the initial messaging. 

With travel it's a traffic light system, and in the amber category we're not quite clear if we're supposed to go abroad or not.

Even government ministers have made contradicting statements.

The result has been public confusion, and lots of criticism of mixed messages.

 

Contrast that with the simple, clear and striking messaging from those awful early days of the pandemic:

   - Stay home, protect the NHS, save lives

Whatever you think of the politics and the lockdown, the communication strategy worked. 

Because it was simple, straightforward and clear, with no danger of mixed messaging.

 

But it's not just government policies to be clear with. 

Raising a family?

Simple and clear rules on discipline help keep the kids in order. 

Running a business?

No mixed messages helps your staff to understand your ethos, values and principles.

And so it goes for so many fields of life.

 

Mixed Messages in Business

One clear and simple message helps customers instantly understand and remember a business.

I make a living teaching and coaching, mainly in communication skills.

But my company, Creative Warehouse, and all my lovely team, help with copywriting, media publicity and public relations, design, website writing and building, and all the other areas that make up anything you could need in the communications field.

If you look at the two websites for me and Creative Warehouse, you see the clear divide between the two areas of business, which helps people understand exactly what each does. 

 

Mixed Messages in Reports

Reports present another danger of mixed messaging. 

Go to a news website and click on a story, any story, then have a quick scan through. 

Notice how the headline dictates the angle of the story, and everything in it follows that theme.

It's called the golden thread and it should run through any story, whatever it might be. 

 

Likewise with reports on any subject whatsoever, in any field of life. 

If I'm putting together an analysis of why a business's website isn't working, and how to fix it, I don't suddenly start writing about their advertising strategy.

That would be confusing at best, and more likely to ensure I didn't get the job.

Always remember the narrative of what you're writing about, and stick to it to avoid the danger of mixed messaging.

 

Mixed Messages in Presentations

I often see it in a talk, where the presenter is supposed to be exploring, for example, the need to prepare for a new version of Google...

And then starts speaking about their company's discounted offer on support, and all the other services they offer.

It's understandable. Every event offers an opportunity for promotion. 

But it can also be offputting.

Far better to stick to your subject, avoid the danger of mixed messages, and let your expertise speak for itself. 

That makes potential customers far more likely to be interested in your services.

 

Mixed Messages in Blogs

What has everything I've written in this blog been about so far?

Yep, you got it.

Every single thought has been on the subject of mixed messaging.

Would it have worked if I'd suddenly strayed off into talking about how England are doing at the European Football Championships?

You'd feel confused, wonder what had happened, why I'd veered into a different subject, and might stop reading, never to return to my musings. 

That's the danger of mixed messages... yet again.

 

Message Substance

A final thought:

Never forget that having a clear and simple message is only part of the battle in communications.

There is absolutely no substitute for substance. 

It's pointless having an effective narrative, angle or title, if the thought, analysis, argument and details aren't there.

So once you've got your message all sorted, loud and clear, you're still got to put in the hard work of giving substance to your story.

 

In summary, on our core story of mixed messages:

Every time you start some storytelling or create a communication, think about your golden thread, the simple, straightforward narrative which runs through it.

And then avoid the danger of mixed messages by...

   - Sticking to it.

Just like in this blog!



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