Blog posts tagged clear communication

Why marketing is a load of rubbish

OK, so obviously I don’t think marketing is a load of rubbish. But, I understand why so many people do. Especially small business owners, sales people, and our colleagues in finance. It’s because marketing people insist on speaking in their own language. Which is ironic, given that, as marketers, we are meant to be the masters of communication.

Imagine going into a meeting and saying something along the lines of… “We’ve nailed a really great concept, I’m totally loving the big idea, I reckon this campaign will go viral, generating excellent word-of-mouth amongst our advocates. I’m really looking forward to tracking the buzz metrics.”

Those of you who are up to your eyes in the latest “marketing thinking” day-in, day-out might think that sounds great but many more will roll your eyes in dismay.

But, what’s for sure is that most business people will have heard something like… “I’ve just spent a load of money with hand-waving creative types doing something that I think is fun, but that will generate little but hot air.”

The problem isn’t confined to marketing. It’s in any expert discipline or established community. Business disciplines, like IT, law, marketing, finance, operations and human resources all have their own jargon. It’s worth taking a moment to consider whether the people you’re talking to actually understand a word you’re saying. If not, think again. Find someone outside your area to give you some honest feedback — do your words sound like gobbledygook to them?

The message is — always consider the language your business is using because what you mean to say is not always what people hear. I’m not completely anti-jargon, but I do advise you to handle it with care.

Bryony Thomas is an expert contributor to Marketing Donut and a marketing consultant, speaker, and author. Her first book – Watertight Marketing – is available Summer 2012.