Tags |
|
|
Links |
|
|
Other Added - What's The Most Important Word In Marketing?
What's does writing for the lowest denominator mean?Well, if you’re writing for anyone else but yourself, you must take time out to think about your reading public. What sort of knowledge will they have about the topic you’re covering? What are they going to understand, and what will you need to give some explanation time to?Over the long weekend we were wrestling with the technicalities of setting up an online form on our business site. We needed help on CGI scripts (whatever they are). And, without an IT expert in our office, we had to go searching on the web.After lots of frustration we came across a site that was very helpful. At last, here was an outfit that started at the beginning, gave clear explanations, supplied links to more detail if it was needed, and examples of solutions too. Brilliant. Did it solve our problem. No - we’re artists, not scientists! But we were warmed to think that they were at least trying to help technical idiots like us.Writing for the lowest common denominator means thinking about the reader who will have the least knowledge, and bearing him or her in mind as you’re drafting each word. You might think writing this way will frustrate the class swots, but it doesn’t have to. Everyone likes clear explanations. And, if you feel like the explanations are taking over a little, extract them
TRUST
Another popular word was TRUST. Kevin Berringer from Reflections on Business Blog simply said, “No trust = no belief = nobody listens.”
EXPERIENCE
Then, Chris Ray from Interactively Speaking voted for the word EXPERIENCE, as in The Customer Experience. “I believe this word summarizes respect, authenticity, passion, results, etc.” said Ray. “It ultimately decides whether or not a company succeeds.”
AROMA
Next, Jim Seybert from the Jim Seybert Company offered a most unusual suggestion: AROMA. “Brain scientists tell me that smell is the only sense that goes directly to the limbic lobe in our brains - and triggers nothing short of primal emotions. Marketers should pay attention to the ‘aroma’ of their brand. They need to identify the unavoidable, immediate and emotional reaction customers experience upon coming into contact with their brand.”
OPEN
Another intriguing response came from Nellie Lide of The New Persuasion Blog. Her word was OPEN. “You’ve got to be open. Open to others. Open to customers. Open to employees. Open to new. Open to old. Open to scrutiny. Open to derision. Open to joy. Open to different.”
TRUTH
George Silverman, author of The Secrets to Word of Mouth Marketing says it’s all about TRUTH. “Marketing has become synonymous with hype. The truth, compellingly told, is all you need. Just tell it in an interesting way, usually with a story. This allows you to tell the truth about your product and the truth about yourself.”
No Word
The last respondent of the survey was Sean D’Souza from Psycho Tactics. He decided to take the contrarian’s point of view. “There is no one single word that's the most important in marketing. Making such a claim would be like saying your heart is the most important part of your body. I think we try to make
These days the Internet Business World is one of the most Wanted markets to corner! In saying that, it is also the easiest to get scammed in! So many money hungry, self proclaimed "Internet Gurus" are out there that you can't be to sure. I've looked at the websites of multiple systems in my journey down the Internet Business Path and they are all the same.They all have this great look to them illustrating how they made money on the internet! I believe they are all set up to take advantage of the young guy(or girl) out there that happens to get a little extra money and chooses to try to invest in something that will give them a return! This is the most dangerous spot along your investment path! This is the time frame that the popular phrase "They saw you comming!" was coined. These sites appear to be so convincing that you feel that you will have no choice but to succeed. But they have left out the most important part of your investment and that is: "Continuous Return" from your investment! Most just refer you to a single get started program and leave out the fact that you have to "feed the beast" if you want to get a great return. People have to be able to find your system and use it before you make money! I have developed a new system that can help you avoid these scam like sites.Unfortunately this has been the
Free?
Why?
Truth?
Honesty?
Integrity?
At first glance, it seems like a simple question. But the more you think about it, the more complex it gets. One could probably argue any number of answers based on his beliefs, values or type of business.
But is there really one word that’s more important than all the others?
One word without which your marketing efforts will be successful?
I recently surveyed dozens of marketing professionals, authors, consultants and small business owners on my blog. The results included a wide range of words; from the emotionally charged to the pragmatic; from the right brain to the left brain and from the customer focused to the company focus. But all of the suggested "most important words in marketing" fell into one of two categories: Traditional Marketing or Modern Marketing.
Traditional Marketing: The Old School
Traditional Marketing used to be all about advertising. It was expensive, short lived, and had little to do with the Internet or word of mouth. Also, it aimed its messages at passive audiences. Leading expert and best selling author Seth Godin calls this "Interruption Marketing," in which the marketer talks directly to as many consumers as possible.
Now, although this traditional style of marketing has lost some of its prowess to the fierce competition of the web, it’s still a powerful medium through which companies can reach their customers. Let's see which words the experts chose from this category.
NOTE: before you read the survey results below, take a minute to answer the question for yourself: What do you think is the most important word in marketing? Once you’ve made your decision, read on and see how your answer compares.
NEW
"NEW is probably the strongest word in marketing," explains Ronnie Horowitz from The TRIZ Journal. "People are attracted to new products like a magnet. Introducing new products on a constant basis is the best way to get attention and invaluable free publicity for your business."
WHY
Michael “The Success Doctor” Fortin believes the most important word in marketing is WHY. “It is much better to communicate why you are original, special or unique; why you are better, different or superior than competitors – not just the fact that you are. Imply your superiority by specifying as much as possible.”
CUSTOMER
Sivaraman Swaminathan from Customer World says we shouldn’t overlook the obvious word, CUSTOMER. “I think marketing has evolved because the focus is on the customer. The soul of marketing is the customer. Period. In marketing, you will fail even if you have greatest passion for the wrong target audience; you will fail if you don't know whom you should respect, and you will fail if you don't know which customer to trust.”
YOU
Similarly, Robert Middleton from Action Plan Marketing said, “The most important word in marketing is YOU. That is, marketing needs to convey very clearly what's in it for the client or customer.”
FREE
FREE was also touted by several experts as the most important word. Edward “Skip” Masland, owner of Web Solvers says “FREE was, is and will always be the most powerful word in marketing. It attracts eyeballs. It gets results and responses quickly. And marketers may not profit today – or tomorrow – but if they can generate a groundswell of interest from something free, they know they will profit sooner or later.”
On the other hand, Bob Serling from Idea Quotient wrote an article claiming that FREE was the most dangerous word in marketing. “I've been advising businesses for nearly 20 years that a business model driven by attracting prospects through giving something away for free is almost always a model for failure. And it doesn't matter whether you use this model online or offline – it will nearly always fail.”
LISTENING
Next, Karen from Dezign Matters explained that the most important word in marketing was something you DON’T say. “I think the word is LISTENING. A little time leaning back and listening quietly can save time, money and leave the client and customer feeling that someone truly heard what they were trying to say.”
BECAUSE
Michael Daehn, author of Marketing Ingenious explained, “I read a case study about cutting in lines at a copy machines. The hypothesis was that the word ‘please’ would get the best response. But the results proved that the word ‘because’ received a much better response given that the word offered a reason to let someone cut in line. Therefore, we as marketers need to give customers a reason to buy.”
RESULTS
Lastly, Michael Cage from Small Business Marketing Systems said the most important word in marketing was RESULTS. “Small businesses are often suckered into fluffy, fancy marketing concepts that sound great but produce absolutely nothing in the real world. If the business owner or marketing department can't tie what they do to results, likewise, they need to step back and get it right before passing go.”
Modern Marketing: The New School
20 years ago, nobody knew what the words “blog,” “RSS feed,” “personal branding,” “viral marketing” or “google” meant. But now – at the risk of sounding clich? – the rules have changed. Business is different. Customers are smarter. And marketing isn’t the same old run-a-bunch-of-ads-and-hope-people-buy-your-stuff system.
Now, it’s all about creating an emotional connection. It’s about being unforgettable, unbelievable and unique. It’s about providing an experience that’s so fantastic, customers not only remain loyal to you – but they tell all their friends to do the same.
Here’s what the experts said about the most important words in Modern Marketing.
RESPECT
It’s not surprising that Seth Godin – author of seven best selling books about how to make your business remarkable – always emails me back within 30 minutes. I drop him a line every once in a while to pass along an interesting website or, in this case, ask a question. He replied with a brilliant one-word answer: RESPECT. Period.
AUTHENTICITY
John More, owner of Brand Autopsy, maintained the most important word in marketing was AUTHENTICITY. “With the world becoming one gigantic ad, consumers today can sniff out anything that smells the least bit fake and inauthentic. Success will come truer and faster if companies can design products, programs, and services that are authentic in meaning, purpose, and delivery.”
Moore dug deeper on the topic of authenticity and explained that “Authenticity is usually a by-product of a purpose-driven business. And unfortunately, there ain’t enough businesses out there with the purpose of making a positive difference in the world.”
PASSION
Similarly, Tom Asacker from A Clear Eye says it’s all about PASSION. “Passion for one's business and for one's calling inspires and attracts people. They want to be to believe, to belong; to become. And that's the essence of marketing today.”
Tom and John’s posts on the blog discussion generated high amounts of support from other experts. Laura from the Smart Musings blog agreed by saying, “John and Tom are right. Consumers can distinguish between authentic and inauthentic marketing. Authentic messages will strike a chord with them. That may encourage them to buy. And once they become a customer, then they may too become passionate about the product. And that is the ultimate goal of marketing: not just to have passionate employees, but passionate customers.”
TRUST
Another popular word was TRUST. Kevin Berringer from Reflections on Business Blog simply said, “No trust = no belief = nobody listens.”
EXPERIENCE
Then, Chris Ray from Interactively Speaking voted for the word EXPERIENCE, as in The Customer Experience. “I believe this word summarizes respect, authenticity, passion, results, etc.” said Ray. “It ultimately decides whether or not a company succeeds.”
AROMA
Next, Jim Seybert from the Jim Seybert Company offered a most unusual suggestion: AROMA. “Brain scientists tell me that smell is the only sense that goes directly to the limbic lobe in our brains - and triggers nothing short of primal emotions. Marketers should pay attention to the ‘aroma’ of their brand. They need to identify the unavoidable, immediate and emotional reaction customers experience upon coming into contact with their brand.”
OPEN
Another intriguing response came from Nellie Lide of The New Persuasion Blog. Her word was OPEN. “You’ve got to be open. Open to others. Open to customers. Open to employees. Open to new. Open to old. Open to scrutiny. Open to derision. Open to joy. Open to different.”
TRUTH
George Silverman, author of The Secrets to Word of Mouth Marketing says it’s all about TRUTH. “Marketing has become synonymous with hype. The truth, compellingly told, is all you need. Just tell it in an interesting way, usually with a story. This allows you to tell the truth about your product and the truth about yourself.”
No Word
The last respondent of the survey was Sean D’Souza from Psycho Tactics. He decided to take the contrarian’s point of view. “There is no one single word that's the most important in marketing. Making such a claim would be like saying your heart is the most important part of your body. I think we try to make
Effect of Benefits We have previously examined realistic billable hours and the effect of business expenses on your hourly rate. Now we'll look at the effect of benefits. Once upon at time, when we were employed, we received a benefits package from our employer. This usually included health, life and disability insurance. Many firms also had available pension programs, profit sharing, dental and vision coverage. In addition, one-half of your social security was paid by your employer. As self-employed individuals, we have to provide these benefits for ourselves. This means an additional boast to the hourly rate we've calculated so far. For the sake of argument, let's figure a standard benefits package consisting of health, life, disability, pension and profit sharing. Let's figure health insurance costs at $300 per month; life at $50 per month; disability at $150 per month; pension (a SEP-IRA) at $500 per month and about 10% for a profit margin. If we total these up we get a yearly figure of $12,000. Now keep in mind, that most of these will be paid for in after tax dollars. So, we need to add approximately an additional 30% to this number, for a true total of about $15,600 per year. The 30% represents the amount of taxes you need to pay to end up with the net amount of money needed to pay for your benefits packag
WHY
Michael “The Success Doctor” Fortin believes the most important word in marketing is WHY. “It is much better to communicate why you are original, special or unique; why you are better, different or superior than competitors – not just the fact that you are. Imply your superiority by specifying as much as possible.”
CUSTOMER
Sivaraman Swaminathan from Customer World says we shouldn’t overlook the obvious word, CUSTOMER. “I think marketing has evolved because the focus is on the customer. The soul of marketing is the customer. Period. In marketing, you will fail even if you have greatest passion for the wrong target audience; you will fail if you don't know whom you should respect, and you will fail if you don't know which customer to trust.”
YOU
Similarly, Robert Middleton from Action Plan Marketing said, “The most important word in marketing is YOU. That is, marketing needs to convey very clearly what's in it for the client or customer.”
FREE
FREE was also touted by several experts as the most important word. Edward “Skip” Masland, owner of Web Solvers says “FREE was, is and will always be the most powerful word in marketing. It attracts eyeballs. It gets results and responses quickly. And marketers may not profit today – or tomorrow – but if they can generate a groundswell of interest from something free, they know they will profit sooner or later.”
On the other hand, Bob Serling from Idea Quotient wrote an article claiming that FREE was the most dangerous word in marketing. “I've been advising businesses for nearly 20 years that a business model driven by attracting prospects through giving something away for free is almost always a model for failure. And it doesn't matter whether you use this model online or offline – it will nearly always fail.”
LISTENING
Next, Karen from Dezign Matters explained that the most important word in marketing was something you DON’T say. “I think the word is LISTENING. A little time leaning back and listening quietly can save time, money and leave the client and customer feeling that someone truly heard what they were trying to say.”
BECAUSE
Michael Daehn, author of Marketing Ingenious explained, “I read a case study about cutting in lines at a copy machines. The hypothesis was that the word ‘please’ would get the best response. But the results proved that the word ‘because’ received a much better response given that the word offered a reason to let someone cut in line. Therefore, we as marketers need to give customers a reason to buy.”
RESULTS
Lastly, Michael Cage from Small Business Marketing Systems said the most important word in marketing was RESULTS. “Small businesses are often suckered into fluffy, fancy marketing concepts that sound great but produce absolutely nothing in the real world. If the business owner or marketing department can't tie what they do to results, likewise, they need to step back and get it right before passing go.”
Modern Marketing: The New School
20 years ago, nobody knew what the words “blog,” “RSS feed,” “personal branding,” “viral marketing” or “google” meant. But now – at the risk of sounding clich? – the rules have changed. Business is different. Customers are smarter. And marketing isn’t the same old run-a-bunch-of-ads-and-hope-people-buy-your-stuff system.
Now, it’s all about creating an emotional connection. It’s about being unforgettable, unbelievable and unique. It’s about providing an experience that’s so fantastic, customers not only remain loyal to you – but they tell all their friends to do the same.
Here’s what the experts said about the most important words in Modern Marketing.
RESPECT
It’s not surprising that Seth Godin – author of seven best selling books about how to make your business remarkable – always emails me back within 30 minutes. I drop him a line every once in a while to pass along an interesting website or, in this case, ask a question. He replied with a brilliant one-word answer: RESPECT. Period.
AUTHENTICITY
John More, owner of Brand Autopsy, maintained the most important word in marketing was AUTHENTICITY. “With the world becoming one gigantic ad, consumers today can sniff out anything that smells the least bit fake and inauthentic. Success will come truer and faster if companies can design products, programs, and services that are authentic in meaning, purpose, and delivery.”
Moore dug deeper on the topic of authenticity and explained that “Authenticity is usually a by-product of a purpose-driven business. And unfortunately, there ain’t enough businesses out there with the purpose of making a positive difference in the world.”
PASSION
Similarly, Tom Asacker from A Clear Eye says it’s all about PASSION. “Passion for one's business and for one's calling inspires and attracts people. They want to be to believe, to belong; to become. And that's the essence of marketing today.”
Tom and John’s posts on the blog discussion generated high amounts of support from other experts. Laura from the Smart Musings blog agreed by saying, “John and Tom are right. Consumers can distinguish between authentic and inauthentic marketing. Authentic messages will strike a chord with them. That may encourage them to buy. And once they become a customer, then they may too become passionate about the product. And that is the ultimate goal of marketing: not just to have passionate employees, but passionate customers.”
TRUST
Another popular word was TRUST. Kevin Berringer from Reflections on Business Blog simply said, “No trust = no belief = nobody listens.”
EXPERIENCE
Then, Chris Ray from Interactively Speaking voted for the word EXPERIENCE, as in The Customer Experience. “I believe this word summarizes respect, authenticity, passion, results, etc.” said Ray. “It ultimately decides whether or not a company succeeds.”
AROMA
Next, Jim Seybert from the Jim Seybert Company offered a most unusual suggestion: AROMA. “Brain scientists tell me that smell is the only sense that goes directly to the limbic lobe in our brains - and triggers nothing short of primal emotions. Marketers should pay attention to the ‘aroma’ of their brand. They need to identify the unavoidable, immediate and emotional reaction customers experience upon coming into contact with their brand.”
OPEN
Another intriguing response came from Nellie Lide of The New Persuasion Blog. Her word was OPEN. “You’ve got to be open. Open to others. Open to customers. Open to employees. Open to new. Open to old. Open to scrutiny. Open to derision. Open to joy. Open to different.”
TRUTH
George Silverman, author of The Secrets to Word of Mouth Marketing says it’s all about TRUTH. “Marketing has become synonymous with hype. The truth, compellingly told, is all you need. Just tell it in an interesting way, usually with a story. This allows you to tell the truth about your product and the truth about yourself.”
No Word
The last respondent of the survey was Sean D’Souza from Psycho Tactics. He decided to take the contrarian’s point of view. “There is no one single word that's the most important in marketing. Making such a claim would be like saying your heart is the most important part of your body. I think we try to make
Less than 20% of companies implementing any form of Lean related improvement programme manage to achieve worthwhile results. Effectively, 80% or more of companies fail to complete the Lean Marathon!My experiences of working with a wide range of manufacturing and service sectors companies who have suffered problems with their improvement programmes has led me to the realisation that to be truly successful at implementing any form of improvement programme (including Lean) and achieve sustainable results in the medium to long-term, an organisation must display three key attributes:1: Effective Skills: This is concerned with ensuring the organisation has sufficient understanding of the techniques and processes to be implemented. Companies with high levels of skill usually have access to one or more well trained facilitators who will lead the change process and will also carry out the training for the rest of the staff so that they have a basic understanding of the tools and techniques to be applied. Companies with high levels of skill have the technical understanding of how the change process will work, but can be brought down by a lack of management enthusiasm or a demoralised workforce.2: Management Motivation: This is concerned with the management motivation for change and the associated focus of time, effort a
LISTENING
Next, Karen from Dezign Matters explained that the most important word in marketing was something you DON’T say. “I think the word is LISTENING. A little time leaning back and listening quietly can save time, money and leave the client and customer feeling that someone truly heard what they were trying to say.”
BECAUSE
Michael Daehn, author of Marketing Ingenious explained, “I read a case study about cutting in lines at a copy machines. The hypothesis was that the word ‘please’ would get the best response. But the results proved that the word ‘because’ received a much better response given that the word offered a reason to let someone cut in line. Therefore, we as marketers need to give customers a reason to buy.”
RESULTS
Lastly, Michael Cage from Small Business Marketing Systems said the most important word in marketing was RESULTS. “Small businesses are often suckered into fluffy, fancy marketing concepts that sound great but produce absolutely nothing in the real world. If the business owner or marketing department can't tie what they do to results, likewise, they need to step back and get it right before passing go.”
Modern Marketing: The New School
20 years ago, nobody knew what the words “blog,” “RSS feed,” “personal branding,” “viral marketing” or “google” meant. But now – at the risk of sounding clich? – the rules have changed. Business is different. Customers are smarter. And marketing isn’t the same old run-a-bunch-of-ads-and-hope-people-buy-your-stuff system.
Now, it’s all about creating an emotional connection. It’s about being unforgettable, unbelievable and unique. It’s about providing an experience that’s so fantastic, customers not only remain loyal to you – but they tell all their friends to do the same.
Here’s what the experts said about the most important words in Modern Marketing.
RESPECT
It’s not surprising that Seth Godin – author of seven best selling books about how to make your business remarkable – always emails me back within 30 minutes. I drop him a line every once in a while to pass along an interesting website or, in this case, ask a question. He replied with a brilliant one-word answer: RESPECT. Period.
AUTHENTICITY
John More, owner of Brand Autopsy, maintained the most important word in marketing was AUTHENTICITY. “With the world becoming one gigantic ad, consumers today can sniff out anything that smells the least bit fake and inauthentic. Success will come truer and faster if companies can design products, programs, and services that are authentic in meaning, purpose, and delivery.”
Moore dug deeper on the topic of authenticity and explained that “Authenticity is usually a by-product of a purpose-driven business. And unfortunately, there ain’t enough businesses out there with the purpose of making a positive difference in the world.”
PASSION
Similarly, Tom Asacker from A Clear Eye says it’s all about PASSION. “Passion for one's business and for one's calling inspires and attracts people. They want to be to believe, to belong; to become. And that's the essence of marketing today.”
Tom and John’s posts on the blog discussion generated high amounts of support from other experts. Laura from the Smart Musings blog agreed by saying, “John and Tom are right. Consumers can distinguish between authentic and inauthentic marketing. Authentic messages will strike a chord with them. That may encourage them to buy. And once they become a customer, then they may too become passionate about the product. And that is the ultimate goal of marketing: not just to have passionate employees, but passionate customers.”
TRUST
Another popular word was TRUST. Kevin Berringer from Reflections on Business Blog simply said, “No trust = no belief = nobody listens.”
EXPERIENCE
Then, Chris Ray from Interactively Speaking voted for the word EXPERIENCE, as in The Customer Experience. “I believe this word summarizes respect, authenticity, passion, results, etc.” said Ray. “It ultimately decides whether or not a company succeeds.”
AROMA
Next, Jim Seybert from the Jim Seybert Company offered a most unusual suggestion: AROMA. “Brain scientists tell me that smell is the only sense that goes directly to the limbic lobe in our brains - and triggers nothing short of primal emotions. Marketers should pay attention to the ‘aroma’ of their brand. They need to identify the unavoidable, immediate and emotional reaction customers experience upon coming into contact with their brand.”
OPEN
Another intriguing response came from Nellie Lide of The New Persuasion Blog. Her word was OPEN. “You’ve got to be open. Open to others. Open to customers. Open to employees. Open to new. Open to old. Open to scrutiny. Open to derision. Open to joy. Open to different.”
TRUTH
George Silverman, author of The Secrets to Word of Mouth Marketing says it’s all about TRUTH. “Marketing has become synonymous with hype. The truth, compellingly told, is all you need. Just tell it in an interesting way, usually with a story. This allows you to tell the truth about your product and the truth about yourself.”
No Word
The last respondent of the survey was Sean D’Souza from Psycho Tactics. He decided to take the contrarian’s point of view. “There is no one single word that's the most important in marketing. Making such a claim would be like saying your heart is the most important part of your body. I think we try to make
Ergonomic office chairs are extremely popular in today’s office environment. Many employees find that they are sitting for more than eight hours per day while at work. It is important that ergonomic office chairs be used to reduce shoulder, back, and neck strain. While ergonomic office chairs may cost more than a standard office chair, the initial cost is a wise investment and worthwhile in increasing productivity and preventing serious injury.There are many important factors to consider when selecting proper ergonomic office chairs. Some of the features that should be looked for are an adjustable seat, proper lumbar support, a backrest, adequate seat width and depth, appropriate arm rests, and the ability to swivel. It is important to read the instruction manual thoroughly and ensure that all of the adjustment mechanisms are in proper working order. If a chair is found to be defective, in any way, it should be returned.While selecting ergonomic office chairs it is important to remember that there is no “best” fit for every body type. What suits one individual may not be an ideal choice for another. If possible, it is a good idea to try out an ergonomic office chair prior to making a purchase. If it is not possible to test the chair prior to purchasing, be sure that you are able to receive a refund if the chair turns out
Here’s what the experts said about the most important words in Modern Marketing.
RESPECT
It’s not surprising that Seth Godin – author of seven best selling books about how to make your business remarkable – always emails me back within 30 minutes. I drop him a line every once in a while to pass along an interesting website or, in this case, ask a question. He replied with a brilliant one-word answer: RESPECT. Period.
AUTHENTICITY
John More, owner of Brand Autopsy, maintained the most important word in marketing was AUTHENTICITY. “With the world becoming one gigantic ad, consumers today can sniff out anything that smells the least bit fake and inauthentic. Success will come truer and faster if companies can design products, programs, and services that are authentic in meaning, purpose, and delivery.”
Moore dug deeper on the topic of authenticity and explained that “Authenticity is usually a by-product of a purpose-driven business. And unfortunately, there ain’t enough businesses out there with the purpose of making a positive difference in the world.”
PASSION
Similarly, Tom Asacker from A Clear Eye says it’s all about PASSION. “Passion for one's business and for one's calling inspires and attracts people. They want to be to believe, to belong; to become. And that's the essence of marketing today.”
Tom and John’s posts on the blog discussion generated high amounts of support from other experts. Laura from the Smart Musings blog agreed by saying, “John and Tom are right. Consumers can distinguish between authentic and inauthentic marketing. Authentic messages will strike a chord with them. That may encourage them to buy. And once they become a customer, then they may too become passionate about the product. And that is the ultimate goal of marketing: not just to have passionate employees, but passionate customers.”
TRUST
Another popular word was TRUST. Kevin Berringer from Reflections on Business Blog simply said, “No trust = no belief = nobody listens.”
EXPERIENCE
Then, Chris Ray from Interactively Speaking voted for the word EXPERIENCE, as in The Customer Experience. “I believe this word summarizes respect, authenticity, passion, results, etc.” said Ray. “It ultimately decides whether or not a company succeeds.”
AROMA
Next, Jim Seybert from the Jim Seybert Company offered a most unusual suggestion: AROMA. “Brain scientists tell me that smell is the only sense that goes directly to the limbic lobe in our brains - and triggers nothing short of primal emotions. Marketers should pay attention to the ‘aroma’ of their brand. They need to identify the unavoidable, immediate and emotional reaction customers experience upon coming into contact with their brand.”
OPEN
Another intriguing response came from Nellie Lide of The New Persuasion Blog. Her word was OPEN. “You’ve got to be open. Open to others. Open to customers. Open to employees. Open to new. Open to old. Open to scrutiny. Open to derision. Open to joy. Open to different.”
TRUTH
George Silverman, author of The Secrets to Word of Mouth Marketing says it’s all about TRUTH. “Marketing has become synonymous with hype. The truth, compellingly told, is all you need. Just tell it in an interesting way, usually with a story. This allows you to tell the truth about your product and the truth about yourself.”
No Word
The last respondent of the survey was Sean D’Souza from Psycho Tactics. He decided to take the contrarian’s point of view. “There is no one single word that's the most important in marketing. Making such a claim would be like saying your heart is the most important part of your body. I think we try to make
Some people have always known what their dream career is but some haven’t quite worked it out. Dissatisfaction with your career cannot always be fixed with a promotion or a pay rise. Sometimes we actually don’t ‘fit’ our chosen occupation. Perhaps you’ve always wanted to be a landscaper but have wound up as an accountant. Perhaps you would love to be a nanny, but found yourself working as a receptionist. There’s that saying about the square peg and the round hole. No matter how nice you make the round hole appear, it’s still round and you’re still square…not literally.By taking some time to answer the following questions, you may start to see a picture form around a particular theme that may turn out to be your dream career.1. What aspects of your current job or day-to-day activities do you thoroughly enjoy?2. What do you naturally do very well?3. What do you love to do when you have spare time?4. What do you daydream about?5. Is there a charity, cause or value that you feel strongly about?6. When you think back over your life, are there problems or issues that have persisted over and over again?7. Name 4 important lessons you have learned?8. List 4 of your greatest successes in life and what made it a success for you.9. What things would you like said about you if you weren’
TRUST
Another popular word was TRUST. Kevin Berringer from Reflections on Business Blog simply said, “No trust = no belief = nobody listens.”
EXPERIENCE
Then, Chris Ray from Interactively Speaking voted for the word EXPERIENCE, as in The Customer Experience. “I believe this word summarizes respect, authenticity, passion, results, etc.” said Ray. “It ultimately decides whether or not a company succeeds.”
AROMA
Next, Jim Seybert from the Jim Seybert Company offered a most unusual suggestion: AROMA. “Brain scientists tell me that smell is the only sense that goes directly to the limbic lobe in our brains - and triggers nothing short of primal emotions. Marketers should pay attention to the ‘aroma’ of their brand. They need to identify the unavoidable, immediate and emotional reaction customers experience upon coming into contact with their brand.”
OPEN
Another intriguing response came from Nellie Lide of The New Persuasion Blog. Her word was OPEN. “You’ve got to be open. Open to others. Open to customers. Open to employees. Open to new. Open to old. Open to scrutiny. Open to derision. Open to joy. Open to different.”
TRUTH
George Silverman, author of The Secrets to Word of Mouth Marketing says it’s all about TRUTH. “Marketing has become synonymous with hype. The truth, compellingly told, is all you need. Just tell it in an interesting way, usually with a story. This allows you to tell the truth about your product and the truth about yourself.”
No Word
The last respondent of the survey was Sean D’Souza from Psycho Tactics. He decided to take the contrarian’s point of view. “There is no one single word that's the most important in marketing. Making such a claim would be like saying your heart is the most important part of your body. I think we try to make things too simplistic. In reality, marketing is a series of things that coordinate together to create magic.”
It’s All In The Hunt
In case you haven’t already figured it out, the answer to the question “What’s the most important word in marketing?” is: it all depends.
Typical marketing answer, huh?
But ultimately, it’s not about the answer – it’s about the question. It’s about the creative thought process each businessperson goes through when he considers what the most important word in marketing is...to him.
Personally, I chose the word CONFIDENCE.
In other words, I want to instill confidence in the minds of potential customers that if they step onto my company’s front porch, they will be working with a credible, valuable, trustworthy individual whose unique school of thought will help them produce results.
But that’s just me. That’s how I roll.
Now, it's up to YOU to reexamine what “marketing” truly means to you and your company. In so doing, you will gain a better understanding about who you are, what you do and whom you do it for.
So, what’s the most important word in marketing...to YOU?
HTTP = HTML link (for blogs, profiles,phorums):
<a href="http://www.otheradded.com/article/29240/otheradded-Whats-The-Most-Important-Word-In-Marketing.html">What's The Most Important Word In Marketing?</a>
BB link (for phorums):
[url=http://www.otheradded.com/article/29240/otheradded-Whats-The-Most-Important-Word-In-Marketing.html]What's The Most Important Word In Marketing?[/url]
Related Articles:
10 Secrets of Successful Entrepreneurs
Keep Your Franchise Business In The Family
How Much Does it Cost to Become a Millionaire?
Bookmark it:
|