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Do Your Marketing Words Mean What You Think They Mean?

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Princess-bride-imageWe marketers are fond of finding new ways to say things.

We want to launch disruptive business models. (Well, an M-80 in a toilet is certainly disruptive, but may not be a good thing for the customers of your bakery).

We talk about our initiatives in terms of impact. But impact can be good or bad. (If you were involved in the Deepwater Horizon oil spill, you can put “delivered a $42.5 billion dollar impact to the business” on your LinkedIn profile).

We talk a lot about content. Pretty much anything is content, including the contents of a garbage truck. Talking about videos, written words, images, and research as “content” leads us to measure volume, not value delivered or prospects reached.

Those are just three examples. If you pay attention throughout your day, you’ll find a dozen more opportunities to say things like:

“I think we can disrupt the space – I mean, I think we can gain loyalty and share by giving customers a better way to buy.”

“When you said ‘impact’,  did you mean ‘improvement?'”

“Thanks for asking about the number of content deliverables this quarter. I’ve given you the number, but what really matters is that we’re giving people valuable information about video SEO that simply hasn’t been published before, and here’s the number of visitors, downloads, and leads we expect as a result.”

Yep. Say it in a way that means what you think it means. Often that means using simpler words.