Tag Archives: marketing jargon

Spot the Pseudomarketer

Martin Gardner´s “Fads and Fallacies in the Name of Science” is classic book for skeptic. What strikes a chord for everyone in working in advertising is when he is describing the paranoia in pseudoscientists. Does these character traits sound familiar?

  1. He considers himself a genius.
  2. He regards his colleagues, without exception, as ignorant blockheads.
  3. He believes himself unjustly persecuted and discriminated against.
  4. He has strong compulsions to focus his attacks on the greatest scientists and the best-established theories (actually this is probably only thing where pseudoscientist differs from pseudomarketer. Usually pseudomarketers are too spineless to really fight the status quo).
  5. He often has a tendency to write in complex jargon, in many cases making use of terms and phrases he himself has coined.

Usually these traits are more probable the more removed the marketer is from the actual work. For pseudomarketer it is obvious that he is genius if he has not really ever done any marketing activities himself. Nothing is more dangerous than a moron who thinks he is visionary.

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Read This Thought Leadership Piece

“Military intelligence is a contradiction in terms”
-Groucho Marx

Since when has a mundane B2B marketing effort become thought leadership marketing?

Blog post is not a thought leadership piece. On a worst case it does not really include any thinking in it, but is only a disguised and long-winded sales pitch for the company behind it. Just that you are sharing your thoughts does not make you a thought leader. Thought leadership is always judged by audience and not the marketer.

If you are a thought leader, whatever you do, it is thought leadership marketing. And the other way around, if you are not, no matter what you write, it is just another blog post, which no one wants to read. People should aspire to really be thought leaders and not just appear to be one.

Because we as a people are naturally lazy and trying to find shortcuts, it has not been surprise that marketing companies selling thought leadership marketing have found a lucrative market. Companies and individuals should concentrate more on doing things worth telling and doing some serious thinking worth sharing instead of buying some “thought leadership toolkit”. The actual methods to reach out to your audience come quite naturally if you have your real story in order. That story should be based on the actual truth.

Thought leadership marketing is just a contradiction in terms. Too often it lacks both the actual thinking and the real leadership.

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