The hot topic at our inaugural Deep Dinner recently, was the sick language of marketing and advertising. Words like consumer, target market, prospect, market penetration, value-add, ROI (return on investment) and KPI (key performance indicator) all came under fire.
The problem with most marketing parlance is that it’s dehumanising. The language causes marketers to think of people, not as individuals with very real human needs, but as a mass collective of potential consumers ready to be manipulated into purchasing. The task of marketing becomes a ‘control and numbers’ exercise instead of a human exercise.
If we actively start replacing words like ‘consumers’ with ‘humans’, we’ll start to approach the marketing exercise with fresh eyes and an open heart. In short, we’ll start to care. We’ll approach the task at hand with compassion and we’ll turn marketing into a healing profession, rather than a harmful profession.
The 21st century marketing paradigm reflects a customer centric mindset that turns marketers into healers where our role is to cure, restore health, soundness and spiritual wholeness. Raj Sisodia
Of course the real aim of marketing is to know your customers so well that your product or service literally sells itself. If this happens, then the language becomes superfluous and indeed even the role of marketing will have its day. I call this conscious marketing.
If you could change the language of your profession, how would you do it?
If you’re in Sydney, I’d love to connect with you at one of these great events next week:
1. Conscious Capitalism Breakfast and Workshop with Carolyn Taylor, Tues 10 Sept, The Ivy: Click here
2. Reinvent your Business Info Session on Wed 11 Sept, The Hub: Click here
3. Conscious Connections & Deep Conversations networking evening Wed 11 Sept, The Hub: Click here
Yours in conscious marketing
PPS If you’re an experienced solo-professional interested in reinventing your business (similar to how I’ve done it over the last 12 months) then I’d love to tell you more about the Sydney and Melbourne Reinvent your Business programs starting January 2014. Find out more Reinvent your Business Brochure