The formula for creating effective communications isn’t a big mystery. Achieving effective communications, however, takes effort. To be effective, you should aim to be affective as well. People want to hear about what matters to them and in a format that is quick (brief), easy (plain language), informative (factual) and resonant (meaningful, connective, engaging). Always keep these elements in mind when crafting content, but most importantly, get to know the nuances of your audience first.