Cost Quote by Jon Miller
“When you use the term 'cost per lead' you make marketing a cost center. Instead say 'investment per lead.'”
About This Quote
Source Speech: Marketing Talk, 2015
Labeling leads as a cost frames marketing as a expense, discouraging investment. Reframing as investment highlights value creation and growth potential.
In simple terms: Calling leads a cost makes marketing seem like a loss; calling it investment shows its value.
Key Takeaway
Shift language to view marketing as value-generating.
Themes
marketing
investment
mindset
valuation
growth
Mood
reflective
strategic
Type
business
motivational
When to use this quote
- budget planning
- campaign strategy
- lead generation
- executive presentations
Key Concepts
Cost accounting
value creation
strategic language
budgeting
ROI
Questions to Reflect On
- How does language influence budgeting decisions?
- What actions can reinforce the investment mindset?
A Different Perspective
Changing terminology alone may not change underlying budget constraints.
![“[Photography is ] likewise even French impressionists. So the Sculls bought pop. It was politics, and they moved with it. And I think that could be happening, to some degree, with photography, too. It doesn't cost as much to do it, either.” quote by Garry Winogrand](https://sms4smile.com/quotes/img-quotes/2eb/garry-winogrand-2342_cost_photography-is-likewise-even-french-impr_2802.jpg)
