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Avoid the word marketing?

by PaulintheSticks
14 replies
It seems that the word marketing has such a negative connotation these days even with some business owners and I'm guessing even more so with gate keepers.

So much so that I'm thinking of changing my business name from Performance Marketing to Performance Business Consulting.

I think I'll have a better chance getting to the decision maker when cold calling when they ask me my company (which they normally do). Any thoughts?

Thanks.
#avoid #marketing #word
  • Profile picture of the author Eddie Spangler
    Originally Posted by PaulintheSticks View Post

    It seems that the word marketing has such a negative connotation these days even with some business owners and I'm guessing even more so with gate keepers.

    Says Who? Its all in your mind.

    So much so that I'm thinking of changing my business name from Performance Marketing to Performance Business Consulting.

    I think I'll have a better chance getting to the decision maker when cold calling when they ask me my company (which they normally do). Any thoughts?

    It doesnt matter what the name of the company is, what matters is how you
    approach the call.

    Tell him you are from Paul in the Sticks Inc. if you need something.

    Thanks.
    And frankly they probably would less about consulting than marketing.
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  • Profile picture of the author cshilling22
    Originally Posted by PaulintheSticks View Post

    It seems that the word marketing has such a negative connotation these days even with some business owners and I'm guessing even more so with gate keepers.

    So much so that I'm thinking of changing my business name from Performance Marketing to Performance Business Consulting.

    I think I'll have a better chance getting to the decision maker when cold calling when they ask me my company (which they normally do). Any thoughts?

    Thanks.
    What are you basing the fact that marketing as a negative connotation on?
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    • Profile picture of the author PaulintheSticks
      Originally Posted by cshilling22 View Post

      What are you basing the fact that marketing as a negative connotation on?
      Both you and Eddie misinterpreted what I said. I never said it was a fact and I never said anyone else did. If you read the post again for what it says you will see that I said it SEEMS.

      Here's a question for you. Would you say that any of these terms that are strongly related to marketing have negative connotations?

      Sales
      Salesman
      Commercials
      Advertising
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  • Profile picture of the author Arzak
    I wouldn't say negative, but I feel it's going to become similar to how everyone "knows a web design guy".
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  • Profile picture of the author umc
    Even if the negative connotation is all in your mind, it will come through in the way that you present yourself. If consulting makes you feel more confident in the eyes of your prospective clients, then I say go for it. And I do agree that marketing has a negative connotation in the eyes of many. To those people marketing is the equivalent of tricking people or swindling them. Much of that can be attributed to the fact that there are a lot of unscrupulous marketers out there. You may even want to come up with your own unique title that catches people's attention and makes them ask more. For example, the Internet Business Mastery guys call themselves "cubicle escape artists", which garners attention and intrigue, leading to more interest in what they do.
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    • Profile picture of the author misterme
      Originally Posted by umc View Post

      the Internet Business Mastery guys call themselves "cubicle escape artists", which garners attention and intrigue, leading to more interest in what they do.
      Though you wouldn't want to market yourself with that if people don't know who you are because they'll think you're some magic act. This is another case where clever or cute is not a substitute for clear and identifiable.

      I was just talking about this with someone. When we use a title, the stereotype that comes along with the title labels us. Which in turn may make it more difficult for people to see us as we want to be seen. So to escape the unwanted connotations of "business consultant" or "marketing consultant," you may want to invent a new title for yourself using benefit oriented words that clearly paint the picture in the prospect's mind.
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      • Profile picture of the author RichBeck
        Originally Posted by misterme View Post

        Though you wouldn't want to market yourself with that if people don't know who you are because they'll think you're some magic act. This is another case where clever or cute is not a substitute for clear and identifiable.

        I was just talking about this with someone. When we use a title, the stereotype that comes along with the title labels us. Which in turn may make it more difficult for people to see us as we want to be seen. So to escape the unwanted connotations of "business consultant" or "marketing consultant," you may want to invent a new title for yourself using benefit oriented words that clearly paint the picture in the prospect's mind.
        misterme,

        Very true... When "ordaining" yourself with a title, I would focus on the WIIFM (What's In It For Me) from the clients' perspective.

        When you meet someone or cold call, this allows you to smoothly transition from your title to your elevator pitch...

        If you use an unclear title, your prospect is too distracted by trying to figure out exactly what you do.... and how you can help their business. They're not hearing your elevator pitch...

        Take Care,

        Rich Beck BCIP, MCSD, MCIS
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        • Profile picture of the author Biz Max
          Um, I would worry more about your 'elevator pitch' than I would on using
          the word 'marketing'. I will say that mentioning that word upon engagement may
          set a tone with the prospect and make them less open.

          How about you balance by adding an attractive word to one that can be judged
          harshly- Performance Marketing Systems
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      • Profile picture of the author PaulintheSticks
        Originally Posted by misterme View Post

        TSo to escape the unwanted connotations of "business consultant" or "marketing consultant," you may want to invent a new title for yourself using benefit oriented words that clearly paint the picture in the prospect's mind.
        Thats a really good point.

        I never thought business consultant had a negative connotation but I was planning to use "business growth specialist" as a title.

        I could use Business Growth Specialists or BGS for my company name but then again maybe I should dispense with the company name and just use my name as many consultants do.

        That way when the gatekeeper asks me my company name I can say I'm not with a company.
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        • Profile picture of the author misterme
          Originally Posted by PaulintheSticks View Post

          Thats a really good point.

          I never thought business consultant had a negative connotation but I was planning to use "business growth specialist" as a title.

          I could use Business Growth Specialists or BGS for my company name but then again maybe I should dispense with the company name and just use my name as many consultants do.

          That way when the gatekeeper asks me my company name I can say I'm not with a company.
          I don't know if "business consultant" has a negative connotation or not, I just threw it in there as yet another title that could be a label. It's generic.

          "Business Growth Specialists" at least paints some kind of picture as to what you offer that's beneficial to the small biz owner. Compared to "business consultant" which to the small biz owner means, exactly what? Ummm, could mean this, could mean that. Right?

          Using your name as "Paul N. Sticks Business Growth Specialists" is the best because it associates your business with YOU personally, so you can grow your brand to where when people hear "Paul N. Sticks" they think "Business Growth Specialists." And vice versa. Name association. For example, think of a major car dealership in your area. Or funeral home. Does a family name come to mind? That's branding, isn't it?
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          • Profile picture of the author 63lincoln
            At a conference last year a presenter mentioned that consulting can mean spend a lot without return. Since then I have been branding my company under a catcher name. It's ok to have some fun with it.
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  • Profile picture of the author bizgrower
    My favorite example of not much use of using "coach", "consultant", "marketing" in presentation, especially after you get to his website and past SEO keywords :
    Internet Business Strategy Tips With Marketing Guru Rich Schefren
    And, look at his tag line. Very much worth studying, he's all about benefits and wiifms.
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