By Bruce

The Importance of Words

Each week, we speak with scores of individuals and corporations who contact us with a similar thought in mind. Their need for an app. The longer we speak with these individuals, the clearer it becomes that words, dreams, ideas, and concepts often vary in meaning from one call to the next. What becomes evident is that to truly meet the expectation of our clients, we must achieve a plateau of understanding and clarity in terms of the meaning of particular words as well as the unique actions often associated with those words. One path towards that end is to compare that word or concept with other words and concepts. Here are some examples of those comparisons:

SALES VERSUS MARKETING

Marketing focuses on creating awareness and building relationships. Sales focusses on closing deals and generating revenue. As a concept, Marketing is more robust and dynamic and is composed of a series of elements, which, when successful, links the following elements:

  1. Segmenting the universe of potential consumers
  2. Research
  3. Promotion
  4. Product/Service
  5. Strategy
  6. Place
  7. Budget
  8. Price
  9. Competition Analysis
  10. Process

Data Versus Beliefs

Data is information gathered in a consistent manner which, when analyzed, produces better understandings regarding the participant, their views, needs, habits, likes and, amongst other things, their choices. When gathered properly, the results are non-biased and objective. Beliefs, on the other hand, are generally subjective, (articles of faith) and difficult to quantify. Often tied to feelings, these beliefs can be very intense and not necessarily tied to fact. They can be at odds with data and can distort perspectives re processes such as the need for, or potential success, of a proposed new product or service.

Features Versus Benefits

Both terms are useful and have very different value for the consumer on their journey to purchase a product/service. A Feature details an element of information about a product/service. For example, Bluetooth, Self-Cleaning, "Needs No Assembly", Digital, Waterproof, illuminated keypad, "easily replaceable bands "Included 90 menus.

The Benefit of the product or service are what make the prospect a buyer. They often create an image of "value delivered" easier, less complicated, at a financial savings or time saving. Examples are: "No more multiple coats of Paint required". "One tool required and included." "Changes your outfit from casual to dressy in seconds." "No More Chipped fingernails!" "Gives your clients hope and confidence in their weight loss." "Can save significant staff costs and eliminates costly repetitive processes" and "Easily displays often eaten foods."

Listening Versus Hearing

Probably the most apt difference between the two words is found in the expression, "In one ear, out the other." Hearing is an involuntary process and passive in nature. Hearing requires no effort from the receiver and is physiological in nature. Listening, on the other hand, is by choice, active, requires attentiveness, and is implemented intentionally. It is accomplished at a higher level and more complex that the spoken word. A response of, "I hear you" suggests a higher level of undemanding between the parties.

Intelligence Versus Cleverness

Intelligence is the ability to adapt to an ever-changing environment. Intelligence allows the individual to think flexibly and apply knowledge to succeed. Intelligence is the ability to understand concepts, ideas, people, and things. Cleverness is the ability to manipulate concepts, ideas, people, and things. As a result, cleverness may give someone an advantage in particular situations. Intelligence helps one understand and cope with life's ever-changing demands twists and turns and complex situations.

At AddDietTracking, we know words and understandings are critical. We strive each day to listen, not just hear, our clients. To support their marketing strategies. To value their intelligence and use of data in making decisions. To distinguish Features and Benefits so that we are always adding value to their products and services.

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