The space between words and how compassionate communication builds bridges
At Marketing with Love Digital, we often say, "if you want to go far, go together." But what does that really look like in practice? How do we build bridges when communication itself seems like a barrier?
This isn't just a theoretical question. A recent experience reminded us just how powerful, and essential compassionate communication is. It started with a simple voice note from an autistic person who let us know that written text was a trigger for them. This sparked a thought-provoking challenge: how would they communicate with someone who was mute and couldn't use sign language?
This is more than a logistical puzzle; it's a human one. It’s about creating a space where everyone feels seen, heard, and respected. It’s about marketing with love.
The challenge is a call for creative empathy
Our mission was clear: find a way for two people with very different communication needs to connect authentically. This required us to live our values, to be brave, creative, and find a solution rooted in empathy.
"We are ethical, small & growing business, using PR to promote the Determined, the Rule-Breaker, the System-Disrupter, the Revolutionary & importantly, the Creative.” FP Comms
A menu of possibilities
Instead of searching for a single “right” answer, we created a menu of options that could be adapted to fit the individuals. True accessibility is about choice and flexibility.
Here are some of the powerful tools we identified:
Voice-based tools: Speech-to-text (STT) and text-to-speech (TTS) software can enable communication without either person needing to type or read extensively
Visual communication: For those comfortable on camera, video calls with live, automated captions can combine the nuance of verbal and non-verbal cues with the clarity of written text
AAC devices: Augmentative and Alternative Communication apps offer highly customisable, symbol-based ways to express complex thoughts and feelings without traditional speech or writing
Asynchronous Audio: Exchanging voice notes allows for considered, thoughtful responses without the pressure of a real-time conversation
The goal is always to empower individuals to communicate in the way that feels most comfortable and natural for them.
Four key lessons in compassionate communication
This journey was a profound reminder of what it means to connect with integrity. We distilled our experience into four key lessons that any business can learn from:
1. Listen with Love: True understanding begins with listening, not just to the words being said, but to the needs and feelings behind them. Take the time to understand individual needs beyond your own assumptions
2. One size fits one: The most effective and respectful solutions are those that are co-created with the people who will be using them. Always aim to create solutions that respect unique preferences
3. Technology as a bridge: Technology should always serve human needs, not the other way around. When we focus on the person first, we can find the right tools to build powerful bridges
4. Be proactive, not reactive: Don’t wait for a challenge to arise. Think about accessibility *before* you need it. It’s a cornerstone of inclusive, forward-thinking design and a true sign of respect for your community.
How to lead with your heart
Want to make your own communications more compassionate? Here are a few simple steps to get started:
* Ask, don’t assume: A simple question like, “What’s the best way for us to communicate?” can make all the difference
* Offer a menu of options: Provide multiple ways for people to connect with you
* Invest in empathy: Train your team in disability awareness and compassionate communication
* Make empathy your brand: When you lead with love, you create a culture of inclusivity that shines through in everything you do
This experience wasn't just about solving a problem. It was about reaffirming our commitment to building a world where everyone has a voice. And that, for us, is the true meaning of marketing with love.
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