Oh, my achin’ centric
No wonder so many people think we marketers are full of it. I just got this in an e-letter:
Elevating Your Game to Consumer-Centric Merchandising…
See how a combination of Consumer Intelligence, Demand Intelligence and Market Intelligence are used to build the foundation for a truly Consumer-Centric Retail Organization.
Now, this is from a group that gives a lot of good advice and data - but one has to first wade through this type of title hoo-ha (if you have the time and will).
What if they just said, “Quickly learn how to create great customer service and terrific customers” Now, that I’d click on without fear - even if it does sound a bit salesy, at least I’m not dealing with three types of “intelligence” and all those “centrics.”
I read this sort of stuff for a living, and all the “centric” speak makes me tired before I even start digging in. I’m anticipating lots of flow charts, statistics in tiny print, and more big, big words. Sigh, off to read it, as it may have something I can use for one of my retail clients (once I strip it down for them.)
So, keep in mind - are you writing for yourself (and to sound impressive) - or for your ultimate audience? (They may not be who you think.)
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