One thing that interests me about marketing is that so much of it involves psychology, which I find fascinating. Being a student of psychology definitely will aid you in your marketing.
I’m sure many have heard the coffee comparison example:
Essentially, that people will pay many times more for a cup of coffee at Starbucks than they would for the same coffee at 7-11.
A lot of that has to do with the “experience” of getting coffee at Starbucks, which might include (among others):
- more quality coffee (real or perceived)
- better tasting coffee (real or perceived)
- hip/comfortable atmosphere
- place to hang-out, to see and be seen
All of this is related in many ways to “connotation,” which is the underlying (conscious and subconcious) thoughts, feelings, perceptions, prejudices and preconceived ideas and associations that are conjured up and evoked from a word, term or experience.
Just as context, environs and experience have much to do with how people buy and the perceptions they bring to the table, the words and terms you use in your marketing are relevant in this respect as well.
While some lofty, high-minded conversation about your title should NEVER be part of your marketing message nor your conversation with clients, the term, title and brand words you use to identify yourself to clients does matter. It will evoke certain perceptions and understanding (or misunderstandings as the case may be) in your potential clients.
You can make things easier and work more in your favor or more difficult (paddling upstream) all depending on the words and terms you use.
For more on this topic, see these blog categories as well: