Speak Our Language

Often we forget that we are not the target audience when it comes to what we communicate. While our target audience may require our services, we need to remember that we may be providing them with a service because they do not have the expertise to carry out the function that they hire us to provide. 

When we correspond with our clients we need to remember that we are possibly talking to a lay person when it comes to our field. I am guilty of making marketing and consumer behaviour references that my clients don’t understand. It’s great we know what we are talking about but if your client doesn't know A from B then we need to be mindful and give them the main points in easy to understand terms.

Don’t ever treat your client like an idiot but keep in mind that they may not know what an AB demographic is or what a HDMI cable is. They just need to know that you are developing a campaign targeted at white collar, high income earners or that there is a cable that will give you a great quality image on your TV.

Using easy to understand language can eliminate a multitude of problems down the track. How many times have you thought you were getting one thing but ended up with another simply because you didn’t understand what you were being told. 

So before talking to a client think about what you need to tell them and whether you are using technical terms or if you using terminology that is easy to understand.

Who or Whom?

The use of WHOM is considered a very formal word and is now generally replaced with WHO. WHO is the subjective form while WHOM is the objective form. 

Who (subjective: person doing the action) will mow the grass? 

Whom (objective: person receiving the action) did they pay to do the job? 

The use of WHOM in standard writing is limited to sentences where WHOM follows a proposition. 

The managers to whom you spoke are at the meeting.

Where there is no proposition WHOM can be deleted. 

The following sentence shows how it reads with whom included, then we have re-written the sentence to exclude whom. 

The workers whom the manager met are all going on strike.

The workers the manager met are all going on strike.

As you can see whom becomes unnecessary.



Are Syndicated Messages Worth the Time They Save?

It’s a given that most businesses are now promoted on social media. The more platforms you use the more time you need to update posts and keep your followers up to date with the goings on in your business. There are programs that make it easy to write one post and broadcast it across the various social networking mediums you use. These are called syndicated messages. This sounds business savvy and time efficient but is it the best move? 

Your followers want to know that you’re thinking of them when you post. Sometimes a syndicated message can in fact contribute to the loss of sincerity in your message. It can also give the impression that your post has been seen before and isn’t worth further investigation. You can promote the same message across different platforms but just change up the wording a little. You may find this will help with customer engagement and your audience will feel that you are personally communicating with them. It may take you a little longer to get the message out but the results will be well worth it.


The Importance of Proofreading

Proofreading a document you have written yourself in preparation for publishing seems like a simple task. Unfortunately when we proofread our own work, we often read what a document should say and not what it does say or we miss simple errors. By having a fresh set of eyes look over your work, the tiniest of errors is usually picked up. I often cringe at some of the errors I come across when reading correspondence for other businesses or even mainstream publications. Businesses like Absolute Marketing Communications offer proofreading services. If you don't have the resources to pay someone to proofread your work have someone who hasn't read your document give it a once over.

Does It Make What You’re Saying More Important?

Tautology is saying the same thing twice. We don’t often realise we are doing it but we commonly emphasise a word by adding another word with the same meaning either in front or after the word we are using. By eliminating tautology we can make our writing clear and concise.

Common examples are:

  • Past history
  • Completely finished
  • False illusion
  • New innovations
  • 8am in the morning
  • Foreign import
  • True facts