The role of a marketer is to be a translator.
To help tell the story woven in the day-to-day activities of a company. Marketing translators help express in plain English, overly technical information. It takes features and communicates the implied benefits.
Within most organizations, there are anecdotal insights that help express the benefit that a product or service offers. But these stories are never amplified because they lack a translator who can interpret them into an easy to digest message with a core theme.
The marketing professional has to be that translator taking highly technical information and communicating the benefits hidden within the companies four-walls.
On Assignment
On a recent marketing consulting assignment, I interviewed five of the senior leaders of the companies and asked each of them to help me understand what they do to bring value to their clients. Each one told a different story with an emphasis on how they spoke with the target audience they came into contact with each day. The stories they told highlighted one element of the value that they believed was most important.
My job is as a marketing translator is to weave the stories into a narrative that explains a fuller understanding of the benefits and value delivered.
Think of it this way – each person has a thread that is rich in color telling a particular story. As a marketing professional, I have to weave these stories together into a fabric or pattern that speaks in one clear and consist voice, using words and language their audience will understand. The product of my work, is a clear picture rich in texture, color and form.
Who translates your story and weaves it into a clear message?
You can set up a time to chat with me about your marketing challenges using my calendar. Email me jeffslater@themarketingsage.com Call me. 919 720 0995. The conversation is free, and we can explore if working together makes sense. Try my new chat feature on my site if you have a quick question.
Photo by Fancycrave on Unsplash
