I’ve noticed that the language of marketing is similar to the language of warfare. I wonder if this helps reinforce some negative psychology. In 1954 Churchill said (something like) “better to Jaw-Jaw than War-War”. I think this might help remind us that the old military paradigms are increasingly irrelevant.
Terms like “Campaign“, “Target” and the rather frightening “mail-shot“. I’m the aggressor, and you are the victim. Unless you have your bulletproof vest (spam filter) on, then you are at my mercy.
These terms are, of course , ingrained in our psyche to some extent, but I wonder whether the conscious use of other, more helpful, phrases might work in a world where organisations are no longer able to control the message, and where adult-adult dialogue is a more relevant template for customer interactions than parent-child monologue. Try using these phrases when discussing your next marketing initiatives:
- Conversation Plan (not Campaign)
- Community (not Target Market)
- Invitation (not E-SHOT)