Think Like a Marketer

Chapter 15

How You Say It

Standing out with your words

 

 

Marketers like to talk and they have a lot to say. But like everything else in marketing, it’s not just what you do, but how you do it that counts.

My mother unwittingly taught me a second important marketing lesson. Just as often as she was telling me to stir the pot, she was saying, “Lauron, it’s not what you say, but how you say it that gets you in trouble.” (Mama was very wise.)

Companies cause a lot of trouble every day by saying the wrong thing or saying nothing at all. Every day I cringe at the verbal clumsiness and ineptitude of the business world. Poor communication skills run amuck like pesky bacteria polluting relationships, tarnishing reputations, and killing opportunities. ...