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What's the Most Important Word In Marketing?

By Scott Ginsberg

What's the most important word in marketing?

Free?

Why?

Truth?

Honesty?

Integrity?

At first glance, it seems like a simple question. But the more you think about it, the most complex it gets. You could probably argue any number of answers based on your beliefs, values or style of doing business. But is there really one word that's more important than all the others? One word without which your marketing efforts can be successful?

A recent survey on a popular business blog posed this question to dozens of marketing professionals, authors, consultants and small business owners.

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.

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 with the experts'.

Traditional Marketing
Traditional Marketing was 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. Seth Godin, best selling author of seven books, calls this Traditional "Interruption" Marketing, in which the marketer talks directly to as many consumers as possible.

 

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 who 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 in marketing. 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
Karen from Dezign Matters explains that the most important word in marketing is 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

Respect
Seth Godin, best selling author of seven books, claimed the most important word was RESPECT. Period.

 

Authenticity
John Moore, 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 marketing 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
Best selling author 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."

 

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.

 

Goodness, what a "marketing" type answer, huh?

But ultimately, it's not about the answer - it's about the thought process. It's about reexamining what "marketing" truly means to you and your company, and in so doing, understanding more about who you are and how you give value.

 


Scott Ginsberg is a professional speaker, "The World's Foremost Expert on Nametags" and the author of HELLO my name is Scott and The Power of Approachability. He helps people MAXIMIZE their approachability and become UNFORGETTABLE communicators - one conversation at a time. For more information contact Front Porch Productions at www.hellomynameisscott.com.

 

 

Reports I have written:

Measuring the impact and ROI of social media
Measuring the impact and ROI of social media - for Ark Group
Making social media work for your business
Making Social Media work for your business - for Ark Group
Social Media: the new business communication landscape
Social Media: The New Business Communication Landscape - for Ark Group
How to get started with podcasting in your organisation
How to get started with podcasting in your organisation - for Melcrum Publishing
How to use social media to solve critical internal communication issues
Contributing author to How to use social media to solve critical internal communication issues - for Melcrum Publishing

How to use social media to engage employees
Contributing author to How to use social media to engage employees - for Melcrum Publishing

Contributing author to How to communicate with hard-to-reach employees - for Melcrum Publishing

 

 

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