Skip to main content

Ad Exchange

Examine the language you use

Why do some marketers treat customers as enemy combatants? They often speak of 'attacking' marketplaces.  Some even organize 'campaigns' to 'target' people so that they'll 'engage' and be 'captured.' There are marketers that use 'roadblocks' on web pages. They 'blast' potential customers with emails.

Others favour a fishing metaphor. These marketers set out bait to reel in the big ones. Without lowering expectations, they toss the little ones back. They then take comfort that 'there are always more fish in the sea.' Every so often there's a big haul, but sometimes nothing is biting.

Still others talk about marketing as a 'numbers game.' What counts are traffic, open rates, clicks, and conversion ratios. In your marketing, you might be betting on a sure thing or a long shot.

Words matter. They carry a mindset with them. Viewing customers as the enemy, as fish or as faceless blobs isn't conducive to a relationship. If you don't conceptualize buyers as people worthy of respect, is that okay with them?

You should examine the language you use. Decide whether it fits your beliefs and priorities. Are you willing to live with the implications of how you speak?

Labels

Labels:

Comments

Post a Comment

Most Read This Week

Why We Dream But Don't Do

Countless people dream of becoming entrepreneurs, but they never do. They’re burdened with excuses and fears of failing. From money to time to responsibilities, you can make a million cases for not starting a business. Let’s face it, being your own boss is scary. In most cases, new business owners have a lot to lose with little insight into their chances of success. Worrying about the risks of business ownership is normal. But, excuses only slow you down from reaching your goals. If you really want to start a business, you need to address the reasons you think you can’t start a business and get rid of them. Find a solution to the issue rather than let it hold you back. Money: Lack of funds is a common barrier. But, there are ways to start a business without a lot of capital. You can bootstrap your business, meaning you use your own resources to get started. You can also look for investors or take out loans. Time: Time is another common excuse. You may think you don’t have enough time ...
Post a Comment
Read more

Why “Try Before You Buy” Doesn’t Always Work

Digital life is filled with tempting offers: “Try it for free!” “Download now and experience the magic!” But beneath the alluring promises, a common marketing strategy lurks: the free trial. While seemingly harmless, this approach can backfire, especially for businesses aiming to build a loyal customer base. The allure of a free trial is undeniable. It offers a risk-free opportunity to explore a product or service, seemingly with no strings attached. However, this perception is often misleading. T he Hidden Costs of Free Trials While the initial download or signup might be free, the true cost of a free trial can be significant. Time and Energy: Users invest time and effort learning a new tool, exploring its features, and potentially adapting their workflow. If the trial doesn’t meet their needs, this investment is wasted. Risk of Disappointment: The excitement of a free trial can quickly turn into frustration if the product falls short of expectations. This can lead to a negative perce...
Post a Comment
Read more

Gravitas is not About Being Arrogant or Aloof

In the corporate world, “gravitas” is a coveted quality. It’s that intangible aura of competence, importance, and respect that commands attention and inspires trust. While often associated with face-to-face interactions, gravitas can also be projected through written communication, video calls, and even phone conversations. Beyond the Physical Presence Think of gravitas as a combination of character, attitude, and mannerisms that radiate confidence and authority. It’s about conveying a sense of purpose, knowledge, and integrity. Here are some key elements of gravitas that translate across mediums: Clarity and Coherence: Speak and write with precision and purpose. Avoid ambiguity and rambling. Principled Stand: Clearly understand your values and be willing to stand by them. This translates to taking firm positions and expressing your opinions confidently. Direction and Purpose: Demonstrate a clear vision for your work and life. Show that you are moving towards something meaningful. Cont...
Post a Comment
Read more