Results 1 to 4 of 4
    • Member Info
      • Native Language:
      • Italian
      • Home Country:
      • Italy
      • Current Location:
      • Italy

    • Join Date: Apr 2009
    • Posts: 51
    #1

    on message/spin

    Hi!
    I'm reading a book about marketing and there's this sentence:

    There's no such thing as 'on message' anymore.
    Customer service is no longer about spin, but instead becoming a part of the conversation.

    What do "on message" and "spin" mean? Some lines earlier it says:
    The older advertising model, like 1950s tv, is that we publish and you consume. However today's marketing model is that we publish and you respond.

    Thanks in advance.
    S

    • Member Info
      • Native Language:
      • English
      • Home Country:
      • England
      • Current Location:
      • England

    • Join Date: Nov 2010
    • Posts: 17
    #2

    Re: on message/spin

    In the context of marketing, 'on message' means sticking to/staying focussed on and delivering the official, planned or required line of the organisation.

    "Why should I buy my computers from you?" might trigger a variety of responses but in order for the sales rep' to stay 'on message' he might be required to say, "Our systems have the best support back-up in the country."

    'Spin' would mean to apply a bias, or subjective (often very creative)interpretation or 'twist' to something to show the the organisation/its products in a good light - or, conversely, its competitors in a poor light.

    • Member Info
      • Native Language:
      • Italian
      • Home Country:
      • Italy
      • Current Location:
      • Italy

    • Join Date: Apr 2009
    • Posts: 51
    #3

    Re: on message/spin

    Quote Originally Posted by sonyet View Post
    Hi!

    Customer service is no longer about spin, but instead becoming a part of the conversation.

    S
    Thak, Mike, for your great help!!! Very kind of you!
    In this case, could we also say....

    Customer service is no longer about *creating stories*....
    ??

    I have to translate this sentence in another language and first I need to find a sentence that has a similiar meaning. How would you rewrite using other words?

    • Member Info
      • Native Language:
      • English
      • Home Country:
      • England
      • Current Location:
      • England

    • Join Date: Nov 2010
    • Posts: 17
    #4

    Re: on message/spin

    Quote Originally Posted by sonyet View Post
    Thak, Mike, for your great help!!! Very kind of you!
    In this case, could we also say....

    Customer service is no longer about *creating stories*....
    ??

    I have to translate this sentence in another language and first I need to find a sentence that has a similiar meaning. How would you rewrite using other words?
    Please forgive the delayed reply. I need to set this system up to tell me if a reply is received.

    I think you're close with that but it might be a bit 'literal'. The commentator is saying that customer service is now more two-way...The views, desires, needs of the customer being truly important. Listening to what they want and attempting to satisfy that want - Rather than selling/telling/persuading them that we know best.

    Perhaps a sentence like: 'Customer service is no longer about persuasion, but instead listening and negotiating.'

Similar Threads

  1. spin-off
    By Nathan Mckane in forum Ask a Teacher
    Replies: 1
    Last Post: 11-Aug-2010, 10:24
  2. spin out
    By GUEST2008 in forum English Phrasal Verbs
    Replies: 4
    Last Post: 12-Feb-2009, 22:19
  3. to spin
    By jctgf in forum Ask a Teacher
    Replies: 1
    Last Post: 10-Oct-2008, 19:26
  4. spin off
    By Itasan in forum Ask a Teacher
    Replies: 2
    Last Post: 08-Feb-2006, 05:19
  5. put my message across & phrase my message
    By cassie in forum Ask a Teacher
    Replies: 1
    Last Post: 24-Nov-2005, 07:36

Bookmarks

Posting Permissions

  • You may not post new threads
  • You may not post replies
  • You may not post attachments
  • You may not edit your posts
  •