We marketeers do a pretty good job of informing our audiences about whatever product or services we pitch. We inundate them with lots of facts and figures that tout all the benefits, advantages, and features. But do we invest as much time and careful attention in making sure those same folks understand what we’re telling them?

Information provides our constituents all of the necessary details they need to possess in order to make choices. But understanding occurs only when we help them grasp what will occur as a result of that information. Understanding puts all of those details into clear perspective.

Someone once defined information as the process of “getting out” while communication is about the process of “getting through.” Information is one-directional, while communication, to be truly effective, involves dialogue.

Getting information out is critical to the success of what we do. But don’t stop there. Follow it up with dialogue in order to make sure your audience clearly understands the information you provide. Only then will they be prepared to act on that information. And after all, isn’t that your intent? To result in behavioral change?

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