Your Marketing and Design Reading for The Weekend
"Checking your lingo" is a weapon I have to whip out multiple times per day because it is so easy to fall into the practice of using industry-speak or even your own corporate speak. Cut. It. Out. You make the rest of us feel stupid if we don't understand. And that's what I tell our teams. We want to invite people in and not use words that will exclude them.
The final piece of advice to test is fairly self-explanatory but should not be skipped. Sometimes you can get too close to a subject or campaign and need some outside perspective and adjustments before you finalize--one item at a time!
Calls to action are relevant to emails and, when I read this article, I realized Marketing Profs was right about how far we've come. When I first started in e-marketing, we bought lists. Now you can buy access to them but you don't actually get the data to use whenever you want. We used to send to anyone and everyone because it cost so little. Now, when it doubt, we don't send. So the message is to party . . . but don't email like it's 1999.
This article sums up what we've all been thinking when we go to industry conferences or networking events: what's up with these idiotic titles? At times, I've wondered if it was some sort of gag. Yes, I've colleagues at my previous job referred to me as "the marketing guru" but that was when they were sucking up and needed something. I didn't actually put it on my business cards.
If you have an edgy and innovative environment at your company, by all means, have fun with creative titles. But I would suggest you still communicate what you do. In other words, I think "direct marketing magician" is better than "wizard of light bulb moments." But keep in mind that you may be setting yourself up for failure. For example, when you call yourself the "chief happiness officer," you look ridiculous when your employees resign in droves and establish support groups to overcome their horrible experience. Not that I'm pointing fingers at anyone in particular.