Prospects are individuals who are unmarried Ahmadi’s who are of eligible age. This is not restricted to the youth, but for the sake of focus, the youth is who the department will speak to with the tone of this persona. The content of this persona is universal for any age group.
Prospects are not necessarily looking for a match but maybe in the early stages of warming up to the idea of looking for a spouse. Content uniquely made for this persona should cater to those who are both ready to look and those who have not yet given marriage serious thought.
Newlyweds are individuals who have either recently entered matrimony or who have found a Rishta and are soon to be married. The definition of recently married is loosely two years after marriage with cohabitation. Content uniquely made for this persona should cater to the stresses of marriage and the combination of individuals in matrimony. It should be noted that the Rishta Nata department’s charter ends after the period of “Newlywed” or around the two-year mark of marriage.
Loved Ones are any individuals who care about an individual from the other two personas. This group is not restricted to only parents of Prospects or Newlyweds but can be anyone who has a vested interest in the wellbeing of those individuals.
This persona is the broadest, and as such, the content for this persona should vary greatly. This content should be more in line with the typical Jama’at content that we are familiar with, catering to the largest audience possible.
"Your tone also changes depending on the emotional state of the person you’re addressing. You wouldn’t want to use the same tone of voice with someone who’s scared or upset as you would with someone who’s laughing."
"Many erroneous wedding customs have been created which should be avoided by Ahmadis and we should not let ourselves be influenced by what is taking place around us. Hazrat Khalifatul Masih has elucidated this matter in detail before. Secretaries tarbiyyat and Lajna should bring this matter to the fore, time and again, so that members of the Jama’at are protected from these matters."
HAZRAT MIRZA MASROOR AHMAD,
JANUARY 2, 2015
Prospects
Voice & Tone
When speaking to prospects, we want to be their friend and talk to them where they are today, not where we wish they were or where they will be. It is extremely important to be kind, fun, and informal yet informative. It is best to provide this demographic with opinions and interpretations. Prospects need to be able to contextualize the content we provide them, so make sure it is always culturally relevant, down to earth, and written in their terms. It is never okay to lecture this group or cite too many references without context as you might sound condescending.
Style Tips
- Don’t be formal
- It’s okay to use slang
- Be polite
- Keep it stupid simple
- Keep it short
Example
Sometimes people start adopting new trends they see in videos and in the world around them. If everyone is hopping on the latest trend, it can sometimes seem like it’s what everyone has to do. As Ahmadi’s, we should remind each other who we are, and stay true to ourselves.
Newlyweds
Voice & Tone
When speaking to newlyweds, we want to be clear and genuine above all else. We have been in their shoes, we know how daunting newlywed life may be. The use of overly formal verbiage does nothing but make our message harder to understand.
Style Tips
- Keep it simple
- Keep it honest
- Share your experience genuinely
- Don’t give a lecture
Example
Sometimes we start to see different trends emerge. Whether we saw it on Youtube, at a friend’s wedding, or just something that was always in “our culture” these trends sometimes end up becoming conflated with things that are Islamically mandated or expected. Huzoor’s repeatedly cautioned Ahmadi’s from taking part or unknowingly indoctrinating these trends because of their negative effects over the long term. As an Ahmadi brother or sister, we should also strive to remind each other of Huzoor’s guidance so we can keep each other safe.
Loved Ones
Voice & Tone
When speaking to Loved Ones, we want to be formal, educational, and professional. We want to become their trusted source of best practices and guidance on how best to help their loved ones who are in the process, regardless of the stage. Citing references and explaining the nuances of them are extremely important for this group
Style Tips
- Keep it formal
- Make it respectful
- Educate the masses
Example
On January 2, 2015, Hazrat Khalifatul Masih V warned that there are many indecent wedding customs taking place that should be avoided by Ahmadis. He has stressed that we should not let ourselves be influenced by what is taking place around us. Huzoor also emphasized the importance of Jama’at officeholders relaying this message to members, in hopes that members of the Jama’at are protected from these matters.
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