Top tips for writing change messaging
Many professionals are tasked with communicating change within their organisation; whether they’re comms pros or not. And crafting effective messaging is crucial to getting change across the line. So, we’ve shared the top tips for writing impactful change messages that resonate with your audience and inspire action… without the jargon.
1. Balance head and heart
Effective change messaging balances appealing to both the head and the heart of your audience in a way that presents facts, logic and business reasons while acknowledging and addressing the emotional aspects of the change.
For example, your message could say a change is important for improving the way systems function in an organisation, but you might add that the change also means a better end-to-end experience for the employee. It’s important to incorporate this kind of empathy and understanding into your messages to help your audience feel valued and heard, fostering a deeper connection and increasing receptiveness to change.
2. Write from the reader’s perspective
Avoid the common pitfall of writing change messages from the organisation's perspective. Instead, tailor your messaging to resonate with your audience by focusing on what's in it for them. Use language that speaks directly to their needs, concerns, and motivations by highlighting the benefits of the change from the reader's perspective - this is exactly how you’ll create a compelling case for action and increase engagement.
3. Talk about what’s NOT changing
Combat resistance to change by addressing the status quo bias head-on. In addition to outlining what is changing, clearly communicate what will remain the same. Acknowledging continuity provides reassurance and stability, alleviating fears and resistance to the unknown. By emphasising elements of familiarity during change, you can ease the transition process and promote acceptance.
4. Use concrete language
Avoid ambiguity and instil confidence in your messaging by using concrete language. Steer clear of hedging phrases that soften the message or introduce uncertainty, such as “it appears” or “we believe”. Instead, be direct and specific in your communication, such as “this is what will be significant” or “we are confident of”. Try to provide clear timelines, expectations, and outcomes. Concrete language inspires trust and clarity, empowering your audience to embrace change with confidence.
5. Use language that implies an identity
Shape the perceptions and behaviours of your audience by using terms that imply identity. You can do this through switching action-oriented verbs into nouns, which encourage individuals to see themselves as active participants in the change process. Whether it's by becoming ‘change leaders’ rather than ‘leading change’, or ‘advocates’ rather than championing change, you empower individuals to embrace their roles and drive positive change within the organisation.
Crafting effective change messaging requires careful consideration of both the content and the delivery, alongside what you aim from the messaging itself. Which is why it’s crucial to remember your messaging needs to resonate in a way that inspires, and mobilises your audience towards embracing change. Remember, effective communication is key to navigating change successfully, so invest the time and effort to ensure your messages leave a lasting impact.
Ready to elevate your change comms?
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