As the year comes to a close, I’ve been thinking about my role as a communicator; someone who writes, creates copy for others, and interacts increasingly in a language that isn’t native to me. The humility of existing in two or three tongues, whether through direct immersion or osmosis of environment, offers many opportunities to consider “did I understand that social transaction” or “was what I said clear?”.
I received a couple special holiday visits this month. It reminded of times pre-COVID when Barcelona was seemingly on everyone’s vacation list or flightpath. I even experienced my first cruise day-trip visitor! By land, sea, or air, these 30 million arrivals—for better or for worse, depending whom you ask—have come to shape the contemporary fabric of this city. While long lines and exorbitant prices thwart certain plans, one thing I can guarantee guests under my wing is that we will walk our socks off. One unfortunate friend spent 24,000 steps running errands and taking in the facades of treasured monuments, another 16,000 in a roundtrip journey that included lunch and a few pastry pitstops. What I love about a manageable yet metropolitan landscape, is the duality of stepping into both major cultural hubs and deserted plazas out of fairytales, all packed within the area of 102 square kilometres\39 square miles.
Something I noticed during these walks, was that I referred to direction in a way that often perplexed these travellers; I would say, “go down here” or “we’ll turn right, then up”. The residential region of Barcelona is primarily a valley facing the Mediterranean Sea, that counts a 515 meter incline towards the west. From various districts these cardinal directions—east to the sea, north to France, etc. are more or less obvious, or in plain sight. I realised that I was offering insights based upon years of finding my bearings and topographical queues. It was no wonder it wasn’t clear to a passerby if they should be turning right or left, or going straight.
I use this simple example because I can see the throughline in other industries and areas of our lives. When we become a practiced participant in a subject, place, or even a person/relationship, we assume a language that is foreign to others. In principle, “down” and “up” are not loaded words requiring advanced knowledge, however, the context needs to accompany the command or suggestion. That’s often what we miss in marketing to consumers; the sensibility of how many times have they found themselves in this situation before. What is the historical context of their association with your brand or the existing market of such products? If before I began my walks with folks, I’d say, “Barcelona is like this—when you look up at the hillside there and see that church, you’ll know that is west,” I’m offering data that interacts with their own previous experience and life-acumen; for instance, many of us carry from early education that the sun rises from the east—when combining their innate comprehension with new information, they will more quickly and holistically develop their own user’s manual, and most importantly, more comfortably move through the landscape. Which from the perspective of making things for people—the sooner you build trust, confidence, and provide something that makes sense, you’ve overcome some of the larger hurdles in your path, thus coherently communicating with—not just to—your customers/peers.
That’s the itch; find the common language, guide through compassion and :honest: conviction, and have the patience to take-in where another is coming from. The best brands and marketers don’t wait for customers to assimilate, they seamlessly integrate into their everyday speech.
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