If we would be better at communicating change underlying its benefits for the target, we could perhaps make transitions smoother.

A mistake that is often made in corporate communication is telling the customer:

Here, we changed this, it’s good for you, trust us. And this is the list of things you have to do, on your own, to make the change effective.

You can see a good example at the end of this post. One line to tell “more versatile services” will be offered (when? to whom? which services? do they matter?), and two pages full of things I have to do, or I have to check, or applicable to me in case I have this or that service (don’t you know which services I have subscribed? or if my card has balance? or if I have chosen e-invoice?).

Of course, we can see this type of messages as something that “needs to be done”.

Or, we could approach them as an opportunity to strengthen the relationship with our audience. A way to make it personal without second-guessing, to be of service, to establish our brand as helpful, relatable, trustworthy, even indispensable in the long term.

What’s your choice?