FACTS – The Enduring Marketing Tools

Buzzing BeesThe marketing scene is always coming up with buzzwords.  I picked up influencer the other day, and used it lavishly in an article to refer to an individual in a pivotal decision-making position.  It’s a buzzword; as is differentiator.

I thought I’d wear my contrarian hat and suggest we bring up an old stand-by:  FACT.  It doesn’t have buzz written all over it, but I think it should be a buzzword.

As a student of economics, I had to take mandatory courses in statistics.  Looking back, I can see it was a rational requirement.  Well, how else were students to learn the rare skill of arguing “on-the-one-hand” and “on-the-other-hand” for which economists are famous (or so they like to think).  Statistics, mixed with a healthy dose of persuasion is a powerful selling tool.

Unfortunately, there is rampant abuse of this tool in the media, particularly in the online marketing scene, today.  Perhaps, marketing gurus should take refresher courses in statistics.  Poorly designed surveys, shaky data and dubious analysis seem to be moving from the fringes right into mainstream online market research.  Findings that clearly confuse correlation with causation are being reported as conclusive trends.

It brings to mind admonitions described in many statistics text, including the classic by Darrell Huff.  Published in 1954, How to Lie with Statistics is chockfull of entertaining, albeit dated, examples of how to spot data manipulation.  Because it looks (with fancy graphs) and sounds (including right buzzwords) statistical, does not make it good and accurate information.  Fabricated trends will not stand the test of time or close scrutiny.

The truth is facts (numerical or in other format) are great marketing tools.  Facts are persuasive because they are inherently transparent.  This makes them a solid basis for any business endeavor.  Facts drive successful marketing strategies.

FACT is a buzzword of value to an enterprise with long term plans.  Facts endure.  Support for this position abounds.  Here are some thoughts to keep us all on the straight and narrow path pave with facts:

“We can have fact without thinking but we cannot have thinking without facts”  

John Dewey

“Facts do not cease to exist because they are ignored”

– Aldous Huxley

“Facts are stubborn things, and whatever may be our wishes, our inclinations, or the dictates of our passions, they cannot alter the state of facts and evidence”

            – John Adams

“If all else fails, immortality can always be assured by spectacular error”

           –  John Kenneth Galbraith

“The degree of one’s emotions varies inversely with one’s knowledge of the facts.  The less you know, the hotter you get”

– Bertrand Russell

“He who learns but does not think, is lost.  He who thinks but does not learn is in great danger”

– Confucius

In short, facts will get you there – wherever that destination is for your business.

 

© Copyright Rachel Agheyisi and Report Content Writer’s Blog, 2009.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: