Benefit Communication

For the first 20 centuries of recorded history, most communication was verbal. Even today, in some cultures, the town crier provides mass communication.

Five centuries ago the invention of the letterpress changed the world. For the first time, ideas could be communicated to a wide audience quickly and relatively inexpensively. Power shifted because knowledge and ideas could no longer be controlled.

During the past decade digital communication has changed the world in a similar manner. Government, media and big business no longer control information. Many attribute the collapse of Eastern Europe to the inability of the state to control information.

Now most communication is electronic.

we talk to people on the telephone
listen to the radio, tapes or CDs
watch television
and use the Internet

For us to communicate on paper alone is as archaic as the town crier.

Present Situation

Most employers distribute complicated benefit booklet to new employees. Some provide certificates showing the amount of coverage and beneficiary. Few explain benefits to new employees or hold annual information meetings. Few provide annual compensation statements.

Opportunities

Benefits are intangible and cannot be touched or easily understood.

Yet most employers give each employee an insurance company booklet for the life and health coverage and booklet and pamphlets for the retirement savings benefits that few people even read. The written material specifies the terms, conditions, exclusions and disclaimers.

To use a marketing illustration, we have been describing the stake and not selling the sizzle. We need to sell the sizzle of benefits in a way that people will pay attention. We are giving out owners manuals but forgetting all about the showroom brochures.