12 impactful phrases about marketing » Portal Insights

Even without realizing it, some phrases gain prominence and start to serve as inspiration in our daily practices. This all has to do with the context in which they are said and by whom. This is how popular sayings and beliefs are formed, based on teachings that are repeated from generation to generation.

The impact is never the same for all listeners. The effects that words produce depend on how they are said, the situation of those who hear them and how that message affects their daily lives. In other words, the key point is identification.

For those who work in Marketing and communications, relying on examples of inspiration makes a difference precisely because we are the professionals responsible for moving people with products, slogans, services and countless moments.

Therefore, we have brought 12 phrases about marketing that serve as inspiration for overcoming difficult times like these. Enjoy!

1. “I like stupid things; our job is to make them smart.” (Jack Ma, founder of Alibaba)

Perhaps the real value is not in the product, but in the possibilities through it. After all, no matter how expensive or cheap an object is, without someone telling you how to use it and how it makes someone's life easier, it won't be of any use.

2. “If I were to ask my client what he wanted, he would say: 'a faster horse'.” (Henry Ford, founder of Ford)

Henry Ford set a clear example that people try to solve problems, but how this is done is up to the market. Stimulating creativity means anticipating answers to questions that haven't yet been asked!

3. “I learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” (Maya Angelou, writer)

Maya Angelou was aware that the most important thing is not how much was done, but how remarkable the experience was for those who consumed what you do. There is no point in having a luxurious hotel if there is no one to serve you with excellence and transform the experience into something incredible, for example.

4. “The goal of marketing is to understand the consumer so well that the product or service fits them and sells itself.” (Peter Drucker, writer and management consultant)

Drucker was surgical when he said that a product, when created with total focus on the user's needs, does not require great sales efforts. The communication of the benefits of what is being sold is so clear, succinct and precise that no extra words need to be said to convince the customer.

5. “People don’t buy what you do, they buy why you do it.” (Simon Sinek, consultant and speaker)

Once again we return to the importance of user experience. Whether to simplify or brighten someone's life, the price of what you sell is how useful it is for the buyer.

6. “Stop selling, start helping.” (Zig Ziglar, salesman and speaker)

Before thinking about reaching your goal for the month, have empathy. Zig shows the need to listen and understand what the customer really needs, before offering what you have to sell.

7. “Many small things have been made great by the right use of publicity.” (Mark Twain, writer)

Perhaps the most difficult mission in marketing is communicating the benefits of a product in the clearest and most eye-catching way to arouse consumer interest. Although complex, it is not by far an impossible process.

Showing the value of a product depends much more on how we expose its qualities than on what it actually can do. A soft drink, for example, may be tastier than all the others, but no one will know that before tasting it.

8. “Make your customer the hero of your stories.” (Ann Handley, writer and pioneer in Digital Marketing)

Ann Handley makes us reflect on the motivations for what we do. After all, a great product will be nothing without someone using it.

The return on your investment depends on the value that the client gives to your work. No matter what you offer to the market, remember that the purchasing decision is up to people, all with different personalities.

9. “Do what you do so well they’ll want to see you again and bring their friends.” (Walt Disney, founder of the Walt Disney Company)

Despite an old logic, it is still quite common: the best marketing remains word of mouth. Being referred by someone who fell in love with your work is the greatest reward a business can receive.

The results of this are new customers interested in participating in the same experience as those who referred them. Thus, your main objective is to bring the same enchantment to these people, who knows, to overcome them.

10. “Content is anything that adds value to readers’ lives.” (Avinash Kaushik, entrepreneur)

Especially on the internet, quality content is not defined by how much time you spent producing it or how expensive all that work was, but by the impacts of that moment on people's lives.

Perhaps, what you have to teach can be said with the help of paper and pen and still be relevant. However, if your target audience is not interested in a certain subject, there is no point painting it gold, engagement will be as low as possible.

11. “Seek excellence, not perfection.” (H. Jackson Brown, writer)

As a writer, Jackson knows well the difference between the words “perfection” and excellence”, however similar they may be. An excellent product means the result of great work and unquestionable quality. Perfect represents that there are no new possibilities from then on and that the maximum has already been reached regarding that product.

In a competitive, inventive, and practically futuristic market, is it better to be perfect or excellent?

12. “Minds are like parachutes: they only work if they are open.” (Ruth Noller, writer and teacher)

Finally, there is no one better suited to inspiration than the figure of a teacher. Ruth Noller invites us to the new and its infinite possibilities. Most of the time, our biggest limitations are mental and far from reality, such as fear: of making mistakes, failing, being displeased, and so on.

The more space you give creativity, the more it can do for you. Believing in your own ability is the opening of the parachute of someone who really does it.

Did you like our selection of phrases about marketing? Access content like this on Portal Insights, and get new ideas to put into practice in your work, for example, the use of mental triggers to increase your sales. Enjoy!