“You can’t pitch in the passive voice!” That’s the first rule of advocating for your ideas and the final bit of guidance I offer students as they get to work on a proposal to prospective clients, the last assignment in my brand-driven content strategy course.
It’s a lesson for all of us, outside of consulting too. 💡
This week, I wrapped up my 10th year teaching a graduate-level course in brand-driven content strategy. It was my eighth year teaching at FH Joanneum, a remote program based in Graz, Austria, that attracts an international student body working in advertising, design, journalism, and other areas. They come from agencies and corporations where they’re challenged to sell their ideas, advocate for budget, and clarify project responsibilities.
And year after year, I’ve seen them make the same mistake: they don’t communicate responsibility when they describe work they want to win and intend to do.
Too often, those of us far outside the classroom don’t do it either.
For the final assignment, students craft proposals for brand-driven content strategy initiatives and present to their prospective clients.
They know the activities to include in the scope.
They’ve learned how to communicate their value.
They have to take responsibility and say WHO will do this work–and somehow, that’s where it gets scary.
Are we afraid of pushback? Of overcommitting? Of being held accountable to the activities and budget we propose?
If you’re pitching work you want to win, don’t shy away in passive voice. Now is the time to speak decisively and power forward. Wield your active voice like an unforgiving broadsword! (Sorry, I’ve been playing a lot of HeroQuest.)
In our Slack channel, I left them with this post, emojis included:
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As you’re writing your proposal, pay attention to detail, especially the key element of professional writing that’s vital to proposals: you can’t propose to do work in passive voice. Passive voice doesn’t indicate ownership, or who will do the work:
“An audit will be performed” 🤮
“A message architecture exercise will be conducted” 🤮
Active voice says who will take responsibility:
“Together we’ll identify communication goals” 😍
“I recommend we speak with stakeholders” 😍
“I will create a style guide” 😍
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Clear communication empowers people with information to help them trust themselves and make good decisions. Don’t miss out on the work you want to do by failing to communicate that you’re the right person to do that work.
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Originally published on LinkedIn
