Wednesday, March 29, 2006

Barketing Defined

Barketing Defined

A few posts ago on this blog I introduced the term “Barketing”. Since then some of you have expressed an interest in that term and asked for further clarification.

Where did the term originate?
Right here on this blog. This is the first time in public.

How did the term come about?
I credit Sam Horn for stimulating my thinking into creating this term. It was while attending a workshop that she (yes, Sam is a she) delivered for the Toronto chapter of the Canadian Association of Professional Speakers. Sam showed us techniques for creating powerful and unique titles, headlines, tag lines, brand terms and catch phrases. Learn more about Sam Horn.

One of the techniques that Sam Horn explained was the creation of new words formed from the combination of two or more words that described the idea you want to get across: A powerful marketing tool for all of us.

She also showed the technique of taking a keyword and substituting the first letter of that word with each letter of the alphabet.

I followed her advice with the work “marketing” and derived “barketing”. It happens to fit two of her “new word” techniques.

What does Barketing mean?
Let’s start with the root words – bark + marketing

Bark: The harsh sound uttered by a dog

The barking of a dog is often repetitive, annoying and loud. When accompanied by growls it is a sure sign of an angry dog. The barking is usually intended to threaten, demand attention or appear more ferocious. Have you noticed how the bark of a small dog seems more annoying? Barking is always a one-way message. It is not a conversation. Just try talking to a dog barking at you. When you tell it to shut up it seems to bark louder.

Marketing: Marketing is about sending messages. The messages are intended to help you sell your product or service.


Barketing is annoying the market (your customers) with your message attempt.
Barketing is sounding like the rest of the pack.
Barketing demonstrates a “dog sniff dog” mentality.
Barketing is attempting to send a message without regard to the receiver.
Barketing is trying to out-shout the competition.
Barketing shows no finesse.
Barketing is for the dogs.
Barketing is just noise.

Bottom line
Are you just barketing or are you truly marketing?

George Torok

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