Comments on: Marketing Lingo Defined

By: gigipendleton

gigipendleton — Thu, 03 Sep 2009 14:02:41 +0000

Two words that are horribly misused in marketing — and in business in general, particularly in job descriptions — are “drive” and “leverage.” I never quite know what someone means when they use these terms anymore, but it always seems like the sentence is missing something. For example, “Must be able to drive sales. . . . ” Drive sales where? I think they mean to say, “Must be able to drive sales up,” right? Or maybe, “Must be able to drive up comsumer response, thereby increasing sales.” Same thing with leverage — when I read it in a sentence, 9 times out of 10, I'm left thinking there are words missing, or that the writer really should have used a different word. For example:
“Leverage your time and marketing dollars and enter into joint ventures with other businesses,” should actually begin, “Make the most of your time and marketing dollars . . .”. There's a book called “Facebook Marketing: Leverage Social Media to Grow Your Business.” It seems like it should be called “Leveraging the Power of Social Media . . . ”

You can't leverage social media, but you can leverage its power — right?

By: Anonymous

Anonymous — Thu, 03 Sep 2009 13:02:00 +0000

Two words that are horribly misused in marketing — and in business in general, particularly in job descriptions — are “drive” and “leverage.” I never quite know what someone means when they use these terms anymore, but it always seems like the sentence is missing something. For example, “Must be able to drive sales. . . . ” Drive sales where? I think they mean to say, “Must be able to drive sales up,” right? Or maybe, “Must be able to drive up comsumer response, thereby increasing sales.” Same thing with leverage — when I read it in a sentence, 9 times out of 10, I’m left thinking there are words missing, or that the writer really should have used a different word. For example:rn”Leverage your time and marketing dollars and enter into joint ventures with other businesses,” should actually begin, “Make the most of your time and marketing dollars . . .”. There’s a book called “Facebook Marketing: Leverage Social Media to Grow Your Business.” It seems like it should be called “Leveraging the Power of Social Media . . . ” rnrnYou can’t leverage social media, but you can leverage its power — right?rn

By: Anonymous

Anonymous — Thu, 03 Sep 2009 13:02:00 +0000

Two words that are horribly misused in marketing — and in business in general, particularly in job descriptions — are “drive” and “leverage.” I never quite know what someone means when they use these terms anymore, but it always seems like the sentence is missing something. For example, “Must be able to drive sales. . . . ” Drive sales where? I think they mean to say, “Must be able to drive sales up,” right? Or maybe, “Must be able to drive up comsumer response, thereby increasing sales.” Same thing with leverage — when I read it in a sentence, 9 times out of 10, I’m left thinking there are words missing, or that the writer really should have used a different word. For example:rn”Leverage your time and marketing dollars and enter into joint ventures with other businesses,” should actually begin, “Make the most of your time and marketing dollars . . .”. There’s a book called “Facebook Marketing: Leverage Social Media to Grow Your Business.” It seems like it should be called “Leveraging the Power of Social Media . . . ” rnrnYou can’t leverage social media, but you can leverage its power — right?rn