Who you talkin' to?

Posted: 09 Jun 10 at 11:46

I was reading all the posters in the gym changing rooms today (delaying tactics) and they included an ad for customer sales staff. Most of the wording was fine - energetic, friendly staff wanted - but the bit I took exception to was the reference to leads. Staff would be expected to gather leads at events which they would hope to turn into memberships. Call me picky, but as someone who has become a member of the club, I don't like to think that I was once a "lead". It's just a bit too, well, obviously salesy I suppose. I am not a number, I am a real person.

There's currently a similar sort of complaint on the BBC Radio Archers forum at the moment. (If you're not a Radio 4 fan, that's a long, long-running serial about a country village). Listeners are getting tired of hearing potential customers at the village shop, the cocktail bar and on the milk round being referred to as "punters".

The people who might consider buying your products and services do not want to be reminded that they are part of your marketing plan. They see themselves as individuals and want to be treated with respect. So wherever you know that they will see you refer to your potential market, choose your wording carefully, and show them that you see them as more than figures on your bottom line.


Tags: advertising, sales leads, sales copy, copywriting agency

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