Here are five bad marketing words that, in my opinion, need to disappear from usage:
1. SPEND. My lips curl with distaste when I hear people refer to “spending” money on marketing. If you’re spending money to market your company, you might as well just kiss it goodbye. (Or better yet, give it to a worthy non-profit!) You should be INVESTING money in your marketing, and thus expecting a RETURN on that investment. If you’re not, you’re doing it wrong.
2. SOLUTIONS. Not only does this make most marketers eyes roll, but it makes most consumer’s eyes glaze over. This word has been so overused that it no longer carries any meaning. If you’re thinking of using that word, drill deeper into what you are trying to say, don’t just make a surface statement: explain HOW you provide solutions, not just that you do.
3. THAT DOESN’T WORK. Okay, I cheated, that’s not a word it’s a phrase. But I have heard this before, in the context of, for example,“ I tried [Advertising/Direct Mail/Social Media, etc.] before, and that doesn’t work.” When it comes to marketing, it’s all about skill, expertise and yes, sometimes even luck. The variables have likely changed since you tried that channel in the past: maybe you didn’t present a clear message, or a clear call to action, or maybe the timing was wrong.
4. QUALITY. Similar to solutions, this word is tremendously overused. Organizations boast about their quality and then wonder why their marketing “doesn’t work” (see # 3 above). Quality is now a benchmark – every business should be providing a quality product or service! So to proclaim that you provide quality essentially means nothing because, well, it’s a given. So, how do you differentiate your company in that area? Don’t TALK about it, DEMONSTRATE it.
5. NO. Go ahead; try to tell a marketer they can’t do something. I dare ya.
What are your bad marketing words?
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