Titles, Names, and other Lies

As marketers, we walk often walk a thin line between lies and the Truth.

In school, they said we weren’t supposed to spin, distort, or frame the truth to prevent people from understanding what they were reading or seeing. In real life, we compromise and meet somewhere in the middle to protect our brand image. We politely say what we want without admitting the whole truth. Like using words like manageable when talking about an oil spill and try to focus our audience on our clean-up efforts.

I except these types of LIES. I mean I went in advertising and not PR for a reason.

But still……….

Blatantly calling something by the wrong name to make it sound bigger or more complicated will just confuse your audience.

Check out this beverage holder I bought yesterday. 

You bought a cup or a bottle or maybe even a thermos……but beverage holder? #tryagain

 

 

The Carrot

I’m starting out in my marketing career and I the first thing I’ve learned is marketing is all about “The Carrot”.  Perhaps you could argue all business is about the carrot. You can have what you want if you do this in return. In school, I was taught, that advertising was entertainment with a message, like when you hide medicine in cheese for your pets.

I’ve had two employers now that have refused to offer customers a “carrot” and it has made marketing their companies extremely challenging. They believe that running a promotion is synonymous with severely discounting merchandise, which shouldn’t be true. Prior to my career in marketing, I worked in retail, for one of those cheap clothing stores with lots of coupons. Even though those coupons were poorly executed, they did work. They brought people back into the store, fostered customer loyalty, and built brand recognition.

Promotions help create buzz around company’s products and services. They provide brands the opportunity to stand-out and showcase their best attributes and win more sales. Not every client or every sale is going to help float your business but it all adds up down the line.

Offer up the carrot, do some inspiring work, and win over new customers with it.