Blue Elevator Blog

One Word Says It All

Posted by:

One Word Says It All

One Word Says It All

For the past several decades, academicians and business pros have been piling up business terms like crazy.

Here are just some of them: branding, marketing, advertising, promoting, generating leads, nurturing, dealing, prospecting, offering, selling, closing, business development, etc.

So Many Questions

And, along with those terms, there are a lot of questions:

  • What is the difference between branding and marketing?
  • What is the difference between marketing and advertising?
  • How is promoting different than marketing or advertising?
  • Is prospecting different than promoting?
  • Is lead generation the same as prospecting?
  • When does prospecting end and the selling process begin?

As long as life exists on earth, there will probably be no end to the creation of new terms – but be encouraged.  Business today is the same as it was 2,000 years ago.  Here is a trustworthy saying:

What has been will be again, what has been done will be done again; there is nothing new under the sun. – Ecclesiastes 1:9

Keep it Simple

As far as I’m concerned, you can forget all the terms you’ve heard and replace them with one word.  One word says it all: ENGAGEMENT.

Engagement is the key.  You could pick a synonym for engagement, but it’s as simple as that.  It’s not easy.  But, it’s simple.

Engagement is a Three-Step Process

Think of engagement like a three-step process:

  1. Messaging your business (e.g., marketing, advertising, etc.)
  2. Providing an opportunity to engage (e.g., a call to action)
  3. And … engaging.

The first two steps are causational, which means you are taking steps to illicit engagement.  The last step is resultant.  The goal is that people will engage with you, meaning it’s a diagnostic on how well you are doing on the first two steps.

So, forget about everything you’ve ever heard.  And, instead, drill down on the concept of engagement.

Focus on The First Two Steps

At Blue Elevator, we help our Member clients focus on the first two steps of engagement.

We help them message their business.  And, we help them develop creative calls to action.

Now, there are a lot of factors involved in each of those steps, but it’s important to “see the forest for the trees.”  Keep the big picture in mind.

Summary

There are a lot of business terms used to describe various business functions, but one word says it all.  And this word is engagement.

We’d love to hear from you.  Contact us.  We’d be happy to share more!

0


About the Author:

Ken Moll is the Principal and Founder of Blue Elevator®. With professional experience spanning four decades, Ken has a breadth of foundational business knowledge rarely found – making him part of an elite class of professionals. Ken's passion is helping clients of Blue Elevator® get their “business to the next level™.”