June 26, 2018

Have you heard of a ‘stick campaign’?

Are you ever bamboozled by marketing jargon? I am, still.

“Have you heard of ‘stick marketing’,” a client asked recently.

“No,” I admitted. I paused for a moment, imagining myself chasing down old email subscribers with sticks.

It turns out that a ‘stick campaign’, in newfound marketing jargon, basically means getting people to stick to arrangements. To attend the webinar they registered for. Or to attend the event they booked onto.

I dislike it as an analogy, because all I can think of is threatening customers with sticks. Perhaps I’m a thug.

Terminology like this mostly serves to make marketing seem more complicated (and therefore more technical) than it really is.

All you really need to know:

  1. You find potential customers, and gain permission to communicate with them
  2. You convert a potential customer to a paying customer
  3. You entice that customer to ‘stick’ around: to buy again, to upsell, to downsell, to make referrals

That’s all. No fancy terminology needed.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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