...I have no idea.
But I suspected Google had the answer. So, according to 625 Google references to the exact phrase "most important word in marketing," the following are the five most common answers:
1) YOU
"I've always said that the most important word in marketing is YOU. That is, your marketing needs to convey very clearly what's in it for the client or customer. 'This is what YOU get, client.' Take a look at some of those very important conditions that must be met before a prospective client is likely to do business with you."
2) WHY
"The most critical word in marketing contains only three letters. It's the word WHY. It is much better to communicate WHY you are original, special or unique, or WHY you are better, different or superior than competitors, and not the *fact* that you are. In other words, the point is that you should imply your superiority by specifying, as much as possible, what exactly makes you better than anyone else. This approach is more powerful, and the effect lasts longer."
3) COMMITMENT
"Every guerrilla knows that the number one factor influencing purchase decisions is confidence. The road to confidence is paved with credibility. And that’s the most important word in marketing – commitment. It is something that also fuels your credibility. When people see that you are maintaining consistency in your marketing, they'll assume you're just as committed to quality and service."
4) NEW
"New is probably the strongest word in marketing. 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."
5) FREE
"FREE was, is and will always be the most powerful word in marketing. Most viral marketing programs give away valuable products or services to attract attention. FREE will usually get results and responses much faster. Viral marketers practice a form of delayed gratification. They 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. Why? Because FREE attracts eyeballs."
I put "free" last because I also found a brilliant article which argues that "free" is the most DANGEROUS word in marketing. Check this out:
"I've been advising businesses for nearly 20 years that a business model driven 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."
LET ME ASK YA THIS...
What do you think is the most important word in marketing?
* * * *
Scott Ginsberg
Author/Speaker/That guy with the nametag
www.hellomynameisscott.com
36 comments:
I just emailed Seth Godin, who (as usual) promptly replied with his answer:
RESPECT.
The most important word in marketing is not so much a word to use in marketing but rather a word to shape marketing -- AUTHENTICITY.
Authenticity is the most important word in marketing.
With the world becoming one gigantic ad, consumers today can sniff out anything 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.
Easier said than done because 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.
I was thinking Seth as well but I would have thought his answer would have been:
WHOA.
I read a study that said the word "because" is very powerful. When asking people if they could cut in front of them in line at a copy machine the study tried different words. They hypothesized that the word "please" would get the best response, but the word "because" got a better response whether they used the word please or not. The hard part is weaving "because" into your advertising copy.
Good discussion Scott!
Smart post Scott. I really like it.
MY word? Passion! Sure, *you* is important. But come on now? Do you really believe it when a company says they're in it for *you?*
Ditto for *why.* Every business says here's why . . . blah, blah, blah. If I hear one more *elevator pitch* I'm going to throw up.
I couldn't really decifer Jay's comment. Is he saying it's confidence, credibility, consistency or commitment? Maybe it's *confusion?* ;)
*New* and *Free*? We're overwhelmed with new and free. It's paralyzing us, more than attracting us.
Seth and John are closer with *respect* and *authenticity.* But something is missing. And that something is passion!
Honore de Balzac wrote: "Passion is universal humanity. Without it religion, history, romance and art would be useless."
And so would business. 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.
Yeah ... PASSION. Good word Tom.
Which comes first? PASSION or AUTHENTICITY?
If a business is passionate, it is also authentic. (I can't think of a passionate business that is inauthentic.) And, if a business is authentic then it is also passionate.
So, does one begat the other? I dunno ... you?
BETTER
I would say the most important word in marketing is TRUST.
Again, this is a word to shape marketing rather than a word to use in marketing, but it needs to permeate all other areas of marketing for them to be successful.
No trust, no belief, no one will listen.
I fully agree with Tom's post about passion being the most important word in marketing, as well as John's suggestion that authenticity is it. I think that first comes passion for the product or service you're marketing. That passion must pervade the company, and the marketers must truly believe in their product. That passion and belief will naturally flow into authentic marketing, because there's no "fooling" involved. The company is really behind their product and they want to share that with the world.
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 become a customer, then they may too become passionate about your product. And that is the ultimate goal of marketing in my opinion: not just to have passionate employees, but passionate customers.
CUSTOMER
How can we forget this?
I think marketing has evolved because the focus is on the customer.
According to me the "soul" of marketing is the customer. Period.
Because in marketing..
You will fail, even if you have greatest passion for the wrong target audience!
You will fail, if you don't who you should respect!
You will fail, if you don't put customer before authenticity. Identify the customer, then let's get authentic.
You will fail, if you don't know which customer to trust. First name the person and then build trust around him/her.
The most important word in marketing is ACCOUNTABILITY (or, alternate version, RESULTS).
I'm not surprised it hasn't made the list...
PASSION, AUTHENTICITY and such are critical for optimal results (note: not critical for great results, but for perfect world, optimal results), no doubt, however they work at the level of vision. Something that, in part, drives marketing but is NOT marketing itself. I'd add in a word like CLARITY on this level, as well.
The most important thing about marketing is that it produces results, ACCOUNTABLE RESULTS, for the company.
This is doubly true for my area of passion, the small business entrepreneur. They are often "suckered" into fluffy, fancy marketing concepts that sound great but produce absolutely nothing in the real world. While a huge corporation can afford to waste money this way, it can bankrupt the little guy.
I say if any marketing guru/consultant/peddler can't tie what they intend to do with measurable results, they are selling snake oil... not acting in the best interests of their client. And 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.
One additional point. Passion, authenticity, and most of the other answers I have seen focus on a state that exists in what the company does and/or believes. In other words, one can be passionate and authentic and still be a complete and utter failure in the marketplace. In fact, I'd argue this is far more common than most would like to believe.
Accountability, on the other hand, only exists with results. And results only exist with an interaction with the market.
Accountability is what tells you whether that corporate mission statement bull and feel good mission statement fluff are translating into anything of meaning in the only place it exists ... out in the world where marketing is something you do WITH your customers, not TO them.
Great question!!!
I would say the most important word in marketing is EXPERIENCE (as in the customer experience). I believe this word summarizes the terms above (respect, authenticity, passion, results, etc.) and ultimately decides whether or not a company succeeds.
Very interesting discussion you got going here Scott...
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.
You smell oatmeal cookies and are instantly taken to grandma's kitchen. I get off an airplane in my ocean side home town and an immediate emotion of relief sets in because the aroma of the sea hits my Limbic system and creates an unavoidable response.
Marketers should pay attention to the "aroma" of their brand. When customers come into contact with (smell) your brand, what is their unavoidable, immediate and emotional reaction?
Understand, this isn't about SMELL, it's about that automatic connection people have with your product.
Most important word in marketing? How do you smell?
GET
or
CUSTOMER
or
ENJOY
or
MARKET ;-)
COMMUNITY...If you're not a part of your customer's community, you're in trouble.
How about RELEVANT?
Who cares how respectful or authentic an ad is if it's not relevant to me?
Show me something I care about, something I'm interested in buying or giving to. Show me something that applies to me. 99% of ads aren't relevant to me (but all advertising should be relevant to someone).
How relevant is your marketing/advertising to your customers?
WoW! is what Tom Peters says. Whatever you do it had better be a WoW!
w00t! w00t!
PS it is great to finally "meet" some other folks who hang around on Scott's front porch!
Great Optimism,
seem like everyone already took the good words - but I'll add mine anyway - the most important word in marketing is 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
you have to be open.
My vote would also be for authentic, though I can see respect making it. I think authenticity begets respect, like several others have said.
As always, a spot on post for "that guy with the nametag." Thanks Scott!
My word is action. All the other words assume action, when action is the weak link. Companies talk a good game, then don't follow up with action. Or they confuse random activity and lipservice with action in accord with the talk.
Authentic ...what exactly? Respect ...expressed how, earned how? Words are the promise, action is the delivery.
Business has never fallen out of love with quick-fix magic words that never turn out in products, services, and business policy. Tbey fail to change, then simply pronounce all they were doing as automagically "authentic" and "respectful."
Godin and Moore are looking at the end result. If you don't have the result, look to the cause. Try an action which gives the nice words, the guranantee or meaningful promise meaning.
Whew!
I was worried that my choice of most important word would be taken by now.
Here's my choice: "YES."
Great question Scott!
Keep asking the right questions and we're certain to find the best answers.
INSPIRE
Your product, your company, how you treat your employees and customers - your entire reason for being...
If you can make the connection on these levels and suprise and delight everyone who comes into contact with you then you will create inspiration.
And when people are inspired, they become evangelists for you and your products.
TRUTH
In Marketing, which has become synonymous with hype? Yes. The Truth, compellingly told, is all you need. You "rig" the game by having a WOMworthy, remarkable, outstanding, outrageous, unusual, chatworthy, or just plain good.Then you only have to tell the truth in an interesting way, usually a story. Then you tell the truth about yourself. That's called Authenticity (See John Moore's post).
George Silverman
Author,
The Secrets of Word-of-Mouth Marketing
www.mnav.com
wordofmouth.typepad.com
Authenticity applies more to WOM than other marketing channels. Sometimes, a brand isn't about anything except value (and by that, I mean low price).
In that respect, authenticity isn't always relevant. Only with lovebrands or luxury brands does authenticity really become a factor. (Think Corvette, Apple, Starbucks, etc.)
Unfortunately, not every brand can be a lovebrand, and not every product can be extraordinary. So for everybody else - until they can graduate to Balzac's "passion", Jason's "WHOA!", and John's "authenticity" - "respect" and "because" might be more relevant.
Great discussion. I don't think the most important word in marketing is something that is said. I think the word is LISTENING and its what we do, not what we say. If we listen to the client and teach the client to listen to the customer, there is a synergy and a relationship that gets created automatically. No surprise that it seems its the last thing people do. Every one wants to get their message OUT THERE and our industry springs from trying to find ways to do that. But a little time leaning back and listening quietly can save time, money and leave the client and customer feeling that someone really did hear what they were trying to say. My daddy always told me that the art of listening is the most important thing there is to learn. I think he was right.
There is no one single word that's the most important in marketing. That's like saying, your heart is the most important part of your body. Or your eyes; or your brain; or your liver.
We try to make things too simplistic. It's a series of things that co-ordinate together to create magic in marketing. Anyone who says 'one thing' works better than another, needs to rethink what they're saying.
Sean
http://www.psychotactics.com
For me, the most important word in marketing is attraction. It is no longer about marketing to people but attracting people.
I think above all, the most important word in marketing encompasses aspects of every post here. Maketing is individual, has different value and triggers different emotions from every single person in every single market.
I believe the most important word in marketing is brand.
If a company does not understand their brand how can they market anything? In fact, what is there to market if its not truly representing every nook and cranny, every square inch or your brand's identity?
Your brand has to be ture to the customer. Your brand has to appeal to the customer, and it has to represent everything your company is regardless of the product or service being advertised.
Therefore, the most important word in marketing, isn't You, or Why, or Passion-those are all apsects that are translated through the brand-the most important word is brand.
Awesome discussion.
I would go for the word...
UNIQUE
A brand has to make you feel unique and special. The best brand is the one that manages to make millions of people feel unique.
(of course, many of the others you have mentioned are also appropiate: authenticity, listening,...)
Demand
Attractive - This word incorporates many of the other words: e.g. aroma is attractive, respect is attractive, passion is attractive, listening is attractive and so forth ...
EXPERIENCE
Dear Scott,
Sallie Goetsch (www.author-izer.com)sent me your blog posting re: the most important word in marketing. Like many of your respondents, I hate to pick just one, but, knowing what I do about how our brains work I'll go with YOU. Here is Yale University research on the 12 Most Persuasive English Words in Speaking and Writing:
1)You
2)Money
3)Save
4)New
5)Results
6)Easy
7)Health
8)Safety
9)Love
10)Discovery
11)Proven
12)Guarantee
I don't know if these are ranked in order of maximimum impact. I choose YOU because it keeps all your marketing thoughts going in the crucial direction and it is attractive to the ear when used by public speakers as well as when seen on page or website.
Remember if you don't have your audiences' "WIIFM" up front in the first five seconds your response plunges. Welcome to ADHD for everyone!
Feel free to take free online brain quizzes at www.ORGANIZE.com to check out how your brain is hardwired to process information at your personal best.
Because that makes a huge difference in which one of these words in what delivery will be the most important!
Thanks for such a lively blog. I'm into brain response connections because I shape peoples work to match their brain.
Very best wishes on organizing the life of your dreams,Scott! Let me know if you'd like my book, "How to Do Space Age Work with a Stone Age Brain" TM as a gift, OK?
Eve
Eve Abbott
Organizer Extraordinaire
877-528-4950
EveAbbott@ORGANIZE.com
www.ORGANIZE.com
Interesting comments … not sure if I could come to a conclusion about the most important word but it sounds as if the majority of you touched on many of the key words in marketing today.
I would have to add "experience" and "story" to the mix of suggestions.
I too believe that “authenticity” is one of the most important elements in marketing today. In order for businesses to succeed their brand cannot afford to compete for attention with ordinary marketing, it must break through the clutter by combining authentic and envisioned stories that captures the attention of their targeted audiences.
Not an easy feat but differently achievable.
看房子,買房子,建商自售,自售,台北新成屋,台北豪宅,新成屋,豪宅,美髮儀器,美髮,儀器,髮型,EMBA,MBA,學位,EMBA,專業認證,認證課程,博士學位,DBA,PHD,在職進修,碩士學位,推廣教育,DBA,進修課程,碩士學位,網路廣告,關鍵字廣告,關鍵字,廣告,課程介紹,學分班,文憑,牛樟芝,段木,牛樟菇,日式料理, 台北居酒屋,燒肉,結婚,婚宴場地,推車飲茶,港式點心,尾牙春酒,台北住宿,國內訂房,台北HOTEL,台北婚宴,飯店優惠,台北結婚,婚宴場地,推車飲茶,港式點心,尾牙春酒,住宿,訂房,HOTEL,飯店,造型系列,學位,牛樟芝,腦磷脂,磷脂絲胺酸,SEO,婚宴,捷運,學區,美髮,儀器,髮型,牛樟芝,腦磷脂,磷脂絲胺酸,看房子,買房子,建商自售,自售,房子,捷運,學區,台北新成屋,台北豪宅,新成屋,豪宅,學位,碩士學位,進修,在職進修, 課程,教育,學位,證照,mba,文憑,學分班,網路廣告,關鍵字廣告,關鍵字,SEO,关键词,网络广告,关键词广告,SEO,关键词,网络广告,关键词广告,SEO,台北住宿,國內訂房,台北HOTEL,台北婚宴,飯店優惠,住宿,訂房,HOTEL,飯店,婚宴,台北住宿,國內訂房,台北HOTEL,台北婚宴,飯店優惠,住宿,訂房,HOTEL,飯店,婚宴,台北住宿,國內訂房,台北HOTEL,台北婚宴,飯店優惠,住宿,訂房,HOTEL,飯店,婚宴,結婚,婚宴場地,推車飲茶,港式點心,尾牙春酒,台北結婚,婚宴場地,推車飲茶,港式點心,尾牙春酒,結婚,婚宴場地,推車飲茶,港式點心,尾牙春酒,台北結婚,婚宴場地,推車飲茶,港式點心,尾牙春酒,結婚,婚宴場地,推車飲茶,港式點心,尾牙春酒,台北結婚,婚宴場地,推車飲茶,港式點心,尾牙春酒,居酒屋,燒烤,美髮,儀器,髮型,美髮,儀器,髮型,美髮,儀器,髮型,美髮,儀器,髮型,小套房,小套房,進修,在職進修,留學,證照,MBA,EMBA,留學,MBA,EMBA,留學,進修,在職進修,牛樟芝,段木,牛樟菇,住宿,民宿,飯宿,旅遊,住宿,民宿,飯宿,旅遊,住宿,民宿,飯宿,旅遊,住宿,民宿,飯宿,旅遊,住宿,民宿,飯宿,旅遊,住宿,民宿,飯宿,旅遊,住宿,民宿,飯宿,旅遊,美容,美髮,整形,造型,美容,美髮,整形,造型,美容,美髮,整形,造型,美容,美髮,整形,造型,美容,美髮,整形,造型,美容,美髮,整形,造型,美容,美髮,整形,造型,設計,室內設計,裝潢,房地產,設計,室內設計,裝潢,房地產,設計,室內設計,裝潢,房地產,設計,室內設計,裝潢,房地產,設計,室內設計,裝潢,房地產,設計,室內設計,裝潢,房地產,設計,室內設計,裝潢,房地產,設計,室內設計,裝潢,房地產,進修,在職進修,MBA,EMBA,進修,在職進修,MBA,EMBA,進修,在職進修,MBA,EMBA,進修,在職進修,MBA,EMBA,進修,在職進修,MBA,EMBA,進修,在職進修,MBA,EMBA,進修,在職進修,MBA,EMBA,住宿,民宿,飯店,旅遊,美容,美髮,整形,造型,設計,室內設計,裝潢,房地產,進修,在職進修,MBA,EMBA,關鍵字排名,網路行銷,关键词排名,网络营销,網路行銷,關鍵字排名,关键词排名,网络营销,羅志祥,周杰倫,五月天,蔡依林,林志玲,羅志祥,周杰倫,五月天,蔡依林,林志玲,PMP,在職專班,研究所在職專班,碩士在職專班,PMP,證照,在職專班,研究所在職專班,碩士在職專班,網頁設計,網站設計,網頁設計,網站設計,网页设计,网站设计,网站设计,网页设计
Dear Scott, thanks for another super article, i just love this site, thanks for the hard work.
Post a Comment