It is said that marketers are the worst communicators. In some ways that is true. In others, obviously not.

Bad communications is estimated to cost businesses $62.4 million a year because of inadequate communication according to SHRM.

Marketers and business leaders need to use communication to their advantage and yet, we often fail.

How can you become a better communicator?

• Ask the stupid questions. This gets to the facts that must be communicated and are often overlooked.

• Ask “why’. To understand why something is happening will help inform how it should be communicated to the relevant publics.

• Eliminate the sugar. You read the right. Eliminate sugar-coating and just state the facts and nothing else.

Bad communications are a costly mistake both in dollars and decreased loyalty and is easy to fix.