VARK isn’t just for internal training or team development—it’s also highly relevant when communicating with clients and customers. Whether you’re explaining how a product works, providing instructions, or gathering feedback, understanding how different people prefer to give and receive information can make your communication more effective and strengthen customer connections.
When dealing with clients, consider how VARK can enhance the way you convey complex information. For example, visual aids might work well when introducing new products, but some clients may prefer detailed written instructions or live demonstrations. VARK is also relevant when you need to gather information from your customers—whether it’s understanding their requirements, collecting feedback, or providing support. By using different communication styles, you can ensure you meet their needs and make the exchange more productive.
What if I don’t know their learning preferences?
You may not know someone’s VARK preference, but you can look for clues. Pay attention to how they communicate—do they prefer emails (Read/write) or phone calls (Aural)? Do they ask for diagrams and visuals (Visual), or do they like to test things themselves (Kinesthetic)? When in doubt, provide options. For example, follow up a meeting with both a written summary and a video or offer a demo alongside a detailed explanation.
Have you considered how your clients and customers learn?
- What type of information do you send out, and how do you send it?
- Are your meetings in person or virtual, with cameras on or off?
- Do you share documents that include visuals, images, or mostly text?
- Do you use videos, visual presentations, or hands-on demonstrations?
Understanding VARK learning preferences in all aspects of your business is valuable. By catering to all learning styles, you’ll enable your clients and customers to fully engage with the information you are sharing.
Applying VARK to Client Communication:
VISUAL LEARNERS
- Use visuals in presentations: When explaining services or products, engage visual learners with drawings, charts, or diagrams that illustrate key points.
- Follow-up visuals: After meetings, send infographics or visual brochures to help them review the details.
AURAL LEARNERS
- Engage in conversation: Build rapport by discussing your client’s needs and verbally explaining how your product or service meets them.
- Expert advice and personal stories: Hearing from an experienced person and being able to get expert advice that applies to their own situation is very important for those with an Aural preference.
READ/WRITE LEARNERS
- Send detailed emails or reports: Provide text-heavy materials, such as proposals, product descriptions, or detailed reports, to suit clients who prefer written content.
- Provide written FAQs: Offer easily accessible written resources, such as FAQ sheets, to help clients reference the information when needed.
KINESTHETIC LEARNERS
- Offer product trials or demonstrations: Let clients experience your product first-hand with trials, demos, or interactive presentations.
- Bring tangible examples: During meetings, provide product samples or mockups that the client can interact with directly.
- Keep it real: Those with a Kinesthetic preference want to know how information relates to their own real-world experience. Concrete applications are of more interest than theoretical overviews.
You can also apply VARK when gathering information from clients. For example, visual learners may prefer to outline their requirements with sketches or diagrams, while kinesthetic learners might want to walk through a process or product in real-time. Aural learners might appreciate discussing feedback verbally, while read/write learners could prefer written surveys or questionnaires.
It’s important to vary your communication methods, offering a mix of presentations, discussions, and written proposals. Ask your clients how they prefer to receive information—whether through visual aids, written reports, product demos, or in-person meetings—and adjust your style accordingly. This will help ensure your communication is both engaging and effective.
An Example: Applying VARK in Marketing Communications
Does your marketing content cater to different VARK learning preferences? Consider using a variety of marketing channels to engage with your audience, tailoring your strategies to meet the needs of different learners.
Versatile Marketing Strategies Using VARK:
VISUAL LEARNERS
- Action: Create visually engaging materials like infographics, diagrams, charts, and image-rich social media posts.
- Benefit: Visual learners will be drawn to vibrant, easy-to-process content that visually represents your message.
AURAL LEARNERS
- Action: Incorporate podcasts, radio ads, and sound-rich video content into your marketing campaigns.
- Benefit: Aural learners are more likely to remember information they hear, making these formats particularly effective for them.
READ/WRITE LEARNERS
- Action: Focus on blog posts, articles, white papers, and email newsletters as part of your strategy.
- Benefit: Read/write learners will deeply engage with written content that provides detailed analysis and clear insights.
KINESTHETIC LEARNERS
- Action: Organize interactive marketing activities like in-person demos, product trials, or virtual experiences that allow potential customers to interact with your product or service.
- Benefit: Kinesthetic learners respond well to hands-on experiences and real-world applications, so interactive formats will be valuable to them.
Conclusion
Using VARK in client communication and marketing strategies allows businesses to engage more effectively with their audience. By recognizing that people process information in different ways, you can create a variety of impactful strategies that engage all learning preferences, ultimately improving your outreach and client engagement.
