By Judith Lee

Last week, I was as surprised as anyone when the Brexit vote went in favor of Great Britain leaving the EU. In my surprise, I took a second look at the “leave” campaign, and I re-learned a powerful communications lesson.

If your message isn’t clear, concise and conclusive it doesn’t matter how loudly or passionately you express it – you are unlikely to convince your audience to follow you.

The ‘remain’ advocates focused largely on the economic benefits of the UK staying in the EU and the potential damage and loss the UK would experience with a leave vote. They focused on the lowering of living standards and prices increasing for some household goods. In addition they reassured Brits of their safety by remaining in the EU.

As a message stands it sounds reasonable enough, but at a time when much of the UK is already struggling financially and doesn’t feel particularly safe anyway just how compelling was it compared to the ‘leave’ campaign’s message:

1. While remaining in the EU, the UK cannot control the number of immigrants coming into the country

2. Leaving the EU would free extra money to spend on the National Health Service (NHS)

If you really want to connect with fellow human beings, then a powerful way to do so is to talk to them about their greatest concerns. In this case it is immigration and Britain’s beloved NHS.

The ‘leave’ campaign made a promise that they would resolve both problems; it’s no real surprise that the ‘leave’ campaign was successful.

When your message is clear, powerful, and addresses your audience’s pain points, you are most likely to effect change.
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Top photo credit: The Metro, London via photopin (license)