How to Communicate Complex Ideas Without Losing Your Audience

Stubborn systemic challenges and the technical terms created to solve them have been around for centuries. Some are familiar and easy to understand; others are technical and full of jargon.

A large part of accessible, clear brand communications is presenting information in a way that allows the people you serve to connect with the message. This is hard when content is riddled with complicated, excessive language.

We’ve established a simple editing formula to help organizations like yours communicate complex information more effectively: The Five Questions Framework.

This framework invites you to clarify your message in the first interaction. Once your audience understands the main idea and has a solid foundation, you can begin adding more detailed and complex information.

Here’s an example:

01What’s the main point we want to get across to our audience?

It is easy to fall into the trap of wanting to give your audience as much information as possible to help them understand your message or take action. You may believe that giving them lots of information will expand their knowledge and make you a great resource.

As fans of words and knowledge, we understand this way of thinking. But when it comes to simplifying information, less is more. You want your audience to understand the main point of your message instead of getting lost in a sea of information.

What does this look like? To illustrate our point, we’ll use our current example: communicating complex information (and how to do it).

In our case, the root idea we want you to understand is that complex ideas can be communicated clearly. Next, we’ll work toward this goal using a set of questions from our messaging framework.

02Why does this matter to our audience?

As with any message you share with your audience, you should regularly consider and explain why it matters to them. How easy or difficult it is for your readers to understand why the content you’re offering impacts them will determine whether they stay engaged or choose to spend their time differently.

As your communications partner, we know that complicated information can make it difficult for your audience to connect with you. If your messaging is hard to understand, it can lead to misunderstandings about your offer, inconsistencies in your messages or beliefs, and a confused audience.

Explaining the relevance of the information being shared is just one piece of the puzzle; it connects to larger foundational ideas. The next question in the formula allows you to go even deeper with your audience.

03Before they can understand the main point, what foundation do they need?

Your root idea likely originated from another foundational principle. To explain its importance, show how it relates to larger concepts, many of which build on a foundation and can make things seem more complicated than they need to be.

To understand why it’s important to grasp complex concepts and communicate them clearly, you need a solid foundation in brand messaging and its value.

Brand messaging allows you to communicate and connect with your audience. When you share information in a way that connects and resonates, you strengthen your audience’s loyalty and confidence in your organization and the work you do. That affects not just your messaging itself but also drives additional outcomes beyond communication (e.g., audience engagement, brand loyalty, or the impact you’re able to have).

The core idea you share has a major impact on your brand as a whole.

04How is the foundation built?

Foundations are built by providing the core information your audience needs and adding to it. When you’re considering the structure your audience needs to understand the information you’re providing, start with the basics.

What does your audience already know? Answering that question will keep you from giving them more information than they need, repeating concepts they already understand, or skipping information they need because you assumed they were already familiar with it.

At Keener and Company, many of our clients already know they need to share information with their audience and prioritize the connection. Still, some of the information they have to share is complex, and communicating it clearly can prove challenging. They understand that a solution would be valuable and just need next steps and support to get there. This is where we come in.

Once the foundation and main idea are established, the next step is to create a clear plan of action that people engaging with the content can follow.

05What do we want them to do with this newfound knowledge?

Once you’ve established why this information matters to your audience, clearly outline what you want them to do with the information shared. Is there an action you want them to take? A concept you want them to share with others?

The course of action you want your audience to take and how receptive they are to your direction will depend on the quality of your messaging. Is your message clear, relevant to your audience, and built on a strong foundation?

When we talk to clients who often use complex language, we encourage them to adopt one new practice in their brand messaging strategy: use our framework to get to the core of their next message.

Now, we’re sharing this same advice with you. Try it on your next piece. This simple step will help you see how strong, focused, and relevant your message is.