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Digg It - What's The Most Important Word In Marketing?
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 more complex it gets. One could probably argue any number of answers based on his beliefs, values or type of business.
But is there really one word that’s more important than all the others?
One word without which your marketing efforts will be successful?
I recently surveyed dozens of marketing professionals, authors
Free?
Why?
Truth?
Honesty?
Integrity?
At first glance, it seems like a simple question. But the more you think about it, the more complex it gets. One could probably argue any number of answers based on his beliefs, values or type of business.
But is there really one word that’s more important than all the others?
One word without which your marketing efforts will be successful?
I recently surveyed dozens of marketing professionals, authors
According to USFDA, a combination product is one composed of any combination of a drug and device; biological product and device; drug and biological product
, consultants and small business owners on my blog. 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.
Traditional Marketing: The Old School
Traditional Marketing used to be all about advertising. It was expensive, short lived, and had little to do wit
Traditional Marketing: The Old School
Traditional Marketing used to be all about advertising. It was expensive, short lived, and had little to do wit
; or drug, device, and biological product and fixed dose combination would include two or more combinations of drug.
Examples of combination products may in
Examples of combination products may in
h the Internet or word of mouth. Also, it aimed its messages at passive audiences. Leading expert and best selling author Seth Godin calls this "Interruption Marketing," in which the marketer talks directly to as many consumers as possible.
Now, although this traditional style of marketing has lost some of its prowess to the fierce competition of the web, it’s still a powerful medium through which companies can reach their customers. Let's see which words the experts chose from this category.
NOTE: before you read the survey r
Now, although this traditional style of marketing has lost some of its prowess to the fierce competition of the web, it’s still a powerful medium through which companies can reach their customers. Let's see which words the experts chose from this category.
NOTE: before you read the survey r
lude drug-coated devices, drugs packaged with delivery devices in medical kits, and drugs and devices packaged separately but intended to be used together.
esults 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.
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 Su
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 Su
here is enormous increase in the number of combination products entering the market in the recent years. Combination products have proven advantages but fixe
ccess 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. Per
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. Per
d dose combinations are still in the process of convincing regulatory authority on their advantages over the single ingredient formulations.
Combination pro
Combination pro
od. In marketing, you will fail even if you have greatest passion for the wrong target audience; you will fail if you don't know whom 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. Edward “Skip” Masl
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. Edward “Skip” Masl
ucts have become life saving products for the pharmaceutical companies who doesn’t have many innovative molecules in their product pipeline and have been inc
and, 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 d
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 d
easingly used in the product life cycle management. Even the companies having product patents are trying to extend their product life cycle through the combi
riven 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
Next, Karen from Dezign Matters explained that the most important word in marketing was 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
LISTENING
Next, Karen from Dezign Matters explained that the most important word in marketing was 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
nation products and maximize the revenues. But the companies involved in this practice are overlooking that they are burdening the patients both economically
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 im
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 im
and physically. They need to rightly judge the benefits of the combination products and they have to even look at the risks involved when combining the produ
portant 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: The New School
20 years ago, nobody knew what the words “blog,” “RSS feed,” “personal branding,” “viral marketing” or “google” meant. But now – at the risk of sounding cli
Modern Marketing: The New School
20 years ago, nobody knew what the words “blog,” “RSS feed,” “personal branding,” “viral marketing” or “google” meant. But now – at the risk of sounding cli
ts. Some of the combination products were well accepted by physicians while others suffered. Companies involved in development of combination products are fi
h? – the rules have changed. Business is different. Customers are smarter. And marketing isn’t the same old run-a-bunch-of-ads-and-hope-people-buy-your-stuff system.
Now, it’s all about creating an emotional connection. It’s about being unforgettable, unbelievable and unique. It’s about providing an experience that’s so fantastic, customers not only remain loyal to you – but they tell all their friends to do the same.
Here’s what the experts said about the most important words in Modern Marketing.
RESPECT
Now, it’s all about creating an emotional connection. It’s about being unforgettable, unbelievable and unique. It’s about providing an experience that’s so fantastic, customers not only remain loyal to you – but they tell all their friends to do the same.
Here’s what the experts said about the most important words in Modern Marketing.
RESPECT
ding difficulty in defining their combination products and facing various challenges from selecting a combination to marketing it.
Following aspects would a
Following aspects would a
It’s not surprising that Seth Godin – author of seven best selling books about how to make your business remarkable – always emails me back within 30 minutes. I drop him a line every once in a while to pass along an interesting website or, in this case, ask a question. He replied with a brilliant one-word answer: RESPECT. Period.
AUTHENTICITY
John More, 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 a
AUTHENTICITY
John More, 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 a
dd to the challenges in developing combination products:
Which markets to tap where the combination products can do fairly well?
Which combination prod
Which markets to tap where the combination products can do fairly well?
Which combination prod
nything 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 ab
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 ab
cts are meaningful and rational?
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
Which therapeutic categories to select?
Which Combinations can address unmet needs of the patients?
Do combin
out 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 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 beco
Tom and John’s posts on the blog discussion generated high amounts of support from other 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 beco
tions increase the patient compliance?
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
What would be the developing cost?
How to tackle the risks encountered during combination product developmen
me 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, result
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, result
t?
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
As combination products don't fit into the traditional categories of drugs, medical devices, or biological products, the USFDA is in the process of devel
, 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 b
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 b
ping new procedures for reviewing their safety, efficacy and quality.
Professional from academic institutions, pharmaceutical industries, health care indust
Professional from academic institutions, pharmaceutical industries, health care indust
rand.”
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
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 a
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
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 a
y and representatives from various regulatory agencies are working out to design the regulatory requirements for manufacture and sale of combination products
n interesting way, usually with a story. This allows you to tell the truth about your product and the truth about yourself.”
No Word
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 coord
No Word
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 coord
.
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
As there is an increasing trend of the combination products companies manufacturing such products should be able to tackle the problems involved in the de
inate 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.
Typical marketing answer, huh?
But ultimately, it’s not about the answer – it’s about the question. It’s about the creative thought process each businessperson goes through when he considers what the most important word in marketing is...to him.
Personally, I chose the word CONFIDENCE.
In other words, I want to instill
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.
Typical marketing answer, huh?
But ultimately, it’s not about the answer – it’s about the question. It’s about the creative thought process each businessperson goes through when he considers what the most important word in marketing is...to him.
Personally, I chose the word CONFIDENCE.
In other words, I want to instill
elopment. They need to be wiser in analyzing the market trends and the regulatory requirements.
Companies that provide selfless information through particip
Companies that provide selfless information through particip
confidence in the minds of potential customers that if they step onto my company’s front porch, they will be working with a credible, valuable, trustworthy individual whose unique school of thought will help them produce results.
But that’s just me. That’s how I roll.
Now, it's up to YOU to reexamine what “marketing” truly means to you and your company. In so doing, you will gain a better understanding about who you are, what you do and whom you do it for.
So, what’s the most important word in marketing...to YOU
But that’s just me. That’s how I roll.
Now, it's up to YOU to reexamine what “marketing” truly means to you and your company. In so doing, you will gain a better understanding about who you are, what you do and whom you do it for.
So, what’s the most important word in marketing...to YOU
tion in industry events and feedback to regulatory authorities would be able to face the challenges and will be successful in developing combination products
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