If you’ve been following my recent string of post under the series “A Beginner’s Guide” on the Ledgeview Partners blog, you know it’s time to start talking about the principles of inclusive marketing!
I continue my journey with Salesforce Trailhead with the unite “Learn the First 3 Principles: Tone, Language, and Representation”, today.
If you’ve yet to read the first two posts leading up to this one, I encourage you to take a look back before you dive in.
- A Beginner’s Guide to Salesforce Trailhead: Understand the Impact of Inclusive Marketing
- A Beginner’s Guide to Salesforce Trailhead: Introduce Inclusive Marketing to Your Company
After perusing the aforementioned pieces, let’s move on to this next unit together.
In this unit, we learn about the first 3 principles of inclusive marketing: Tone, Language, and Representation.
Trailhead explores them by focusing on these key objectives:
- Understand why language selection and tone are important
- and – Explain how to ensure accurate representation of typically underrepresented groups
Let’s start this recap by covering “Tone”.
Trailhead identifies tone as “the style, characteristic, or sentiment of a piece of content”.
For example, do you ever run into content that you don’t like, but can’t really tell why you don’t like it?
It’s likely because the tone is off, and Trailhead calls this a “common misstep”, but it’s also one that can be easily remedied when you consider the following very carefully:
- The subject
- Trailhead wants you to ask yourselves if you’re showing your subject in the best light and honoring their work or legacy.
- The topic
- Trailhead asks you to consider the context in this case. Consider if the piece you are marketing is serious or light-hearted. Does your caption reflect that, for example, if a social media post is concerned?
- The message
- What is the desired outcome of the message you’re conveying, Salesforce asks? Are you trying to be inspirational, invoke controversy, share facts, be playful, etc.?
- and – The impact
- Again, you should strive to ask yourself as a marketer: “What is the impact of this piece?” Could the way you’re writing your content be perceived by your audiences in multiple ways? If so, are they all positive, or do some of those ways come with a negative connotation?
There is certainly a lot to consider as a marketer, but Trailhead helps you address all of these touchpoints in this unit so you become a more confident inclusivity advocate in your work.
Next, Trailhead begins to explain how to be “intentional with language”.
Language, as a reminder, is defined as “words, phrases, symbols, or metaphors used to describe something.”
Language is very powerful. It can be used to build or tear up relationships.
Therefore, it’s crucial that marketers use it right, to speak to their audiences best.
If the implications of language perpetuate stereotypes, this can become problematic and is a common misstep for marketers in a variety of industries.
Trailhead expands upon this, in this unit.
The third principle we learn about in this unit is representation, which is defined as “the visible presence of a variety of identities in a story, image, video, and more”.
Trailhead elaborates upon the importance of representation in with these key considerations, which I encourage you to seek out yourself:
- There is diverse talent all around us
- Make sure it’s authentic
- and – EMpower others by opening up opportunities to all
I don’t want to take away from the value of self-exploration, so I encourage you to read the details of this module and unit yourself to become a more aware and inclusive marketer.
Start the module and unit here.
I look forward to hearing your thoughts about this educational path and continuing this journey with you next week when we cover the remaining three principles of inclusive marketing in a new unit recap.
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