Two words marketers should never use


To some people it means “to drag their feet or take a rain check.” Better known as the Frankenstein syndrome.

Others, “Hey, I’ll get that information to you tomorrow.” Or…

“I’ll check my email before I start the next project.” Then there’s…


“Yes Frank, they said it could be made in aluminum, but I haven’t heard back from them.”

Or, “In his last email, he said it will definitely be here yesterday.”

These are two words that end in “ation.” “Ation” is a Greek word meaning an action or process. In procrastination and anticipation it is not an action, such as running the 40 yard dash in 3.9 seconds. In reality it’s a process, but a never ending process that really mean, “I’ll get a round tuit.”

These two words are found in a lot of business people’s vocabularies.

If you are responsible for marketing, eliminate both from your marketing vocabulary and you’ll realize better results. You may even catch-up to your schedule.

I’d bet Carly Simon was never into marketing communications.

Let me know your definitions.

Thanks for reading,


© 2012 by the Marketing Communications Group, Inc. All rights reserved worldwide. No part of this publication may be stored in a retrieval system, transmitted, or reproduced in any way, including but not limited to digital copying and printing without the prior agreement and written permission of the publisher. Photographs are purchased from such companies as I-Stock, Windows Clip Art or John Deuerling.



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30+ years in marketing. 30+ years as a small business owner. Love music, photography, gardening and just about anything outdoors!

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