I was working on something the other day where the key job to be done was to "drive traffic" to a certain site. It suddenly struck me that some of the terminology used in marketing is a bit, well, aggressive really.
Of course traffic in this case actually means people.
A collection of unique and beautiful human beings with feelings and passions summarised with a dry collective term used mostly negatively to describe too many vehicles on the road.
So instead of traffic, why not people?
And then the word "drive" which in this case almost implies we are bundling people to a destination against their will (and to before we "drive" them we target them, hit them, blitz them etc) and suggests that people are just reluctant passengers neither expecting to or wanting to have any say on where they end up.
Shouldnt we really be guiding, encouraging, inspiring even?
"driving traffic" v "guiding people". This might be semantics but they make a hell of a difference to how we behave.
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