Marketing people, as much as they try to convince you otherwise, only speak two languages: (1) Product and (2) Customer.
Let’s see how plain English translates to these two languages:
In Product, “refrigerator” means “400-liter capacity.” In Customer, it means “Enough space to keep a week’s food for your family fresh and healthy. And the beers for tonight’s game with friends ice-cold.”
In Product, “eco engine” means “1.3-liter turbocharged Ecoboost technology.” In Customer, it means “Save money on fuel and get more fun out of every drop with our new 1.3-liter turbocharged engine.”
Customers speak native Customer, yet most marketers still try to speak to them in Product—a language they barely understand and have no intent to learn. But when you don’t speak someone’s language, does it really matter how much you try to get your message through to them?
Marketers already know how to speak Product and learning Customer is really hard, so they choose to speak the first and avoid the latter. That’s just what humans do (when faced with choice, we tend to choose the option we perceive the easiest), unless convinced otherwise.
So how are you trying to convince your organization’s marketers to stop speaking their native language for everyone’s good, even though that’s hard?