Spring 2020

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The Importance of Tone This essay came in our inbox the other day, and we thought we’d share an excerpt of it. The author is Robert Rose from the Content Marketing Institute. After 26 years of marriage, there are very few things my wife Elizabeth and I still fight about. But when we do fight, it’s rarely about something one or the other said, but rather the way it was said. It’s really not the tone itself that causes the argument. It’s the meaning the listener infers from the speaker’s tone – which might or might not be the actual meaning that was intended. I can tell you from experience that my first name can mean many things, depending on the tone in which it’s said. Beyond communicating meaning, tone of voice also contains strong signals about who we are and whether we’re believable. Audiences can pick up on clues about where speakers (and writers) are from, their education level, age, values, sincerity, and authority simply from their tone. Of course, it’s possible to misinterpret every one of those things. That’s where the depth of trust between speaker and listener is helped by using a variety of tones of voice. As Stephen M. R. Covey said in his book The Speed of Trust, “In a high-trust relationship, you can say the wrong thing, and people will get your meaning. In a low trust relationship, you can be very measured, even precise, and they’ll still misinterpret you.” How we speak, listen, and associate meaning with communication is influenced by our experience and our recognition of tonal patterns. When brand communicators struggle with what to say, it’s not that we’re always seeking the right words. It may be because we don’t have the right way to say it. If we work on developing multiple tones of voice, we’ll develop deeper trust with our audiences. And then everything from the goofiest tweet to communicating the actions we’re taking in a global crisis will land better – both because of what we say and the way we choose to say it. It’s your story. Tell it well. 2
Greetings! In this newsletter, we’re going to do our best to carry on as normal without giving any more space to the current disruption to normal life than we have to. It’s not because we’re not taking it seriously; we just believe that our readers have had more than enough communications about it and, like us, would like to see a newsletter that helps them escape all that for just a few minutes. That’s all I’m going to say on that subject We’re excited to be building a tremendously talented team, and we’ve got some new faces you can read about on pages 6 and 7. We are pleased to have been able to really enhance our operations side with a new assistant nursery manager as well as a new nursery specialist, who bring more than 50 years of combined nursery experience to help out Tom and the crew. We also have recently published our latest availability list with help from our new marketing specialist, Brie Stevenson. At the nursery, we have recently put in a new shade structure and are improving our receiving pad operations. When plant materials are delivered to the nursery and shipped out to our customers, they first come to the receiving pad where we do an extensive quality control. We inspect each plant for accurate measurements and plant health. This is also where we check our inventory numbers and label every plant and pot that comes in and goes out of the nursery. Our new shade structure will also expand our ability to provide the best plant care while improving the accuracy of our shipments. We believe an increased focus on improving our operations will better serve our boss – YOU! Gabriel Curry President G&S Nursery 386 754-0161 gabriel@gsnursery.com 3
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Page 5 and 6: 1. I wish I’d had the courage to
Page 7 and 8: Rose Craig-Kinnon—Nursery Special

Spring 2020

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