Unpacking Common Marketing Cliches: What They Really Mean | E55
Ruta Sudmantaite
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Welcome back to Blame it on Marketing, your go-to spot for dissecting the quirks of the marketing world. In our latest episode, Ruta and Emma took a deep dive into some of the most overused marketing cliches, tearing them apart with a mix of humor and hard-earned insights. Whether you're a seasoned marketer or just someone navigating the marketing maze, these cliches might sound all too familiar. Let’s unpack what they really mean and why they can be both helpful and frustrating.
"Can We Just...": The Vague Directive
One of the most irksome phrases in the marketing lexicon is, simply, "Can we just..." Whether it's about tweaking a homepage or launching a new campaign on the fly, this phrase often signals a lack of understanding about the complexities involved. Emma voiced a common sentiment:
“It's never just like it’s always something massive and you know it always comes along when we're in the middle of something really important.”
Such directives typically come from higher-ups who might not grasp the intricacies of marketing tasks. Ruta added,
“It’s usually something that’s quite technical and difficult.”The solution? Establish clear goals and prioritize tasks effectively. Instead of vague requests, ask for specific outcomes to ensure everyone’s on the same page.
"Content is King": Quality Over Quantity
The age-old mantra, "Content is King", was another hot topic. While content remains a cornerstone of marketing strategy, Ruta and Emma agree that the quality and relevance of content far outweigh sheer volume. Ruta pointed out,
“Most content really sucks and most content is not useful to your target audience because you don't understand them.”
Emma emphasized that it's not just about producing high-quality content but also about effective distribution.
“Writing really high-quality content that is useful is important. Not just high quality for the sake of it, but useful to your audience is the key.”In a world saturated with information, standing out requires not just good content but smart distribution strategies tailored to your audience’s preferences.
"It Depends": The Overused Hedge
"It depends" is a phrase that often frustrates those seeking clear answers. Emma highlighted its prevalence in marketing advice:
“Most people don’t want to hear 'it depends.' They want definitive answers like 'this should work' or 'it won’t work.'
While marketing is inherently variable, overusing this phrase can undermine confidence. Ruta suggested backing up the uncertainty with data or tangible reasons:
“Maybe we say, ‘Given the data we have…’ instead of just ‘it depends.’”
Providing context or evidence helps in making the uncertainty more palatable and demonstrates a thoughtful approach rather than a simple hedge.
"Low-Hanging Fruit": The Misleading Shortcut
The term "low-hanging fruit" is supposed to represent easy wins, but Ruta and Emma argue it often misses the mark.
“Low-hanging fruit usually refers to something that isn't particularly high impact, but it's made to sound like it’s.”
Instead of focusing on genuinely impactful tasks, marketers might settle for superficial tweaks that offer minimal returns. Emma added,
“Low-hanging fruit comes from a complete misconception about how the funnel works.”The takeaway? Aim for strategies that truly drive value rather than settling for what’s merely easy.
"Market Leading": The Bluster Behind the Buzzword
"Market leading" is another cliche that often falls flat. Ruta criticized the overuse of this term:
“Don’t fool us.”Companies frequently inflate their status without substantial proof, which can erode credibility.
Emma echoed this sentiment, emphasizing the importance of authenticity:
“If you're a market leader, people will know. If you're not, there's no point in overinflating it.”Instead of boasting, focus on demonstrating why your product or service stands out through tangible benefits and customer satisfaction.
"Number of Followers": Quality Trumps Quantity
The obsession with growing follower counts can be misleading. Emma shared a personal experience where having a smaller, more engaged audience was far more valuable than amassing thousands of indifferent followers.
“It’s about the quality and the conversations and the relationships with people. It’s not about the number that I have.”
Ruta reinforced this by highlighting that engagement metrics matter more than follower numbers:
“If you're not managing it well and putting out the right content, your ICP doesn't match and there's nothing on that for you to do with.”Focusing on building meaningful interactions leads to stronger community ties and better marketing outcomes.
"More Efficiency, Less Resources": The Productivity Mirage
The call for increased efficiency without additional resources is a recurring theme that Ruta and Emma find particularly exasperating. Emma pointed out,
“If you’re struggling for resources, it’s usually not because you're not doing things efficiently. It usually means there's no one to do stuff.”
Ruta expanded on this by referencing the classic project management triangle:
“You can have two, but you can’t have all three: quality, time, and cost.”Attempting to achieve more with less often leads to burnout and subpar results. Instead, advocate for realistic resource allocation that aligns with your marketing goals.
Conclusion: Navigating Beyond the Cliches
Marketing is rife with cliches that can sometimes obscure rather than clarify. By recognizing and unpacking these common phrases, Ruta and Emma encourage marketers to strive for clarity, authenticity, and strategic thinking. Instead of falling back on tired slogans, focus on actionable insights and meaningful engagement. After all, in the ever-evolving marketing landscape, it's the thoughtful strategies that truly make an impact.
Stay tuned to Blame it on Marketing for more candid discussions and insights to help you navigate the tricky waters of marketing with confidence and a touch of cheekiness.
