Keys to Good Communication Skills

We are in an industry that communicates, often persuasive in nature. Our work strives to bring across a message and our client pays us to do that most efficiently, which often translates to sales for them.

But I am more interested in the communication skills of the individual. This is an especially essential skill all Account Servicing personnel should cultivate. What I am about to say is not about communication through writing. That could possibly be a topic for a future post. No, I am wanting to talk about communication when we meet another, or a group of individuals, like during client briefing or when we are brainstorming with the client.

First, let me define communication. It is the process of transferring information between a sender and a receiver through verbal and nonverbal cues. It is the mechanism we use to establish and modify relationships.

So, what are the essentials?

1. Develop effective Listening Skills

Listening is all about comprehension. Seek to understand and not just remember the words spoken. Comprehension allows you to hear the meaning and intention of the speaker and not just the words. It will allow you to ask the right questions if your comprehension is lacking. And never interrupt the person speaking by trying to finish what the other party is saying. That is rude and will affect the other person's flow of thought.

2. Don't be afraid to Say What You Think

Be confident in making worthwhile contributions to a conversation. Note the word "worthwhile". Don't just babble but ensure your contributions add value to the subject. Take time to be aware of your opinions and feelings so that you can adequately convey them to others. 

3. Talk with Conviction, not Emotion

You can add weight to what you say when it is driven with belief. You have to believe what you say. That is why selling someone else's work is never convincing. Take ownership of the topic you are talking about and it will come across as genuine. Emotions can cloud the message. You become the focus and not what you are saying. In business conversations, emotion is best kept in check.

4. Engage your Audience

Make eye contact. Whether you are speaking or listening, looking into the eyes of the person make the interaction more successful. Eye contact also shows your attention and confidence in dealing with the person. And use gestures when you talk. That includes your hands and face. Smaller gestures when with individuals and small groups. Larger gestures when addressing large groups for better emphasis. This animation helps keep your audience engaged.

5. Watch your Body Language

Body language can sometimes say much more than words. Nervous habits needs to be addressed. Arms crossed can suggest disinterest or unwillingness to communicate. Don't slouch or hunch as it shows you are bored. Good posture and a relaxed stance helps put the person at ease.

 6. Be Positive and Constructive

The attitudes you bring to communication will have a big impact on the results. When you interact with others, you can excite your audience with positive belief in what you say. Choose to be honest, optimistic, sincere but respectful and patient at all times. Be sensitive to other people's feelings and believe in other people's competence. Do not fall into the trap of always being suspicious and see the worst in others.

7. Learn to Articulate your Words

Speak clearly and don't mumble. If people are asking you to repeat yourself, you are probably speaking too fast or too soft. Speak at the right volume depending on the size of the crowd and the room. Pronounce your words correctly. People judge your competency through your vocabulary. If you are not sure of a word, don't use it. Nervous people tend to speak fast. Slow down and keep eye contact to see if you are understood and adjust your speed and volume appropriately.

Okay, I think these are basic communication essentials and remember, practise makes perfect. After a presentation or a meeting with clients, ask your colleagues or superiors for some feedback on how you did. Appreciate honest feedback and don't be defensive. It will help you iron out your communication creases and make you a better communicator the next time around.

5 Important Questions Account Servicing should ask

5 Important Questions 

Account Servicing should ask

Graphic designers are creative in different ways, with images, with colours, with layouts. Whether it's a screaming poster, a slick brochure or the right logo, they have a way to spin information we feed them into something that wows, into something that sells. And every advertising person knows how important good art is to sell.

But while they are good at what they do, they have certain limits. They cannot create something out of nothing, or a lot out of too little. They need to know why they're doing it, what the client wants and what they want it to achieve and who it is for in the end. So before you push that project onto their table or desktop, there are 5 questions you'll want your client to answer.

1. What is the product?

This is the primary question. You need to know what you're supposed to be marketing. Is it F&B? Is it electronics? Is it a physical product or service? Is it a product rebranding or a completely new product? Your client needs to be as specific as possible. It is always necessary to know this exactly now rather than later for the client to discover that you didn't get it in the first place.

2. What is the message?

Art is communicative. It is supposed to get a reaction. Therefore, you'll want to know what you're communicating. Is the product commemorative of a company's history? Is it supposed to burst into the market as a fresh new face or to stay on top of the industry where it already is? Get the client to give you an indication whether they prefer a text-based output or one that is image driven. Get them to tell you how they're going to make their product sell, and how your design is going to help them do it.

3. What are their specifications?

Clients that have established brands and products often have certain specifications for your design. It could be a company culture that affects design choices, or a visual identity guide. It could be a colour scheme, logo placement or tagline. Getting this information helps the designers avoid certain pitfalls and traps that could delay or frustrate the client.

4. Who is the competition?

It is always important to look at other players in the industry to gain competitive advantage. Find out who is their biggest competitors, and do your research. What are their strength and what does your client have that they don't. What is the "look" of their brand and how can our design stand out against theirs. Never look like a cheap copy of your competitors but create a positive differentiation instead. All designers will appreciate you for getting this info to them along with the brief.

5. When is the launch date?

There will always be a deadline attached to all work but your client may not know precisely how much time you need to deliver what they want. Negotiate if necessary but once a date is committed, don't compromise. A firm date helps you work backwards and calculate a work flow chart necessary to pull off the job. Be mindful of the client's dates and be concerned with them and it will create a working relationship that favours both client and agency.

Design vs Advertising - is there a difference?

I often like to use this illustration. You are driving along the highway and a billboard catches your attention. The billboard design jumps out at you. It is just so attractive. The colours, the layout, its luscious images. It leaves an impression. Once past that billboard, you are asked, what was it selling? What is the brand? Oh oh...if you didn't catch that, then that billboard has failed and the client's money just went down the drain on you.

A perfect example of good design, bad advertising. On the road driving past this, you may cause an accident while trying to decipher what this billboard is saying. 

An example of a good billboard with a clear message and branding. This is an idea driven billboard.

I used to put this slogan on my blogs: "Design Attracts, Copy Sells". While this is targeted at Art Directors and Copywriters, it may also apply to designers and the ad person.

Graphic design is the creation of visual order and meaning. It's about how shapes, fonts, colours and images all come together in a coherent manner to capture the eyes, one of your five senses. It is about bringing harmony and consistent principles to a work that expresses itself more than it expresses the organisation it represents. It's about rules.

Advertising is about disruption. It's about exposure in the marketplace that makes people stop and turn their heads. And once you get their attention, it's about delivering your message, which probably involves selling something.

These are two very different task with two very different objectives.

To complicate things further, graphic designers often work in an ad agency. Their technical know-how - typography, page layout, image creation and manipulation, design trending - are the same. They often graduate from the same courses and learned a lot about brand identity in the course of their training. Where they defer is in the approach to their work.

An advertising art director will be briefed to create a single-minded concept. He or she will work in a tight huddle with a copywriter and generate ideas that sell. Unlike graphic artists, the design is a means to an end, not the end in itself. When the ink dries or in this case the file flattened, it will be measured against the brief and the verdict will be if it could pull off the objectives set in the brief. Period.

The key word here is: Idea first, expression second.

To summarise, I would say the difference between design and advertising is as follows. One discipline tries to create order while the other is searching for ways to upset it. Design strives to express itself in ways that makes you smile while advertising strives to express the organisation it represents and pursue to persuade your mind.

So are the two in constant dynamic tension of two opposing principles? No. Good advertising needs great designs, but great designs must never supersede the advertising message or it becomes what I call "creative indulgence". And that may win you awards but that's not what our clients are paying us for.