There is no joy in marketing

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“There is no ‘joy’ in marketing!”

That’s what a seasoned marketing professional told me the other day. He was reacting to a blog post in which I described three tactics of fostering behavioral change; one of them is to motivate people by tapping into what gives them joy.

So I said, “There is no joy in marketing. Why not?”

“It’s not action oriented enough. We use words like: enthusiasm, energy, engagement, and excitement, but not joy.”

So I said, “OK, those are all good words. Why not joy?”

“These ‘e’ words all attach to action, and as marketers we want prospective customers to respond with behaviors leading to a purchase or sharing the brand value with others….Joy is just a state of experience.”

Yes, joy is a state of experience. Customer service people know joy; the joy of delighting a customer, the joy of resolving a customer’s service headache, and the joy of realizing that you are the brand-in-action and, by living the brand promise, you are creating a long-term relationship with the customer.

Maybe we could use a little more joy in marketing!

Republished with author's permission from original post.

Marc Sokol
A psychologist with an eye for the ways organizational dynamics make it possible or impossible to delight customers, I see the world from the eyes of customers, employees and leaders who strive to transform customer experience.

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