Mixed Messages
Another incident aboard a plane (I must be traveling too much!) and an associated reminder for us proposal people.
Again this had to do with the flight attendant. This flight attendant was a fairly young (I’d guess under 30) woman who was very happy, smiling and up beat. Her whole persona was what I would expect of someone who was employed by Disney World and was absolutely thrilled to be there. I think you know the type. This woman practically gushed. It was fantastic to have us all on board. The weather was just amazing. She let us know the flight was going to be great fun. Her tone of voice and body language suggested the whole experience was going to be about as exciting as things could get and that we should join her in her excitement.
This would have been okay. However, this woman used this tone throughout the announcements. And there in lied the problem for me. As this woman was explaining what we needed to know “in the event of an emergency” she didn’t adjust her tone at all.
While explaining that “your seat cushion can be used as a flotation device” there was no sense of seriousness, concern or anything that demonstrated her capability or understanding. And as a passenger, that’s exactly what I want. I want to know that in the event of an emergency, the person responsible for ensuring my safety takes that responsibility very seriously. And in this case, the words she was saying – actually just reading – didn’t match the topic or situation. In fact, to use a favorite expression (which I think is attributed to Norm Crosby), this individual’s words and presentation were “diabolically opposed”.
This should act as a reminder to carefully consider both the words we use as well as the tone we present within our proposals. Are the words and tone “happy and light” while discussing a topic that is “serious and critical”?
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BJ – I really identify with this and would also throw in something else for consideration:
How many times have you seen a heading or a caption boasting ‘a simple route to purchase’ or ‘ implementation in five easy steps’ followed by a flowchart designed by the devil himself. The lesson here – reflect on what you have written, stand in the buyer’s shoes. Mixed messages, a sure-fire way to kiss goodbye to your credibility!
Indeed Nige.
Such mis-matches can potentially cause ’speed bumps’ (sleeping policemen for our UK readers) for the reviewer/evaluator.
Your suggestion to ‘reflect on what you’ve written and stand in the buyer’s shoes is an excellent one. *
*Brings to mind an old saying, “Before you criticize someone, walk a mile in thier shoes. That way, if they take offense, you’ll be one mile away and you’ll have their shoes! :-)”