As of late, the business catchphrase floating around businesses has been “can you eyeball this?” or “give this a quick eyeball.” Taken literally, this phrase would be gruesome, if not a little presumptuous that your co-worker would actually donate his eyeballs to your cause. But in this context, it translates to “having another set of eyes” on a document.
As champions of the audio industry, we encourage a new perspective: “can you hand me an earlobe,” or in Shakespeare’s words, “lend me your ears!” When you are preparing to send out a document, read the document out loud – ask your co-workers to listen. You’ll be surprised at how different the content sounds when read aloud! Your co-worker may also catch errors that you may have missed.
Another example of “having your ears on the project” is when you are writing for a flash presentation or message on hold script. Oftentimes clients aren’t aware of time constraints – that the ten-page script they wrote won’t fit into a two-minute presentation, or those three sentences are not enough to fill a message on hold program.
By having your ears trained on the project, you’ll be aware of how your audience digests audio information. Ask your co-worker what they remember after they listen to your read: this will demonstrate what catches their interest, and you will know what sections to play up. Ask how long they thought the read was – if it was too long, or not long enough – and you will see how your customers will perceive your message.
Being attuned to voice is an acquired skill, but we are practicing every day – through communication, chatting, talking, laughing, and arguing with our peers. The more we are aware of audio’s persuasive power, the more we can “use our ears” for successful marketing.