Sunday, April 20th, 2014

The Great Marketing Business Card Scratch-off

Marketing people aren’t important, so let’s call ourselves something else

image Jeffrey and Bryan Eisenberg make the point in their book Waiting for Your Cat to Bark? that the average tenure of a marketing executive is less than the gestation period of an elephant. Raquel Hirsch at WiderFunnel has summarized some of the findings of an Ernst & Young study confirming that CMOs and VPs of Marketing don’t have a seat at the executive table.  Anecdotally, many of my friends in marketing roles found themselves to be among the first to go when layoffs became popular in 2008 and 2009.

Clearly, marketing people aren’t all that important.

And then there’s the family reunion blank stare. Your cousins, aunts, uncles and some-how-relateds ask, “what are you doing these days?” You say, “I’m in marketing.” Long pause. They want to respond positively, but suspect that you may have just revealed that you’re being treated for some sort of incurable skin disease.

So, they just smile and stare.

Clearly, if we’re good at communicating, we would pick a word that, well, communicated what we do.

So, let’s call ourselves something else, something that reflects the value we add.

I’m not a “Web Marketing Strategist”

If you were to look at my career, you would find the word “marketing” in most of my corporate titles. However, when given the opportunity to give myself a title, I always chose something that communicated what I did. When I was responsible for marketing at my own company, Soft Reality, I put “VP of Customers” on my cards.

Today, if you analyzed what I do for a living, you might call me a “Web Marketing Strategist” or “Internet Marketer” or “Online Marketing Strategist.” I do lots of marketing-ish things. But, I want my practice to survive the gestating elephant syndrome, so I call myself a “Conversion Scientist.”

Now, no-one knows what a Conversion Scientist is, but the word “scientist” delivers the message that I’m probably smart and most likely know a good deal that the listener doesn’t. That’s the truth. The lab coat seals the deal.

And I can explain what I do in one sentence. “Conversion is the science of turning Web traffic into leads and sales.”

Can you explain what you do without using words like “messaging,” “brand,” “demand generation,” or “campaigns?”

Send Me Your Card

If the title on your business card has the word “Marketing” in it, I want you to scratch it out, write in a better description of what you do, and post a picture or scan of it in the comments. I’ve added the ability to upload images to your comments.

Connect with Brian Massey via his Social Graph

Image courtesy http://www.sxc.hu/profile/vivekchugh

Who else would like this article?
  • http://conversionscientist.com/ The Conversion Scientist

    This is my card from my days at Powered. Scratch out “Marketing” from your card, compose your new title, and upload a pic or scan right here in the comments.

    [img]http://conversionscientist.com/wordpress/wp-content/upload/PoweredCardScratch.png[/img]

  • http://www.fg2.com Steve Golab

    Brian, although my title doesn’t include marketing, my company does (ie, FG SQUARED interactive marketing). I scratched out the term ‘interactive marketing’ and replaced it with a term that is much more meaningful to me.

    [img]http://conversionscientist.com/wordpress/wp-content/upload/servant leader.jpg[/img]

  • http://conversionscientist.com/ The Conversion Scientist

    There are many sources for “Interactive Marketing.” I can’t think of any “Servant Leader” companies I could hire… except FG Squared.

  • http://www.BusinessCardProfits.com Alan Saltz

    So I guess I give myself more titles than most :), but since I’m always alerting clients to the dangers of me-too ads which go largely unnoticed, I guess Eye Grabber is pretty appropriate.

  • http://www.BusinessCardProfits.com Alan Saltz

    [img]http://conversionscientist.com/wordpress/wp-content/upload/alansaltz_scratchoff.jpg[/img]