Making Your Message Memorable

Today’s communicators know that time and attention are limited and everyone is trying their best to break through the clutter. Even if your content offers
valuable resources and insights, there’s no guarantee your audience will take the time to read or retain it.

The messages that grab and hold attention tend to have a few things in common:

They get to the point quickly

They’re easy to skim

They use visuals to stand out

Whether you’re writing a LinkedIn post, an email newsletter or an important lead-generating resource, sharing your message quickly, clearly and visually makes a huge difference in the success of your communication.

Get to the Point Quickly with a Focused Topic

If you have an exciting message you want to share with your audience, your first instinct may be to include more context than is necessary. But in a world of information overload, too much material can be the quickest way to lose your audience’s attention.

Instead of trying to say everything, zero in on one specific takeaway, insight or idea and communicate it as concisely as possible. What’s the one thing you want your audience to remember? Lead with that and stick to it. Make sure your piece of content has a specific goal and cut any points that don’t support it.

Create Skimmable Content that Encourages Further Reading

Your audience will quickly skim your content before deciding whether or not to read it. Make it easy for them to get invested by determining your target audience, a logical hierarchy and relevant keywords.

Call out your Audience

People pay attention to what feels relevant to them. If your target audience sees themselves reflected in the first line or so, they’re more likely to keep reading. Try opening with a direct callout that connects to their role, identity or challenge:

“Hey, working moms — does this sound familiar?”

“In-house marketing teams are fighting an uphill battle.”

“If you’re managing multiple clients and 100 Slack notifications a day…”

These kinds of openers create instant relevance and curiosity.

Create a Structure that Grabs Attention

If a reader can’t understand your message in a few seconds, they’ll scroll on by. Grab and guide their attention by breaking content into sections with clear headings, short paragraphs and easy-to-read bullet points. When you create a skimmable structure, you increase the chance someone will actually stop and read.

Add Keywords your Audience Cares About

Think about what language resonates with your audience. What words or phrases will they immediately recognize and look for in your text? Include those words and phrases early in your content and emphasize them in headings and subheadings.

Use Visuals to Share Your Story

Visual storytelling is your best bet at boosting engagement. While a stock photo or illustration can help catch your audience’s eye, intentional visuals that reinforce your specific message will drive your point home.

What are Intentional Visuals?

Intentional visuals are more than just beautiful pieces of content — they’re functional, strategic and aligned with your message. Think graphics that highlight a key stat, images that connect to your audience or icons that help structure content. The best visuals support your content instead of distracting from it.