鈥淭he single biggest problem in communication is the illusion that it has taken place.鈥� George Bernard Shaw.

While communication today seems to take place at warp speed with little time for contemplation, certain guidelines will help you communicate more effectively with your target audience.

Known as the 7 C鈥檚 of communication they stand for clear, concise, concrete, correct, coherent, complete and courteous. Briefly explained they are as follows:

1) Clear. People should not have to try and read between the lines or speculate on what you are trying to say. Your message should be easily understandable and relevant to your target group. Avoid jargon and use simple language to ensure your reader or listener can make an informed decision.

2) Concise. Less is more. This is a phrase you should keep in mind to help you stay on point with brevity. People begin to lose attention when your message is too long. To help keep your audience engaged, avoid unnecessary words, sentences or repetitive information.

3) Concrete. In order for your audience to get a better understanding of what you are trying to say you need a laser-like focus on presenting facts, figures and details. This will help solidify your message. However, to avoid confusion don鈥檛 go overboard with too many.

4) Correct. While it is important to check for grammatical errors - spell checkers don鈥檛 always catch everything - make sure you use language that relates to your audience鈥檚 level of knowledge or education. Errors and false information can result in loss of confidence and trust.

5) Coherent. Keeping your message especially your key points in logical order will help your audience understand the intended message. Ensure all points are connected, relevant and consistent with your product or service.

6) Complete. It鈥檚 very easy to forget some details. Double-check to make sure you have any dates, times, or locations covered or whether you have missed some key points. What about a call to action? Don鈥檛 leave your audience wondering or making assumptions by giving them incomplete information.

7) Courteous. By being friendly, open and honest you can show you are respectful of your audience. If you keep your audience鈥檚 needs in mind it will go a long way to ensure your message is received.

Still being taught today in many MBA and marcom courses, the 7C鈥檚 were first published by Scott Cutlip and Allen Centre in 1952. Like many marketing principles, they are as relevant today as they were when first written. When used as guidelines in speech, print, social media, meetings, websites or even applied to images, they go a long way in ensuring your messages are not just an illusion but will take place.

Joe Smith is a communications consultant and an accomplished fine artist. He can be reached via email at joesmith@shaw.ca