Eight stupid words marketers should avoid

I recently provided a list of 12 sentences that should be avoided in the sales email. Today, I've listed some of the market http://www.aliyun.com/zixun/aggregation/38848.html "> Marketers should avoid, and it's not because customers hate them, It is because these statements encourage the bad ideas and behavior of marketers. Here are the stupid things:  1. Create demand "Example:" This trade show is a demand-generating activity. "No amount of marketing can create" demand. Customers may need a product or they may not need it. If they do, then the need is there. If they don't need it, the demand doesn't exist. The vast majority of marketing activities can be done to help customers connect needs and products. This is a bad statement for a marketing team because it encourages marketers to think they are doing something for their customers rather than a sales team. 2. "Promote Sales" Example: "This plan will be in the new industry to promote sales." "This means that marketing controls sales activities. But for each product that needs salespeople, only salespeople can achieve sales. What marketing can do is to help the sales team achieve their goals. Rather than "push" anything. This is a bad statement for marketers because it classifies the sales function as a marketing team rather than in a natural order. 3. "Brand Equity" Example: "This advertisement will increase our brand equity." The whole concept of "brand equity" is a hoax. While big, instantly recognizable brands (such as Coca-Cola and Sony) are indeed valuable (though they may be less valuable than they claim), most brands will not be noticed even if they disappear from the earth. This is a bad statement for marketers because it makes it impossible to measure the value of a particular campaign. 4. "Hot Target Customers" example: "We transferred some hot target customers to the sales department." "It is only when salespeople are able to achieve a sales goal quickly that they are" hot ". Therefore, marketers can only know if a target customer is considered "hot" only after the salesperson has achieved sales. It is fundamentally wrong to say that a target customer is "hot" before achieving sales. This is a bad statement for marketers, because it encourages marketers to judge the quality of a target customer based on their own estimates rather than on actual results. 5. "Message Blockade" Example: "This product release is still at the stage of the message blockade." "Marketers will say that when they send out a press release, and hope that this mysterious atmosphere will arouse interest in the media." However, if you can get some early news, public relations officers will be veryHappy。 This is a bad statement for marketers, because business journalists have only 10 minutes of attention and then delete anything that can't be done right away. 6. "Investment" Example: "We have to make a investment in market research." "When it comes to investing, there should be a direct relationship between the money you spend and the money you can get." If the links between the two are ambiguous or less straightforward (as in most marketing campaigns), then this behavior is called spending rather than investment. This is bad for marketers, who encourage marketers (and everyone else in the company) to forget that marketing is always an expense. 7. "Powerful" Example: "Our new product requires powerful capabilities." "What exactly does that mean?" For me, it reminds me of a middle-aged man with a red face and a little overweight, dressed in a bathing suit, ran to the beach and shouted, "Hi, everyone, look at it!" I'm strong! "This is a bad statement for marketers because it lets marketers talk about problems with meaningless words." 8. "Customer-centric" example: "This advertising program is customer-centric." "If the marketing campaign is not customer-centric, why would someone have to plan, fund, and execute it in such a big way?" Isn't all things supposed to be customer centric? This is a bad statement for marketers, because the fact is that if the marketing team is labeling some activities as "customer-centric," it means they have some other activities that are not customer centric. Attention: Internet Enthusiasts  http://www.joelde.com/