Bananarama famously sang, “It ain’t what you do, it’s the way that you do it.” (Apologies if you’re under 45 years old, you may need to Google that reference…). Admittedly, they weren’t referring specifically to client interactions or marketing communications, but veterinary marketers and clinic teams would still be wise to heed their advice!
Of course, the messages that we convey are important, but it’s not the whole story. How those messages are presented will directly affect whether they (and your recommendations) are listened to, believed, and liked.
But why?
Surely the quality of the evidence and the information is the most critical thing?
Well, not exactly.
Perceptual fluency describes how easy our brains find it to process information.
Studies have shown that if we find something easy to process, then our subconscious mind mistakes that ease for something quite different and much more meaningful. Our brain mistakes the pleasant sensation of processing ease for things that might surprise you. Just because something is easy to process, our brains will decide that it’s more trustworthy, credible, and correct (Okuhara et al., 2017).
So, if perceptual fluency is a good thing, how can we achieve it?
We can influence how easily our communications are processed in so many ways. From keeping in-person communications brief and simple, through to how we lay out written communications so they are uncluttered.
Practical tips for written communications:
- Keep it simple
Use clear and straightforward language. Avoid jargon and complex sentences. - Use readable fonts
Choose fonts that are easy on the eyes, such as Arial or Helvetica. Avoid overly decorative fonts that can be hard to read. - Contrast and Colour
Use high contrast between text and background. Dark text on a light background is usually best. Be cautious with colour combinations that might strain the eyes. - White Space
Don’t clutter your content. Use white space effectively to separate sections and make the layout more inviting. - Chunk information down
Break information into bullet points or numbered lists. This makes content easier to scan and digest.
Test your communications:
Once you’ve crafted your communication, test it. Gather feedback from colleagues or a small audience to see what they take from the information. Are they finding it easy to read and understand? Use their insights to make any necessary adjustments.
Practical tips for in-person communications:
- Keep it simple
Use clear and straightforward language. Avoid jargon and complex sentences. - Make it visual
When explaining complex information, use visual aids like diagrams or models. This helps make abstract concepts more concrete and easier to understand. - Repeat key messages
Repeat key points to reinforce the message. More memorable things are perceived as being more perceptually fluent, and repetition helps create memories. - Summarise:
Summarising the main ideas that you’ve discussed helps to reinforce messages. - Structure information
Present information in a logical and structured manner. Start with the most important points and follow with supporting details (not too much detail though!).
Present information in a logical and structured manner. Start with the most important points and follow with supporting details (not too much detail though!).
In Summary:
Next time you’re finalising a communication, make sure you reflect not just on what you’re going to say, but also spend time reviewing how you will present it. Be clear, be concise, and make it pleasing to the eye! Remember, it’s not just about the message itself, but the way it’s delivered that can make all the difference.
By embracing perceptual fluency, you can build trust, credibility, and a positive reputation with your clients. So, as Bananarama wisely hinted, it truly is about the way that you do it!
Do you wish you could equip your team with more behavioural science superpowers? Visit our Workshop page to find out how.
