This past weekend was my 25-year business school reunion. We actually graduated 26 years ago, but, like most projects involving people with “advanced degrees,” this one came in a year behind schedule.

It was a blast. Hanging out during the day, big event Saturday night, brunch the next morning. Pretty much nonstop fun.

Amazingly, and despite the fact that we hadn’t gotten together as a group since the 10-year event, it was as if no time had passed.

I mean mentally, of course. Physically, and compared to our younger selves, most of us looked like Frosty the Snowman in that final scene where he starts melting into an unrecognizable blob.

Anyway, as the event drew near and the planning began in earnest, I raised my hand and offered to be in charge of “the slideshow.” I’m not great with logistical stuff – things like sending invitations or negotiating with the strippers – but this seemed like a fun and creative way to get involved.

And it was. My fellow classmates scanned, emailed and posted all kinds of photos from the old days. So many in fact, that by the time I sat down to put the show together, I had over 250 images to choose from.

A week later, and after having employed a very cool free service that my daughter found called Vuvox, the slideshow was done. It was 20 minutes long.

“Anyone want to see the reunion slide show?!”, I offered to my family.

Nope, no takers. I can’t say I was surprised.

After all, a single photo of drunk people you’ve never met is boring. But 20 minutes, back to back? I may as well have asked if anyone had an interest in climbing into the oven while I cooked a turkey.

But guess what. The night of the big reunion dinner, the show was a HUGE hit. Monstrous.

Not only was 20 minutes not “too long,” I’m pretty sure I could have let it run for a couple of days and nobody would have minded.

Why? Well obviously because the people in the room were the people in the show. Those weren’t anonymous drunk people from the mid-eighties … those were us.

Which got me thinking … about you, your newsletter and the writing you do. And, more specifically, about the very subjective concept known as “too long.”

You see when it comes to writing, particularly in the age of social media, everyone talks about length as if it’s the most important factor. The prevailing wisdom is that “nobody reads anymore” and therefore, everything has to be super short.

I don’t quite buy it.

Yes, length matters. But the definition of “too long” is as much a function of who your audience is as it is of the content itself.

Family member looking at reunion photos? One is too many. Member of the class of 1986? Can’t get enough.

And so when you create content (of any kind) it pays to give some thought to:

• How much the audience knows. Are they experts on the subject matter or novices? Do they need technical terms explained or is that beneath them? Are they up to speed on what’s happening in the industry overall?
  
  Without a clear understanding (or at least assumption) regarding what the audience knows, you have no way of directing your content.

• What the audience cares about. The reason my slideshow worked out so well was because the people watching it were intensely interested in the content.
  
  By the same token, when you write a newsletter (or whatever), you want to make sure you’re offering insights and perspective that are useful from the point of view of the recipients.
  
  Guidance that helps them live their lives or do their jobs better? Perfect. Thinly veiled come-on for your company and its services? The oven awaits.

• How the audience communicates. You don’t talk to your grandmother in the same way you speak to your dog (and if you do, I plan to avoid your house on Mother’s Day).
  
  It could be the exact same information, but depending on the audience, your voice, vocabulary and even font size should vary.
  
  The 80′s music in the background of the slideshow was spot on for my audience that night. Try explaining to a present-day 13-year-old, on the other hand, how a song named “Karma Chameleon” rose to #1, and you’re in for a long conversation.

Here’s the bottom line.  Effective communication involves more than just the communication vehicle itself. Match what you have to say with the people you’re trying to say it to and you’ll have a much easier time getting your message across.

P.S. Be the third person to call my voicemail and sing the chorus to “Karma Chameleon” (multicolored braids optional) and I’ll send you a free CD of Culture Club’s Greatest Hits. Dial (512) 827-0505 Ext 6378 to leave your message!

Either way, click here now to watch Boy George at his best.

{ 10 comments }