The Art of Communication: There is Power in Silence

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By: Lakai Newman

The business marketplace is constantly shifting and evolving before our eyes. Through the many innovations, communication is perhaps the most fundamental tool used to engage and retain consumers. If you have something great on your hands, you must share it with as many people in as many ways as possible, right? Wrong. Oftentimes, we are so caught up on spreading our message that we sometimes forget to take a moment to pause and listen. In advertising, the loudest voice doesn’t always reach the furthest distance. Your message could very well be broadcasted to the right consumers, but in the wrong way; it could also be too quiet for some and quite deafening to others. The art of communication not only requires the obvious — communicating — but it also relies on the lesser obvious: silence. Only when you are silent are you able to determine if your message is not only being heard, but if it is being heard in the way you intend for it to be.

Close your eyes for a moment and imagine an aerial view of downtown, rush-hour traffic. It is safe to say that you imagine chaos, frustration, but more importantly...noise. This can be likened to communication methods within advertising and marketing. At any given time, there are several campaigns, ideas, and opinions all competing to merge into a single lane from different directions. This is overwhelming for all parties involved; however, once a rhythm is set, there becomes a point of synchronized movement. The question then becomes — how do we arrive at this point?

Atlanta-based language coach Jordan Hayles structures her business’ advertising and marketing around the idea that her target consumer is already too overwhelmed or too busy to engage in her product. She is fully aware that there is a demand; people have the desire, but they do not believe they have the time to learn a new language. Early on, she realized that no matter how often or how creatively she blasted her product, it didn’t change the outcome in her favor. Simply put, before understanding the power of silence, Jordan realized that her message was falling upon deaf ears. So, Jordan silenced herself. She observed, restructured, and then catered to her consumers from the perspective that she, too, was just as busy. She branded her product as “Spanish for Busy Humans,” which not only solved the needs of both parties, but caused her consumers to then return the favor — to listen.

In order to listen, you must first be silent. It is so important that both words are composed of the same letters, arranged differently, yet come together to form the same purpose. Communication can be a tricky exchange, but in order to be clearly heard, you must first silently listen. In doing so, you will then be able to identify advertising weaknesses and potential traffic jams that may lie ahead.

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About the Author

Lakai Newman is a critical-thinking advertising and marketing professional whose office space is at 38,000 feet. He has a passion for international travel, adventure, and the art of experience. His personal blog can be found here.

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