Have you seen the Jimmy Kimmel interviews where he asks people how they feel about “Obama Care” versus “The Affordable Health Care Act”?
When asked, interviewees who were opposed to Obama Care positioned it as “socialist” but were in favor of The Affordable Health Care Act. …. by the way, if you weren’t aware of it, “Obama Care” and “The Affordable Health Care Act”, are the same thing.
Opponents of the Affordable Health Care Act have skillfully and successfully labelled it “Obama Care.”
My point is, the words we choose have a powerful influence on the perceptions in the marketplace.
I, for one, have always been offended by the term Marketing Automation. I consider myself to be a pretty good marketer, but I have never seen marketing happen “automatically”.
“Automatic” is defined as “starting or functioning by itself” or “Started, operated, or regulated by a process or mechanism without human intervention.”
Wow….marketing with no need for human buyers or sellers?
Another term that irks me is “real time”…can someone explain to me what “artificial time” is or why anyone would use anything but real time?
Ahh… then there is,”new media.” How much longer can something on the internet, which originated in the late 1950’s, be called “new”?
Then there is “social media”, implying other media are not social, or are anti-social.
Where am I heading with this? Your choice of words is critical in influencing your clients and prospects. None of your prospects are in a hurry to buy anything labelled as old, traditional, or legacy media…..they all want the newest shiniest thing.
In our ‘Winning in the New Media Economy’ advertiser seminars, we are able to convert former print advertisers to a broadcast and online media mix with our careful choice of words.
Through a series of carefully chosen words, research and stories, we’re able to convince advertisers this is “The Electronic Age.” Anything broadcast or online is “electronic media”, and anything that involves cutting down trees, paying for pulp and paper mills, printing press operators and delivery people is “old media.”
We still have a few seminar dates available in 2014. Contact  [email protected]  to learn how we can help you to convert hundreds of thousands of local print budgets in your market to a powerful on-air online mix.