There is an overwhelming amount of noise in communications and marketing. Everyone deals with deadlines, revisions, and critical details. To stay focused and avoid spreading ourselves too thin, we have developed a set of time-tested principles. In our communication agency Make Sense, we decided to highlight the basic principles and share the philosophy that guides our work.
Aristotle’s Principles: Reliability, Emotion, Logic
For us, these are the foundation of any strong communication. We carefully verify all facts, figures, and wording before any message goes live because this is the only way to earn the audience’s trust. And trust is the cornerstone of successful collaboration.
Every communication should evoke emotion; otherwise, it becomes just dry information. We aim to turn every message into a story, one that people want to feel, discuss, and share. However, emotion without structure leads to chaos. Every story must be well-constructed: from the brand’s objective to a clear message we want to convey to the audience. We always think through the sequence to ensure the communication works effectively.
Every communication should evoke emotion; otherwise, it becomes just dry information. We aim to turn every message into a story, one that people want to feel, discuss, and share. However, emotion without structure leads to chaos. Every story must be well-constructed: from the brand’s objective to a clear message we want to convey to the audience. We always think through the sequence to ensure the communication works effectively.
The Art of Asking Questions
The ancient Greek philosopher Socrates developed a method of questioning to uncover the truth.
Of course, we can offer advice or recommendations on how to act in a given situation, but we never impose solutions. Through guiding questions, we help clients arrive at the right conclusions themselves and then we help turn those conclusions into effective solutions. We believe this is how truly strong ideas are born.
Alexandra Pertseva, CEO of Make Sense, explains:
“We use the Socratic method almost every day. The right questions help us get to the core of a task and find solutions that actually work. Answers that emerge through live dialogue are always stronger and more precise.”
Of course, we can offer advice or recommendations on how to act in a given situation, but we never impose solutions. Through guiding questions, we help clients arrive at the right conclusions themselves and then we help turn those conclusions into effective solutions. We believe this is how truly strong ideas are born.
Alexandra Pertseva, CEO of Make Sense, explains:
“We use the Socratic method almost every day. The right questions help us get to the core of a task and find solutions that actually work. Answers that emerge through live dialogue are always stronger and more precise.”
The Socratic Filter
Another principle attributed to Socrates, the idea of “filtering your speech” often helps us assess the value of a message. It’s simple: before saying anything, you should pass your thoughts through three filters: truth, kindness, and usefulness.
As mentioned earlier, all communication is built on trust, which is why we always strive for maximum transparency. There is no point in embellishing reality: truth always comes to light. We also ensure that our content does not offend anyone and adheres to ethical and moral standards. That’s why every piece of communication we create is meaningful and designed to deliver maximum value.
“We apply the ‘three filters’ rule during the approval stage to ask ourselves: Is this appropriate? Is it truthful? Is it useful for the audience? If we can’t confidently answer ‘yes’ to all three, we continue refining the communication,” adds Alexandra Pertseva.
Why Principles Matter?
Strong principles are essential in our work, they shape your expertise and define your reputation in the eyes of your audience.
As mentioned earlier, all communication is built on trust, which is why we always strive for maximum transparency. There is no point in embellishing reality: truth always comes to light. We also ensure that our content does not offend anyone and adheres to ethical and moral standards. That’s why every piece of communication we create is meaningful and designed to deliver maximum value.
“We apply the ‘three filters’ rule during the approval stage to ask ourselves: Is this appropriate? Is it truthful? Is it useful for the audience? If we can’t confidently answer ‘yes’ to all three, we continue refining the communication,” adds Alexandra Pertseva.
Why Principles Matter?
Strong principles are essential in our work, they shape your expertise and define your reputation in the eyes of your audience.
Make Sense in every message