Lingo/Jargon/Slang

      Lingo is more than just a game on TV. According to Miriam Webster it is the special vocabulary of a particular field of interest.  It is also known as jargon or slang.  The differences between the three are very elusive and they are used interchangeably.

What is ”ROTFL”?  Jargon. What is “vertically challenged”? Jargon. What is “in the loop”? Jargon.

       Jargon is the “insiders” language that defines a specific activity, event, group, or product to other people within the group. It is a shortcut to communication among people in the know, but has little meaning to anyone outside the group.  It also makes your customers and clients very uncomfortable; akin to being in a group of people speaking a foreign language that you don’t understand. Politicians are famous for doublespeak and jargon.  It allows them to be understood, yet not very precise. 

       Using jargon, lingo, doublespeak or slang in marketing is a way of making your product or service sound more important or significant than it really is.  It is the secret code of your offering. To the uninformed, it makes the product sound like something they must have immediately or their world might come to an end.  Seldom does the public “read between the lines” to see what is really being said; and marketers don’t want them to.  Remember the Wizard of Oz hiding behind the curtain so nobody could see that he was just an ordinary man, albeit with sage wisdom.

       Our use of language has become sloppy, especially with the explosion of technology.  Soon we will forget all together how to communicate clearly; slang, lingo and jargon will take over.  Nobody will know the difference between real and make believe.  They will simply be left “out of the loop”.  All of your marketing efforts will be lost, because people just won’t want to work hard enough to understand your message.

     Start now to be more clear and precise with your message.  Customers don't like to be talked down to and will always favor real, honest messages.

Marketing in Tough Times

Are you sitting in your store or office wondering where all the customers/clients went? In normal times we typically lose about 10% of our customers in any given year to competition, their changing needs, or other mysterious reasons; but these are not "normal" times. Our lack of customers is just a snapshot of the greater economy. When the economy is struggling you can also expect to be struggling. That is "normal."
During tough times it is imperative that you reach out more, do more to attract business. This also may mean spending money that is scarce. However, DO NOT consider anything that you have to spend on advertising or marketing as an expense. It may affect your cash flow, but it is not an expense, it is an investment in your future success. Without ongoing marketing efforts you can be sure that the 10% client loss will increase substantially.
When available cash for marketing or advertising becomes a challenge it is time to get creative. There are a number of avenues you can take to get your name out there that are free. They make an investment of time, but you have that if your traffic is down.

Take a look at social media, using your computer to reach out, newsletters to keep in touch, surveys to be sure you are offering what your customers want, blogging or article marketing, networking or press releases.
If you need some ideas that match your goals contact me. We never charge for the first hour of consultation and that may be all you need to get headed in the right direction.

Advertising vs. Public Relations

This question has been bandied around for as many years as there has been commerce. Public Relations (PR) and advertising are cousins. They serve the same master (Aunt Profit) but with different approaches.

Once men started creating surpluses that they could trade for needed goods that they didn’t have the earliest tradesmen “advertised” to their neighbors what they were going to have available at the next market. Once they established trusting relationships they was more reliance on public relations to drive the commerce machine. People will always do business with those they know and trust.

Jumping ahead, I have always found that advertising is great for getting instant results. It is where you put your coupons to attract new shoppers (and some savvy ones) to introduce to your products. The accounting is built into the campaign, because it is easy to quantify the results, and is very reliable. Advertising gives you "instant" results.

PR on the other hand is more of a long term investment. It can entail "free" advertising if you use press releases judiciously. It has a lot to do with who you know and who knows you. The newer arena of social networking is a terrific platform for PR efforts. A PR campaign is where you foster friendships and relationships. These connections may not become clients or customers for quite a while, but they are likely to be very faithful when they do.

It appears to me that customers come from an advertising base and clients come from a PR base. Both aspects are important for the success of your business; each has its strengths and weaknesses. Your business development strategies should include a mix of both methods depending on your predetermined goals. Relationships have a significant impact on your bottom line.

For more in depth information contact me: or at least leave a comment here. I'll be looking forward to hearing from you.