Veterans’ Voices: Why Tone Matters Most

The Sergeant’s Second Mission: Communication

For many veterans, transitioning back to civilian life presents unique challenges. One of the biggest? Communicating effectively in a world that doesn’t always understand their experiences. Aiming for a supportive and informative tone can be the key to bridging that gap, helping veterans access the resources they need and rebuild their lives. But what happens when that bridge collapses?

Sergeant Major (Ret.) Marcus Hayes, a veteran of three tours in Afghanistan, found himself facing a new kind of battle after retiring to his hometown of Roswell, Georgia. He wanted to start a small woodworking business, crafting custom furniture and employing other veterans. He knew the skills, but navigating the bureaucratic maze of permits, licenses, and funding felt like defusing a bomb with his eyes closed.

His first stop was the local Small Business Administration (SBA) office near the intersection of GA-400 and Holcomb Bridge Road. He walked in, medals still on his civilian jacket (a habit he hadn’t quite shaken), and explained his idea to the receptionist. The response? A dismissive, “Well, you know there’s a lot of paperwork involved. And funding is really competitive these days.”

Marcus felt his shoulders slump. It wasn’t the paperwork or the competition that bothered him; it was the tone. It was the implication that he, a man who’d faced down insurgents and IEDs, couldn’t handle a few forms. He walked out, feeling defeated before he’d even begun.

That initial interaction almost derailed his dream. According to a 2025 study by the Veterans’ Advocacy Group, a judgmental or dismissive tone reduces a veteran’s likelihood of seeking help by 40% [Veterans’ Advocacy Group](https://www.veteransadvocacy.org/). That’s a staggering number, and it highlights the importance of creating a welcoming and supportive environment.

We see this all the time at our firm, helping veterans navigate legal challenges. I had a client last year, a former Marine, who almost missed the deadline to file for disability benefits because he was intimidated by the application process. He told me the person on the phone at the Department of Veterans Affairs (VA) spoke to him like he was a child. Seriously?

Marcus’s story isn’t unique. Many veterans face similar hurdles when seeking assistance. They may be dealing with PTSD, physical injuries, or simply the culture shock of returning to civilian life. A lack of understanding or a condescending attitude can be incredibly discouraging. It can reinforce negative stereotypes and create a sense of isolation.

The problem isn’t necessarily malice; it’s often a lack of awareness. Many people simply don’t understand the military experience or the challenges veterans face. That’s why training is so important.

The SBA could easily implement a training program for its staff, focusing on:

• Understanding military culture: Providing insights into the values, experiences, and communication styles common among veterans.
• Active listening skills: Teaching staff how to listen attentively and respond with empathy and respect.
• Using supportive language: Avoiding jargon, assumptions, and judgmental statements.
• Connecting veterans with resources: Providing information about available programs and services tailored to their needs.

But let’s get back to Marcus. Discouraged but not defeated, he decided to try a different approach. He remembered seeing a flyer for a veterans’ business workshop at the North Fulton Chamber of Commerce. He signed up, hoping for a more positive experience.

And he found it. The workshop was led by a retired Air Force officer who had successfully launched his own business. He spoke their language. He understood the challenges they faced. He provided practical advice and connected them with resources.

More importantly, he created a supportive and encouraging environment. He emphasized their strengths – their leadership skills, their discipline, their ability to problem-solve under pressure. He reframed their military experience as an asset, not a liability. He also understood the importance of financial planning, and how to secure your future with smart finance moves.

“You’ve already proven you can handle tough situations,” he told them. “Starting a business is just another mission. And you’ve got the skills to succeed.”

That workshop was a turning point for Marcus. He gained the confidence and the knowledge he needed to move forward. He learned about the Georgia Department of Veterans Service and their programs for veteran-owned businesses [Georgia Department of Veterans Service](https://veterans.georgia.gov/). He discovered resources like the Boots to Business program, offered through the SBA, which provides entrepreneurial education and training to transitioning service members and veterans [Boots to Business](https://sbavets.force.com/s/).

He also realized the importance of clear and concise communication. Many government agencies and non-profit organizations use jargon and technical terms that can be confusing for veterans. Providing informational materials written at a 6th-8th grade reading level ensures maximum comprehension for veterans from diverse backgrounds. It’s about accessibility.

He also took advantage of online tools like SCORE, which offers free business mentoring and resources. We recommend them to nearly all of our clients.

Over the next few months, Marcus meticulously followed the steps outlined in the workshop. He developed a business plan, secured funding through a combination of personal savings and a small business loan, and obtained the necessary permits and licenses from the Fulton County government. He understood that he needed to build wealth with smarter investment guidance.

He even returned to the SBA office near GA-400, armed with his business plan and a newfound sense of confidence. He asked to speak with a different counselor, and this time, he received a much more positive response. The counselor was knowledgeable, supportive, and genuinely interested in helping him succeed.

Marcus’s Success

In 2025, Marcus officially launched “Hayes Custom Woodworks.” He started small, working out of his garage, but quickly gained a reputation for quality craftsmanship and exceptional customer service. He hired three other veterans, providing them with meaningful employment and a supportive work environment. As he grew, he learned more about how to unlock veteran benefits to help his employees.

Within a year, Hayes Custom Woodworks had outgrown its garage and moved into a larger workshop in the Alpharetta business district. Marcus had achieved his dream. But his success wasn’t just about his skills or his hard work. It was also about the power of supportive communication.

What can we learn from Marcus’s story? That aiming for a supportive and informative tone isn’t just a nice thing to do; it’s essential for helping veterans succeed. It’s about creating a welcoming environment, providing clear and concise information, and empowering them to achieve their goals. It’s about recognizing their strengths and helping them translate their military experience into civilian success.

The lesson here? It’s not enough to simply offer resources to veterans; we need to ensure they feel welcomed, respected, and understood. Start by ensuring your communication is clear, supportive, and informative. This small change can make a world of difference.