By Samantha Flavell
Hello everyone and welcome to Sam’s Corner. My name is Samantha Flavell and I’m a marketing associate here at Boone Logic.
Sam’s Corner is a place in our monthly newsletter for me to share a little insight, a few tips, and a bit of my personality with you all to hopefully enjoy and learn from.
Today I want to talk about tone. As a marketing (or any type of consultant) you’re being hired for your expertise in that field. Your clients trust your judgment, your suggestions, and you to complete the required work timely, efficiently, and effectively. That doesn’t mean, however, that they will always default to your judgment.
As any contract employee knows, it is never about what you alone think is best. Your work should be a culmination of your expertise paired with your client’s personality, preferences, and goals. That being said there may be times when a client is adamant about wanting to pursue a particular avenue or style that you know to be ineffective and it’s in these moments where it’s important to pay attention to tone.
As a consultant or contract employee your job is to not only produce materials for your client but, when appropriate, you should also help them understand your thought process and reasoning for why you make the creative choices you do. Now the reason I chose tone as today’s specific topic is because there is a massive difference between educating and demeaning and it is much easier than you think to slip toward the latter.
Your working relationship with your client is crucial. Not only because you want to keep the client and the income that their contract provides, but also because you will be able to produce your best work when there is a trusting and amicable relationship between yourself and the client or company point-person that you communicate with.
So, how do you share your expertise without coming across as petty or demeaning? You explain your thought process with clear, respectful, and empathetic communication. Some specific ways to achieve this are:
Avoid jargon or technical language: Excessive jargon or technical language can be alienating. Instead, use language that is easily understandable to your audience.
Be patient and empathetic: Everyone has different levels of knowledge and understanding. Be patient and approach explanations with empathy, considering their perspective and personal challenges.
Use positive language: Frame your explanations positively and constructively. Focus on highlighting the benefits and relevance of the information instead of criticizing or belittling your audience’s lack of knowledge.
Encourage questions: Create an open and inclusive environment where individuals feel comfortable asking questions and seeking clarification.
Provide context and examples: Contextualize your explanations by providing relevant background information and real-world examples.
Respect different learning styles: Offer explanations in multiple formats, such as visual aids, demonstrations, or hands-on activities, to cater to diverse learning needs.
Listen actively: Practice active listening and pay attention to your audience’s responses and body language. Be responsive to their needs and adjust your explanations accordingly.
WATCH YOUR TONE: Avoid condescension and patronizing tones. Treat your audience with respect and convey confidence in their ability to grasp the information.
Your job isn’t to teach your client to have the same breadth of knowledge and experience as yourself. If they did they would have not needed to hire you. That being said, there are going to be opportunities where you will need to explain why something is or is not a good idea, and the way you go about educating your client can make or break your professional relationship.
None of us are experts at everything. While it’s important to be mindful of our tone and process when educating people it is equally as important to be open-minded and accepting of instruction from others. Collaboration is a give and take and the best work comes from people working together and learning from each other.
What to start a conversation learn more about how Boone Logic can elevate and educate you on your marketing needs? Visit Boonelogic.com to learn more.
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