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Important insight about your value.
Hello. My partner Lesha Rozhkov often communicates with marketers, and I would like to share my impressions.
Let's talk about how to make life easier. Both yours and your client.
I'm talking about slang.
Due to the nature of our activity, we have to constantly communicate with digital specialists. All digital professions have features and terms. But, for some reason, it’s easy and pleasant to communicate with some people, while with others you have to ask again, clarify and periodically roll your eyes.
It’s just that some speak in such a way that they are understood, while others speak in such a way as to show their own awareness of the profession, which is often imaginary.
I understand when there is nothing to replace the word “conversion”, but when the familiar and native “meeting” is replaced by a “rally”, and “values” turn into “value” ... agh!
— Here you are archaic fart! someone yells at me from the back.
Maybe, but I see 3 reasons why people use slang. And none of them stand up to scrutiny.
1. It's clearer
Well, nevermind.
For someone who uses slang, it may be clearer. For most people around, this is far from a fact. They can just pretend they understand, then go to Google and see what this dude was pushing there.
This is especially true when dealing with clients. They are not required to understand marketing terms and slang. From such alien communication they will be uncomfortable. Not everyone will then ask again - they will find the one whose seller is the seller, and not "sales".
2. No other way
Sometimes yes, I agree.
For example, a lead cannot be replaced by a customer. At best, a potential client, but this is much longer and still not as clear. The same situation with conversion.
But in most cases, the custom jorney can be replaced by the path of the client, the concern by concern or concern, and the fakap by failure.
A separate boiler for lovers of anglicisms. This is when an ordinary sentence turns into something like: “Engagement is falling in our social networks, so we need to suspend impressions until we think over the principles of gamification.”
But on the other hand, if the replacement of a word greatly saves time and space (especially in correspondence), it has the right to be. For example, it's always easier to write UGC instead of "user generated content" or "user generated content".
3. So spectacular
Absolutely not.
Although it may work for some neophyte, it will not help with serious tasks.
No one will give you a millionth project, just because you somehow spoke in a modern way. Your portfolio always decides, your ability to communicate and communicate your values clearly. I am sure that knowledge and active use of slang has not yet added money to anyone. Intelligent people can see through the tinsel.
Marketing is not the construction of submarines, here it is quite possible and necessary to convey your ideas in normal language. Another thing is if it gives you confidence when you push your strategies. Then please, but do not think that others are falling for it.
Slang what, absolutely fu?
Absolutely not.
I'm not going to brand new words - they help to communicate, get used to the language, develop. But it is better to use them to the point and understanding exactly what the interlocutor thinks with you in the same language.
And the safest language in this case is generally accepted, without narrow-profile words. Rest assured, no one has yet been shamed and shamed for communicating clearly for everyone.
Hope you got our message.
What do you think about slang in marketing? Let's discuss it in the comments.
It was another Let's Do it mailing list - the most stable thing in our agency immediately after Pasha's persistent desire to move somewhere. By the way, maybe we’ll write about this too - I somehow lost a cat in a closed car. Not yet load you with work 😉