Mark Lusky, Principal, Mark Lusky Communications08.08.22
From corporate America’s boardrooms to political pontificating, “hogwashing” is all too pervasive. From grandiose marketing promises and customer service commitments unkept to outright lies, hogwashers rely on the validity of P.T. Barnum’s famous statement, “There’s a sucker born every minute.”
Merriam-Webster defines hogwash as “swill sense…slop…nonsense, balderdash.” Hogwashing is the practice of promoting slop, nonsense, balderdash, and untruths.
While we all could go on…and on…and on about political hogwashing, this article will focus on the need for companies to adopt and maintain anti-hogwashing practices that can generate a competitive edge, build a positive reputation, and grow profits.
Move past the gobbledygook about today’s great, new whizbang marketing focusing on the customer instead of yourself. That’s the “secret sauce” that has driven successful commerce and companies for eons. Drilling down further, follow these principles:
In too many cases, hogwashing is woven into company DNA – versus just rising to the surface when there’s a problem. Promise a bunch of BS, get people to bite, bring in the dollars…then prepare for the exodus of a substantial percentage of disgruntled customers who no longer buy what you’re selling, figuratively or literally. Rinse and repeat.
We all know companies that do this. And they seem to get away with it. For now.
Imagine what would happen if, instead of hogwashing, companies strongly adhered to the secret sauce principles above? Their reputations would rise (remember social media and digital platforms are the ultimate lie detectors). They would outshine competitors. And by being and doing good, the money would follow.
Think Costco. They’ve got this formula perfected. As a result, they experience healthy growth because of a growing legion of raving fans, establish consumer confidence with employee longevity and loyalty, and pursue continuous improvement in all areas – including helping the planet. And their revenues consistently grow…and grow…and grow.
For those interested in seeing more of this type of modeling, check out B Corp, whose home page addresses the goal in simple, straightforward terms: “Make Business a Force For Good…B Lab is the non-profit network transforming the global economy to benefit all people, communities, and the planet.”
Go here to find B Corp certified companies worldwide that can serve as excellent examples.
What irks me, however, is the way some growth marketing proponents make this sound like it’s a totally shiny new toy. While there arguably are many new tech tools that drive a more robust, reliable growth marketing program, the basics remain the basics: trust, like, respect. If those aren’t in place, all the shiny toys in the world will at best get somebody to bite…once. Then, they’re gone, leaving companies to wonder where all that business went.
One other potential pitfall is canned content and approaches made to look personalized. To me, there’s nothing more aggravating than someone purporting to be communicating with me authentically and transparently that, in fact, is a canned pitch in disguise.
To further cement how cemented in tradition growth marketing is, I offer an excerpt from a recently published article carrying my byline: “Four decades ago, a major bank developed a headline reading, ‘We put impressive bank musculature to work for you.’ (Yes, it really happened.) Who cares about your musculature? What’s in it for me? That’s become the mantra of the customer service movement, and its coattails extend to how employees, partners, vendors, and other stakeholders are treated. Show competent care for others, and the results will accrue to you in myriad ways.”
The rest of the story
No matter how you choose to market, get the tried-and-true basics of trust, like, and respect in place with all your stakeholders. These are the cornerstones of successful customer-driven marketing (and the antithesis of hogwashing). Then, examine what bells and whistles – tech-driven and otherwise – will support the effort, leading to enhanced systems, better organization, and more robust scaling.
About the author: Denver-based Mark Lusky has owned and operated Mark Lusky Communications, a marketing communications firm, for 39 years. A registered dba of Lusky Enterprises, Inc., Mark Lusky Communications specializes in content-focused marketing strategy and program implementation featuring robust social media, traditional channels, digital marketing/SEO, analytics/metrics, and workflow and administration. More information: mark@marklusky.com; 303-621-6136.
Merriam-Webster defines hogwash as “swill sense…slop…nonsense, balderdash.” Hogwashing is the practice of promoting slop, nonsense, balderdash, and untruths.
While we all could go on…and on…and on about political hogwashing, this article will focus on the need for companies to adopt and maintain anti-hogwashing practices that can generate a competitive edge, build a positive reputation, and grow profits.
Move past the gobbledygook about today’s great, new whizbang marketing focusing on the customer instead of yourself. That’s the “secret sauce” that has driven successful commerce and companies for eons. Drilling down further, follow these principles:
- Focus on and meet the customer’s needs (and “customer” in this case includes employees, partners, and other stakeholders) first, foremost and always.
- Build long-term relationships versus short-term transactional relationships.
- Do good in addition to being good (top-notch companies go the extra mile to help the planet, their communities, and all their people – employees and beyond).
- Say clearly what you’ll do, then do what you say.
- Become and sustain being the company that stakeholders trust, like, and respect.
In too many cases, hogwashing is woven into company DNA – versus just rising to the surface when there’s a problem. Promise a bunch of BS, get people to bite, bring in the dollars…then prepare for the exodus of a substantial percentage of disgruntled customers who no longer buy what you’re selling, figuratively or literally. Rinse and repeat.
We all know companies that do this. And they seem to get away with it. For now.
Imagine what would happen if, instead of hogwashing, companies strongly adhered to the secret sauce principles above? Their reputations would rise (remember social media and digital platforms are the ultimate lie detectors). They would outshine competitors. And by being and doing good, the money would follow.
Think Costco. They’ve got this formula perfected. As a result, they experience healthy growth because of a growing legion of raving fans, establish consumer confidence with employee longevity and loyalty, and pursue continuous improvement in all areas – including helping the planet. And their revenues consistently grow…and grow…and grow.
For those interested in seeing more of this type of modeling, check out B Corp, whose home page addresses the goal in simple, straightforward terms: “Make Business a Force For Good…B Lab is the non-profit network transforming the global economy to benefit all people, communities, and the planet.”
Go here to find B Corp certified companies worldwide that can serve as excellent examples.
Growth Marketing: Shiny new toy or today’s techy version of time-tested tools?
All this brings me back to “growth marketing,” one of today’s hot topics in the marketing world. While there are many definitions, permutations, and processes tied to growth marketing, the lowest common denominator is very Golden Rule-ish: Treat others the way you want to be treated. Unless you’re a masochist, this means concentrating on the three golden rules of business: Do business with those you trust, like, and respect. Period.
What irks me, however, is the way some growth marketing proponents make this sound like it’s a totally shiny new toy. While there arguably are many new tech tools that drive a more robust, reliable growth marketing program, the basics remain the basics: trust, like, respect. If those aren’t in place, all the shiny toys in the world will at best get somebody to bite…once. Then, they’re gone, leaving companies to wonder where all that business went.
One other potential pitfall is canned content and approaches made to look personalized. To me, there’s nothing more aggravating than someone purporting to be communicating with me authentically and transparently that, in fact, is a canned pitch in disguise.
To further cement how cemented in tradition growth marketing is, I offer an excerpt from a recently published article carrying my byline: “Four decades ago, a major bank developed a headline reading, ‘We put impressive bank musculature to work for you.’ (Yes, it really happened.) Who cares about your musculature? What’s in it for me? That’s become the mantra of the customer service movement, and its coattails extend to how employees, partners, vendors, and other stakeholders are treated. Show competent care for others, and the results will accrue to you in myriad ways.”
The rest of the story
No matter how you choose to market, get the tried-and-true basics of trust, like, and respect in place with all your stakeholders. These are the cornerstones of successful customer-driven marketing (and the antithesis of hogwashing). Then, examine what bells and whistles – tech-driven and otherwise – will support the effort, leading to enhanced systems, better organization, and more robust scaling.
About the author: Denver-based Mark Lusky has owned and operated Mark Lusky Communications, a marketing communications firm, for 39 years. A registered dba of Lusky Enterprises, Inc., Mark Lusky Communications specializes in content-focused marketing strategy and program implementation featuring robust social media, traditional channels, digital marketing/SEO, analytics/metrics, and workflow and administration. More information: mark@marklusky.com; 303-621-6136.
