If your wellness communication seems too serious or preachy, it’s time to establish a new tone — one that will resonate with your time-strapped audience that acts when enticed, not just informed.
Organizations that want to sound “official” usually end up sounding confusing or egotistical. The intent of their messages is lost in the delivery, usually because the messages have more to do with the sender (“This is what we want, and this what we think”) than with the receiver (“Here is what you asked for, and this is how it applies to you”).
Here are 7 tips to “lighten up” the voice of your wellness communication:
1. Captivate before you educate. Before you draft any copy, remind yourself that most employees assume they don’t have time for your communication.
Informing employees about the advantages of participating in your wellness program might be your primary communication goal, but it shouldn’t be your initial one. The original mission is to capture employees’ attention. Savvy organizations accomplish this by creating wellness communication that is conversational and succinct. They deliver messages with tones and lengths that fly in the face of what other organizations consider to be “proper” and “official.”
2. Make your program a blast, not a boot camp. Infusing humor can make wellness seem accessible to people who otherwise wouldn’t care. Using cartoons, funny quotes or personal anecdotes can make your communication feel less stuffy, more personal and perhaps more aligned with your culture.
3. Stick to one focus per message. Some organizations try to “show off” their intelligence by distributing long articles or emails filled with jargon. Instead consider targeting a key issue, such as weight loss, reduced stress, or preventing heart disease. Say it quick, and make it stick.
4. Don’t bury the good stuff. Cut the gist of your message down to an “elevator speech” you can describe in a sentence or two. Make those words the first ones readers see. Don’t hide the point.
5. Encourage realistic progress. Well-crafted messages can spur employees to action, but change is more realistic when it encourages minor changes rather than massive overhauls. Smart communication aims to move unhealthy people an inch forward on the spectrum. Baby steps are great.
6. Recognize and reward regularly. You want to encourage healthy behavior. Be a cheerleader, not a scolder. Add a short newsletter column, email announcement, or intranet section that spotlights employees who reach personal milestones on their path to better health. People are often energized and encouraged by the success of others.
7. Quit lecturing, and start involving others. Remember, your audience is going to think, “So what?” Make the take-away value easy to find, and realize it can come from anywhere, including members of your community such as chefs, bicycle shop owners and yoga instructors.
Want more insight? Start here:
1. For more perspective on making your wellness communication more fun, read the July Critical Thinking column.
2. Need writing help? We can do interviews, write articles, develop e-mails, consult with you on how to craft your wellness messages and more! Give us a call at 800-334-4094 and let’s discuss how to lighten up your wellness communications.
COMING AUGUST 15: HopeHealthLibrary.com. Hundreds of wellness articles available for you to license and use in your wellness communications. More details to come…
