Are marketers who embrace these notions cowards?

September 12th, 2017 by Bob Bly

I know instantly whether a potential copywriting client and I are
simpatico just by the marketing terms he or she uses.

For instance, when I hear a client use words like “response” …
“conversion” … “click-through rates” … “break-even” … “results” …
“leads” … “sales” … “selling” … “offer” … “closing” … “call to
action” … or “profits” …

… I know we pray from the same hymnal of direct response.

It’s only when clients use other marketing words that my radar
signals we might not be a good fit.

For instance, it was trendy for a time to say that marketing is
having “conversations” and not selling.

When I wrote about conversations in this e-newsletter, subscriber
WM replied:

“I am a salesman. At the end of the month, my sales manager asks
me how much I sold. If I was to reply, ‘I didn’t sell anything,
but I had a lot of conversations’ — I’d be out on the street.”

I’m not saying conversations are not a valid part of the sales
and marketing process.

But marketers who focus on “conversation” sometimes do so to
avoid revealing that they do not know how to sell.

“Branding” always makes me a bit wary. Yes, it’s also a valid and
often important part of marketing.

But in marketing speak, it’s often code for, “We just position
our product in the marketplace but don’t know how to sell.”

And “brand awareness” is sometimes code for, “I talk about
awareness because it can’t really be measured and therefore I am
shielded from having to produce a result that can be measured,
which would reveal whether my ad is working and profitable.”

For many years, “content” didn’t sit well with me, as I thought
it devalued and positioned writing as a commodity — just as
calling a writer a “word smith” did back in the day.

But content has become an accepted term, and I am good with it
now.

Same with “content marketing,” which we used to call “getting
more leads and sales by giving away free information.”

The title “content marketing strategist” though is a bit
overblown to me, as many (not all) people who call themselves
that essentially just write online articles for clients.

“Impressions” is another term I shy away from. I am not trying to
impress anyone. I am trying to sell them a product or service.

“Likes,” “followers,” and “connections” in social media. Well,
they are valid and measurable, and have some value.

But they are nothing to get excited about, if they are not
driving traffic, converting, and filling up your PayPal or bank
account with money from customer orders.

Any particular marketing terms you like or don’t like? And do you
agree or disagree with my assessment of marketing lingo here?

Share

This entry was posted on Tuesday, September 12th, 2017 at 12:22 pm and is filed under General. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

9 responses about “Are marketers who embrace these notions cowards?”

  1. John McCabe said:

    Bob, your post is spot on.

    I do have a nit to pick with the term “impressions”, though.

    The definition you used is not the same as the one some marketers use. They define impressions as the number of people who have seen a marketing message, not what the viewer felt about it.

    In that context, more impressions means more chances to get the message out, which should lead to more chances to make the sale.

  2. Matt Hall said:

    A good point about brand awareness. Certain industries – such as higher ed – are built on unmeasurable “brand awareness” activities. Then they wonder why they continue to struggle.

    To add to John’s comment, “impressions” has come to mean any sort of view by a user. An ad viewed by someone once in their Facebook newsfeed counts as an impression – not necessarily when a user clicks or takes any meaningful action.

    Some marketers brag about impressions to clients, but these seem to have the same issue as “brand awareness.” A step on the journey to conversion is seen as the end of the journey in reporting.

  3. Christopher Nolan said:

    I’m not saying discussion are not a significant bit of the arrangements and displaying development. In any case, gratified has transformed into a recognized time with BuyAssignmentService.com, and I am awesome through it currently. I supposed it debased and arranged composed work as an item.

  4. Enrique Richard said:

    Every time the consumer is cheated by purchasing a lower review fuel, or the government is cheated by the correct Can Someone Write my Assignment for Me UK extract impose not being paid, a legitimate petroleum marketer is also being ripped off.

  5. kellim said:

    We are often so set to find a way out that we don’t accurately identify the problem. Maybe a customer comes to you to increase income or to lower cost per lead. Someone Who Can You Write My Assignment UK That’s great, but you first must to determine why customers are looking for these solutions.

  6. Alina Olive said:

    I’m not saying discussions are not a legitimate piece of the deals and promoting process. In any case, Do My Homework For Money advertisers who concentrate on discussion some of the time do as such to abstain from uncovering that they don’t know how to offer.

  7. Karen Watson said:

    This is great information for students. This article is very helpful i really like this blog thanks. I also have some information relevant for Fifty Shades Darker Coat.

  8. Marlin Wright said:

    It is the stability of salesman to satisfy sales manager and your statement is also profitable if they do conversation about issues then the better outcome will be coming out. Essay Writing Service Cheapest These marketing schemes are very valuable in conceding the real meaning of awareness about field learning.

  9. Eliana Hermione said:

    Marketing talk it’s frequently code for We simply position our item in the Essay Help Online commercial center yet don’t know how to offer and brand mindfulness is now and then code for I discuss mindfulness since it can’t generally be measured and accordingly I am protected from producing an outcome that can be measured which would uncover whether my advertisement is working and gainful.

Leave a Reply