Canadian Electrical Wholesaler

July 3, 2017

Sonepar's Shoynear MorrisonBy Shoynear Morrison

The importance of using the right tone within communications and marketing can be easily underestimated. Within these fields words are used to convey specific messages and meaning regarding a brand.

What does the word tone mean and how can understanding its meaning allow you to apply this literacy device?

Well... The Merriam-Webster Dictionary defines the word tone as an “accent or inflection expressive of a mood or emotion, the pitch of a word often used to express differences of meaning.” Aka… tone, is the way we say something and creates emotion. Whether that emotion is conveyed as passion, anger, sympathy, etc. is up to you. You can easily convey a specific message through not just what you say but how you say it.

The way a message is conveyed can resonate well with your audience or push them further away. Today, our audience votes for great content not only with their wallets but even more so with their time. If they stay to read the last word of your ad or the last sentence of your article, or to watch the last minute of your video, then they have voted in your favour. You have successfully created a message that is worthy of their undivided attention. If it is not worthy of their time, it will not be worthy of their wallets.

The tone also determines who you are as a company. Author Ann Handley advises writers to compare their company tone with their competitors and ask themselves, “Do we sound the same?” Use your corporate tone to differentiate your company from the organizations around you.

In recent years there has been a rise of F-bombs in marketing. The reason for this is clear. The tone of the F-bomb is very direct, assertive and aggressive. Not only is it effective but it evokes a sense of authenticity. People naturally gravitate towards progressive ads that imitate the way they speak. Now, I’m not saying you have to use profanity to communicate effectively. However, changing your tone from the traditional corporate voice will aid in your fight for content consumption.

The tone brings the element of emotion to your writing. It is a natural part of your rhetoric and will help you persuade your audience. Therefore, the tone of your message does not have to stop within the realm of print. The tone within a video is just as important as it is within an article. Portraying a specific tone in a video is imperative to conveying your message. Using music is a great way to enhance one’s tone. Assign music a specific role as one would assign a role to an actor.

Every writer will have their own technique but here are few suggestions to get you started.

  • Allow your passion for content creation to naturally transcribe into your work. It may be hard to find a personal passion about every topic that you write about. However, the idea that there is a larger audience waiting to consume your work should spark some form of excitement into you.
  • Use punctuation to your advantage! Some of the best signifiers within writing are the commas, question marks or exclamation point to help intensify emotion.
  • Add quotes when possible. This is a personal favourite. Nothing is more humanizing than reading a quote directly from an individual. It allows you to insert an additional voice into your piece and use the tone of another individual to support your message.

Whether it’s through music, punctuation or quotes, there are an abundance of ways to apply the right tone in your message. Ultimately, It’s your responsibility to understand your audience, content and brand in order to convey the right tone effectively.

Shoynear Morrison is Communications Coordinator, Sonepar Canada; This email address is being protected from spambots. You need JavaScript enabled to view it..

David Gordon

Over the past few months as we’ve sat in strategy development meetings with distributors, reviewed distributor purchasing information, and talked to manufacturers’ reps and contractors, we’ve seen a purchasing trend that is roiling the industry. The trend, which mirrors what is happening in lighting with “unfamiliar brands,” is accelerated growth and acceptance of less familiar brands for infrastructure type products (electrician supplies, boxes, fittings, etc … consumables and products that go within the wall). This then begs the questions, “What is the value of a manufacturer’s brand,” and “What are the implications for manufacturers and distributors?”

Many have seen this as driven by...

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Study


A confirmation: the winds of change are now howling.

Several years ago, in a workshop at Electro-Federation Canada’s annual conference, a roundtable session described and debated the numerous disruptive technologies that are forcing us to think differently.

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As part a family company, I have heard my father talking about business ever since I was a little boy. Although it had always interested me, I had never thought I would end up working alongside my father and my uncle in the company my grandfather started a long time ago.

I had been working in sales ever since I was 16 years old in many different markets than the one I was about to enter, but I thought it would be relatively easy to handle. Very quickly I started noticing the challenges of being a 22-year-old sales rep for electrical products entering a world where most of the manufacturers’ agents had been in the business for a long time.

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Changing Scene

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Flextherm Celebrates 25 Years With a Big Bang PHOTO: EIN-37/CEW-18-CS-Flextherm-400.jpg The floor ...
Electro-Federation Canada’s 6th Annual Future Forum, Thinking Smarter — Channel Products, Energy, ...
In partnership with Habitat for Humanity Québec, Convectair is donating two heating units ...
Do you know an industry member who has greatly contributed to the Canadian electrical industry and ...
Kendra Smith will be joining the company’s Nationals Accounts team as the Key Accounts ...
Blueway has been added as a division within Sonepar Ontario, reporting directly to Sonepar Ontario ...
Pilz Canada has added Marcus Graham to its family. Marcus is now serving a wide base of customers ...
Christopher Balleine has been appointed Stelpro’s Sales Representative, Maritimes, ...
Based in Ottawa, Lafontaine will be responsible for building on Schneider Electric’s ...
Bill Smith from Electrozad Supply Company Limited has been selected as this year’s recipient ...

Peers & Profiles

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Sales of electrical supplies from full-line electrical distributors capture the geographic ...
I've known John Sencich since CEW began publishing. He agreed from the outset to be part of the ...
  Laura Dempsey has been working as an outside sales representative for E.B. Horsman & ...
Michael Gentile, President and CEO of Philips Lighting Canada, has had a long and distinguished ...
Gordon MacDonald is a cheerful, driven individual who loves to be challenged, a trait that suits ...
  Jordan Prins is an account manager at Wesco Distribution in Abbotsford, British Columbia. ...
Mike Marsh, President and CEO of SaskPower, has been a leading figure in Saskatchewan’s electricity ...
I didn’t wake up one day and go, “I want to work for my dad!” Actually, it was ...
    Ouellet Canada is celebrating 50 years in the Electrical Heating ...
  On February 27th Lumen opened their 36th branch in Ottawa, Ontario. ...

Laura Dempsey

Owen Hurst

Laura Dempsey has been working as an outside sales representative for E.B. Horsman & Son for over 15 years, and is a member of the BCEA U40 network of young professionals. She lives in Langley, BC and is proud of her position and work with E.B. Horsman, particularly as she is the second Dempsey generation to work for the company.

Laura’s mother Shelly has worked at E.B. Horsman for over 25 years, and instilled in Laura a determination to succeed. Laura followed in her mother’s footsteps after witnessing how much her mother enjoyed her work and the people she works with at E.B. Horsman.

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Laura Dempsey

Line Goyette

I've known John Sencich since CEW began publishing. He agreed from the outset to be part of the newsletter’s Editorial Board. His contribution was regular and sustained. Always present to answer my technical questions, and refer me to the right person for additional information as needed. Always available despite his role as senior leader of an influential company.

Over the past five years, many industry insiders have cited John Sencich when I asked them to name someone who had made a difference in their lives or had inspired them as a leader.

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Looking Back

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  As 2017 marks the 150th anniversary of Confederation, we take a look back at an aspect of ...
The resource-based industries of the Maritimes are looking to electronics to make their operations ...
  Electrical distributors must remain in both the electronic and electrical ends of the ...
  The public’s strong interest in energy-saving products should continue in the ...
  Even in a principally agricultural province like Saskatchewan, the impact of electronics ...
Electrical distribution companies operating in British Columbia will continue to get larger while ...
Golden anniversaries are celebrated by the mature, and our industry is allowed to celebrate ...
The last 50 years have been exciting ones for the electrical industry but they won’t compare to ...
The ceiling that had been placed on membership fees remained a point of contention among ...
The year 1982 started on a relatively good note for electrical distributors. Sales in the first ...

 

Online

Building a simple customer experience that satisfies your customers’ expectations is a starting point (or evolution) in your digital journey. You might be asking yourself, “How do I know what my customer wants?” The data are available from their behaviour online, and many of your customers will tell you what they want. Putting the pieces together can appear complex, but it can be simplified if you segment the optimization of your customers’ experience into three buckets: design, usability and search.

Design, usability, and search pertain to how you can serve your customer. In order for your website to create value in the eyes of the customers, you have to optimize your website so that it is accessible to the greatest number of your ideal customers. Value increases with the number of customer touchpoints that the customers use.

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EFC 2018 Scholarship Program

This year Electro-Federation Canada (EFC) will award $156,250 across 62 scholarships supported by manufacturers, distributors and associations.

The annual EFC Scholarship Program reflects an industry that understands its responsibility to attract future talent. In the face of technological, demographic, and socio-economic evolution, the employment landscape is in constant transformation resulting in substantial challenges for companies as they work to define and redefine their recruitment practices. Furthermore, as competition for the brightest and the best of the next generation of business leaders intensifies, it’s more important than ever to engage young people. 

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