1. Start with the “why”
Before diving into the detail, step back. Ask yourself: What’s the one thing the audience needs to understand? Clarity begins with knowing your purpose—and stripping away anything that distracts from it.
2. Know your audience
A technical report for senior leaders and a campaign for the general public will look very different. Tailoring your language, tone, and level of detail is non-negotiable.
Clear communication tips:
- Avoid jargon unless your audience uses it too.
- Replace technical terms with everyday language.
- Use metaphors or analogies to make abstract ideas more relatable.
Example: Instead of saying “You may experience gastrointestinal discomfort”, try “You might feel a bit of stomach pain.”
3. Structure for simplicity
Complex information often feels overwhelming because it’s presented all at once. Break it down into digestible pieces:
- Short paragraphs
- Clear subheadings
- Bullet points for key takeaways
This structure helps readers scan, absorb, and remember the essentials.
4. Use storytelling to build connection
Even the most technical detail becomes easier to grasp when you link it to human experience. Stories make facts memorable.
In the NHS, I often framed policy changes around a patient’s perspective—how it made their care better, faster, or safer. In the charity sector, I shared stories of individuals whose lives were directly changed by a project or donation.
Stories bring numbers, processes, and policies to life.
5. Test for Clarity
What seems “simple” to you might still feel complicated to others. Before finalising copy, try these approaches:
- Ask someone outside the project to read it—can they explain it back to you?
- Run content through readability tools to check for overly complex language.
- Read it out loud - if you stumble, your audience will too.
Why it matters
Clear communication isn’t just about being understood—it’s about building trust. When people feel informed, they’re more likely to feel empowered, engaged, and connected to your organisation.
And in sectors like health and charity, that trust can be life-changing.
If this article struck a chord, I’d love to hear from you.
Drop me a message - and let’s explore how clear communication could help your organisation thrive.
