Reframing Human Trafficking: Clearer Terminology and Framing

I was thinking that ‘Human Trafficking’ isn’t a great way to refer to modern day slavery – so I worked with ChatGPT Deep Research and came up with this article.

Why Terminology Matters

Language shapes how we understand human trafficking. Just as the shift from “global warming” to “climate change” improved public grasp of an urgent issue, reframing human trafficking with clearer terminology can illuminate its reality. The term “human trafficking” is often misunderstood – some imagine movement across borders or confuse it with smuggling. In truth, it’s a crime of coercion and exploitation. Advocates and policymakers have increasingly adopted terms like “modern slavery” or explicitly descriptive language to emphasize that this issue is about people being controlled, coerced, and exploited, not about “traffic” or transportation () (). Words matter: using language that highlights human rights violations and abuse of power can make the reality of trafficking more accessible and galvanize action (House Approves Updated Language in Statutes Related to Child Sex Trafficking).

From “Human Trafficking” to “Modern Slavery”

Modern slavery has emerged as a powerful alternate framing for human trafficking. High-profile leaders and organizations began calling trafficking “modern-day slavery” to convey its severity – for example, U.S. President Obama declared “human trafficking is modern day slavery.” Many governments followed suit; the UK’s Modern Slavery Act 2015 even uses this terminology to cover offenses of trafficking, forced labor, and servitude. In practice, “trafficking in persons,” “human trafficking,” and “modern slavery” are used as interchangeable umbrella terms referring to the same abuses (Human Trafficking Rights | Workplace Fairness). All describe a situation where traffickers exploit and profit by compelling people to work or perform sexual acts against their will (Human Trafficking Rights | Workplace Fairness). The phrase “modern slavery” draws a direct line to the fundamental violation of freedom and dignity involved. It underscores that victims are treated as property or commodities today, just as enslaved people were in the past. This framing tends to elicit a strong moral response and make clear that trafficking is not a minor offense, but a grave human rights violation akin to slavery.

Organizations and global bodies have adopted this language. The U.S. State Department often uses “modern slavery” in public materials alongside “human trafficking” (Understanding Human Trafficking – United States Department of State). The United Nations Sustainable Development Goals call for an end to “forced labor, modern slavery and human trafficking”, explicitly naming slavery to stress the human rights dimension. Advocacy groups like Walk Free (Global Slavery Index) intentionally use “modern slavery” as an umbrella term covering human trafficking, forced labor, debt bondage, forced marriage, and related abuses. This broad term focuses attention on what these crimes share: “situations of exploitation that a person cannot refuse or leave because of threats, violence, coercion, deception and/or abuse of power” (Terminology | Walk Free). In other words, modern slavery framing zeroes in on coercion and the loss of freedom – making it immediately clear that the core issue is forced exploitation.

It’s important to note that while “modern slavery” is powerful, it is not a legally defined term in many jurisdictions (Reconsidering the Use of the Terminology ‘Modern Day Slavery’ in the Human Trafficking Movement | National Sexual Violence Resource Center (NSVRC)). Some anti-trafficking specialists caution that invoking “slavery” for shock value can be problematic if not used carefully (Reconsidering the Use of the Terminology ‘Modern Day Slavery’ in the Human Trafficking Movement | National Sexual Violence Resource Center (NSVRC)). In the United States, for instance, the term carries historical weight; advocates remind us that slavery’s legacy persists in other forms and language must be sensitive to that context (Reconsidering the Use of the Terminology ‘Modern Day Slavery’ in the Human Trafficking Movement | National Sexual Violence Resource Center (NSVRC)) (Reconsidering the Use of the Terminology ‘Modern Day Slavery’ in the Human Trafficking Movement | National Sexual Violence Resource Center (NSVRC)). Nonetheless, when used thoughtfully, this terminology has helped broaden public recognition that trafficking is fundamentally about enslavement-like conditions in the modern world.

Emphasizing Coercion, Exploitation, and Human Rights

Whatever term is used, effective framing keeps the focus on coercion and exploitation. Human trafficking is not primarily about movement – it’s about control and abuse. Increasingly, definitions and public messages reflect this. For example, the U.S. Department of Justice defines human trafficking as “a crime that involves compelling or coercing a person to provide labor or services, or to engage in commercial sex acts” (Human Trafficking | What is Human Trafficking?). In essence, human trafficking is an exploitation-based crime: perpetrators use force, fraud or coercion to exploit victims for profit (Human Trafficking Rights | Workplace Fairness). That exploitation can take many forms – forced labor, sexual exploitation, domestic servitude, debt bondage, etc. – but in all cases the person cannot freely consent or leave.

Crucially, advocates emphasize that transportation is not a required element. One NGO explains that people “often falsely believe human trafficking implies victims must be moved from one place to another. However, human trafficking does not require transportation, nor crossing borders… Many victims are trafficked from their own community and/or home.” () This clarification is key to public understanding. By shifting language away from the word “trafficking” alone to phrases like “exploitation of people” or explicitly stating the force/fraud/coercion, we make it clear that the crux is the abuse of power and loss of freedom. Some educational materials now flatly state: “human trafficking is exploitation-based, whereas smuggling is voluntary and transportation-based” (), neatly distinguishing the two concepts.

To center human rights, many advocates speak of human trafficking as a form of modern-day slavery and gender-based violence. It’s described as a “crime that shames us all”, highlighting that it violates the fundamental rights to freedom, safety, and dignity. The human rights framing also means using language that recognizes victims as victims of crime and survivors of abuse, rather than as criminals or immigrants in violation of law. For instance, calling someone a “victim of trafficking” or “survivor of exploitation” immediately frames them as someone harmed and deserving of protection – in contrast to terms like “child prostitute” or “illegal alien,” which misplace blame or obscure victimization.

Language Shifts in Action: Organizations and Policy Makers

Over the past decade, advocates and policy makers have intentionally shifted language to improve understanding and reduce stigma. A striking example is the move to eliminate terms that imply victim culpability. Children in commercial sex are now described as victims of sexual exploitation or trafficking, never “child prostitutes.” In 2024, Oklahoma updated its statutes to replace “child prostitution” with “child sex trafficking” – acknowledging “there is no such thing as a child prostitute… when a child is in that dangerous situation, they are a victim, not an instigator.” (House Approves Updated Language in Statutes Related to Child Sex Trafficking). The law’s supporters noted that this seemingly small terminology change actually sends a powerful message: the minor is a victim of abuse, and the crime is on the exploiter. Advocates celebrated this change, saying “words matter… It is essential that we talk about the real and horrific crime of human trafficking in language that expresses that people are not willing participants in their victimization.” (House Approves Updated Language in Statutes Related to Child Sex Trafficking) This shift in wording is expected to influence attitudes of law enforcement, courts, and the public – leading to more empathy for victims and a stronger focus on prosecuting exploiters.

Survivor-centered language has also gained traction. Many organizations now prefer the term “survivor” instead of “victim” once a person is out of the trafficking situation, to highlight resilience and agency. Media guides advise avoiding phrases that sensationalize or oversimplify. For example, instead of saying someone was “rescued from prostitution,” they suggest saying the person was “exploited in commercial sex by traffickers” – which correctly assigns blame to the trafficker and notes the exploitative nature of the situation (Language Matters: 5 Ways Your Words Impact Trafficking Survivors – Polaris). Similarly, rather than describing an anti-trafficking effort as “rescuing victims,” organizations talk about helping people exit exploitation and recover, to respect that survivors are active participants in reclaiming their lives (Language Matters: 5 Ways Your Words Impact Trafficking Survivors – Polaris). This more nuanced language has the impact of empowering survivors and avoiding the “savior” narrative that can sometimes alienate those with lived experience.

Different international bodies might use different terms, but all trends point to emphasizing exploitation. The United Nations Office on Drugs and Crime (UNODC) sticks with “trafficking in persons” in formal texts, but always defines it by the elements of coercion and exploitation (per the Palermo Protocol). Meanwhile, groups like the International Labour Organization talk about “forced labour, bonded labour, and human trafficking” under the umbrella of ending modern slavery. Even the term “contemporary forms of slavery” is used in human rights contexts to encompass trafficking, forced marriage, and other similar abuses, again framing them as part of an ongoing human rights struggle. This convergence in language – whether it’s “trafficking in persons” in a legal context or “modern slavery” in a campaign – helps the public and policymakers alike to see these practices for what they are: the systematic coercion and exploitation of human beings.

The impact of these language shifts is significant. Public awareness campaigns that invoke “modern slavery” have drawn greater media attention and public outrage, increasing support for anti-trafficking initiatives. Governments using human-rights-centric language have been able to pass stronger laws (as seen not only in the UK and U.S., but around the world) because legislators frame the issue as protecting victims of slavery-like abuse rather than solely as a crime control or immigration matter. However, advocates are careful to evaluate language changes for any unintended consequences – for instance, ensuring that comparing everything to “slavery” doesn’t erase historical contexts or minimize other forms of oppression (Reconsidering the Use of the Terminology ‘Modern Day Slavery’ in the Human Trafficking Movement | National Sexual Violence Resource Center (NSVRC)). Overall, though, the consensus is that clearer, more empathetic terminology leads to better identification of cases, less victim blaming, and more effective mobilization of resources to combat the issue.

Recommendations for Effective Language

To continue improving understanding and response, here are recommended language practices for various contexts:

In Public Awareness Campaigns

  • Use Plain Language that Emphasizes Exploitation: Describe the issue in simple, relatable terms. For example, talk about “people being forced or tricked into work or sex, essentially modern slavery.” Make it clear that it’s about coercion, not consent. Phrases like “sold for sex” or “forced to work without pay” convey the reality better than technical jargon.
  • Adopt Humanizing, Non-Blaming Terms: Always refer to individuals as victims or survivors of exploitation. Avoid words that suggest they had agency in the crime (never say “child prostitute” – use “trafficked child” or “exploited child” (House Approves Updated Language in Statutes Related to Child Sex Trafficking)). Emphasize that anyone can fall prey to traffickers, usually due to vulnerabilities or coercion, not because of personal choice or moral failing.
  • Leverage the Power of “Modern Slavery” (with Context): For broad audiences, “modern slavery” is impactful. Use it alongside “human trafficking” to immediately convey severity (e.g., “Millions worldwide are trapped in modern slavery – also known as human trafficking – where people are controlled through force, fraud, or coercion”). Providing that brief definition ensures the audience understands the term (Human Trafficking & Modern Slavery: Common Misconceptions | Hope for Justice).
  • Avoid Sensationalism and Myths: Steer clear of hyperbolic or cinematic language that skews reality. For instance, not all victims are chained up in basements; many are controlled through psychological means or threats (Language Matters: 5 Ways Your Words Impact Trafficking Survivors – Polaris). So avoid solely using imagery like chains, cages, or the word “rescue” that imply a one-time dramatic event. Instead, explain that trafficking often involves manipulation, debt bondage, or abuse of trust, happening in ordinary settings. This balanced approach prevents misunderstandings – such as the myth that victims are always kidnapped strangers – and helps those at risk recognize the warning signs.
  • Highlight Human Rights and Justice: Frame messages around rights and justice to invoke public empathy. Phrases like “crime against human rights,” “denial of freedom,” and “everyone deserves to live free from exploitation” resonate with core values. This framing encourages the public to see fighting trafficking as part of upholding human dignity, not just enforcing law.

In Policy and Legislative Discussions

  • Use Legally Accurate but Clear Terms: In formal settings, continue using terms like “trafficking in persons” or “severe forms of trafficking” as defined in law, but always accompany them with an explanation of the concept. For example: “Trafficking in persons – the exploitation of someone through force, fraud, or coercion – is prohibited…” This ensures clarity for those unfamiliar with the legal jargon. Lawmakers have found it effective to pair the term with “modern slavery” in speeches or bill titles (e.g., the Trafficking Victims Protection Act is often discussed as a tool to fight modern slavery) to maintain precision while keeping the moral urgency in view.
  • Update Outdated or Misleading Language in Laws: Review statutes and official documents for terminology that might obscure the issue. As noted, replacing terms like “child prostitution” with “child sex trafficking” in law is more than semantics – it aligns the law with reality and intent (House Approves Updated Language in Statutes Related to Child Sex Trafficking). Similarly, using “sex trafficking” or “commercial sexual exploitation” instead of “vice” or “prostitution offenses” can shift the perspective to seeing exploited individuals as victims in need of help. Ensure definitions in law clearly state that movement is not required and that any form of coercion or deception leading to exploitation is trafficking (). This clarity can influence how cases are identified and prosecuted.
  • Emphasize Coercion and Consent (or the lack thereof): In policy dialogues, stress that trafficking is defined by lack of consent due to coercion. Terms like “involuntary servitude,” “forced labor,” and “exploitation” should be front and center. For instance, a policy report might say, “At its core, human trafficking is forced exploitation – a form of modern slavery where individuals are compelled through force, fraud, or coercion to work or engage in sex.” Such phrasing in policy forums keeps everyone focused on victims’ lack of freedom, guiding more victim-centric policies.
  • Incorporate Survivor Voice and Preferences: Policymakers should be mindful of language preferred by survivors themselves. Many survivors advocate for being referred to as such (survivors) and for language that acknowledges their strength and agency post-escape. For example, when drafting policy reports or speaking in hearings, using terms like “survivors of trafficking” and referencing the goal of “supporting survivor recovery and empowerment” can align policy language with trauma-informed principles. This shift has been shown to affect funding priorities (favoring long-term rehabilitation services, not just criminal justice actions) (Language Matters: Defining Human Trafficking and Slavery – End Slavery Now) (Language Matters: Defining Human Trafficking and Slavery – End Slavery Now). In short, make the victim’s experience – not just the perpetrator’s crime – part of the definition in policy discussions. This leads to more holistic approaches that include victim services, as recommended by experts.

In Educational and Training Contexts

  • Define the Term in Everyday Language: When teaching about human trafficking (in schools, community trainings, etc.), avoid immediately diving into legalese. Start with a straightforward definition like: “Human trafficking is when someone uses lies, violence, or threats to force another person to work or to sell sex. It’s basically modern-day slavery.” This kind of plain description, then backed up by the official definition, helps learners grasp the concept quickly and correctly.
  • Use Examples to Illustrate Coercion: Education efforts should frame trafficking through real-life scenarios that highlight coercion and exploitation. For instance: “A trafficker might pretend to offer a job, but then trap someone in terrible working conditions with no pay, using threats – that’s forced labor trafficking.” Or, “A person might befriend a teen and then trick or pressure them into sex work where the person takes all the money – that’s sex trafficking.” By explicitly pointing out the fraud, force, or manipulation in each example, the language reinforces what makes it trafficking. This approach trains the audience to spot the red flags of trafficking in various situations.
  • Clarify What Trafficking Is Not: Part of accessible framing is dispelling confusion. Educators should plainly say, for example, Trafficking isn’t about transportation – that’s smuggling. Trafficking is about exploitation, holding someone captive in a situation they can’t escape for profit” (). Comparing and contrasting terms in simple language (trafficking vs smuggling, trafficking vs consensual sex work, etc.) can be very effective. Visual aids or charts that show “Trafficking = coercion/exploitation” vs “Smuggling = consent to illegal transport” help cement the correct understanding.
  • Reinforce the Human Rights Aspect: In curricula or trainings, explicitly call trafficking a human rights violation. For example, teaching materials might state, “Human trafficking violates nearly every basic human right – freedom, safety, dignity. It is recognized internationally as a form of modern slavery and a serious crime in every country.” Framing it this way in educational contexts instills the idea that combating trafficking is part of the broader commitment to human rights. This can inspire students or trainees to see anti-trafficking work as morally important, not just legally necessary.
  • Encourage Sensitive Communication: When training professionals (like teachers, healthcare workers, or police), include guidance on victim-centered language. Emphasize referring to individuals as “trafficked persons,” “exploited persons,” or “survivors” rather than terms like “hooker,” “slave,” or “illegal immigrant.” Role-play or examples can show how different wording changes the response: e.g., calling someone a “prostitute” might lead to stigma or blame, whereas saying “a young woman exploited by a trafficker” immediately signals victim status and need for help. By teaching future front-line responders this careful use of language, we improve the chances that victims will be treated with compassion and that the crime will be correctly identified.

Conclusion

In summary, rethinking the terminology around human trafficking is not just an exercise in semantics – it’s a crucial strategy for clarifying the issue and mobilizing effective action. Terms that foreground coercion, exploitation, and the loss of freedom (such as calling it modern slavery or plainly describing it as an “exploitation-based crime”) resonate more strongly with the public and policymakers than jargon or misnomers. We’ve seen organizations and governments adapt their language – from legal definitions to media campaigns – and those shifts have helped correct misconceptions (like the need for movement across borders) and have placed the focus on traffickers’ abuse and victims’ trauma. By using accurate, empathetic, and accessible language in public awareness, policy, and education, we make the reality of human trafficking impossible to misunderstand or ignore. This improved understanding, in turn, fosters greater public support for anti-trafficking efforts, more victim-centered policies, and ultimately, a stronger global commitment to ending these forms of human exploitation (House Approves Updated Language in Statutes Related to Child Sex Trafficking).

Sources:

When I was 5 years old I set my house on fire

This story is absolutely true.

I was a very curious, and some would say active child. I don’t remember the kind of trouble I would get into, but I do remember one particular time when my mischief got way out of hand. One spring night in 1976 at our home in Fort Campbell, I awoke to curiosity and poor judgment telling me it would be a great idea to play with fire. So I snuck some thick orange Hanukkah candles from another room, used the stove’s pilot light to light them, and started lighting one candle then another, fascinated by the flames.

I was evidently unaware of the concept of fire safety or potential problematic consequences. Sure enough, a spark soon lit the living room couch which started to burn … a little. As the flames began to spread, I though I should probably put this fire out fast. (I believe my main concern was not getting in trouble.)

I calmly walked a few steps to the kitchen, filled the only container I could reach, a small Dixie cup, with water, then walked back to toss the 2 oz of water onto the spreading fire. That didn’t seem to have any effect, so I went back to the kitchen to look for a bucket under the sink, but I didn’t find one. This was not good news – and with no other options – I made the logical decision to go back to bed.

The next thing I remember is my older brother Ben waking us up – scream that the house was on fire! He had woken up to the smell of smoke and alerted everyone to get out in time. Thankfully, all of us escaped our burning house – but the building was badly damaged and we couldn’t move back in until a lot of work was done on the house and new furniture etc. could be purchased.

Aside from the foolish decision to play with fire while everyone was sleeping… analytical me thinks this:

My errors were:

  1. Not assessing the situation properly – I was worried about getting in trouble when the real fear should have been that I was coming dangerously close to killing myself and my entire family.
  2. Once I was in the situation I wrongly assessed the solutions available to me.
    I didn’t even consider getting help from someone else, for example.

It occurs to me that there are situations where we all act a little bit like that 5-year old.
We find ourselves in a difficult situation which poses a risk, but we misread the risk. We are not able to see it because we are blinded … perhaps by our inexperience, hubris, our being too close, or just a blind spot. And even when we do see the danger – we often incorrectly assess the possible solutions or the best solution.

In these situations it is important to consider despite what you believe –
YOU WILL NOT BE ABLE TO SOLVE THE PROBLEM.
The way to solve both of these issues is by figuring out WHO can help you?

WHO can help you understand the gravity of the situation?
And WHO can help you work toward a solution.

That’s when you need a friend to help – or to direct you to someone who can.

Can AI compare Car Rental Companies in the US?

As AI models become easier to use, we will see more people relying on them for “research”. I have no idea how accurate this is, but I just used Claude AI to create a comparison of US Rental Car Companies along various parameters. I then marked them as negative, positive, and neutral. What do you think?

This is the result (with my color coding added) Click to see at full size.

Getting on the same wavelength!

Communication is one of the most important aspects of human interaction. It can bridge the gap between people who experience the world in different ways, but it can also be a great challenge.

Trying to communicate with someone who experiences the world in a different way can be difficult, especially when it comes to conveying abstract concepts like colors or subtleties of language and expression. It’s often said that trying to explain colors to someone who is colorblind is like trying to explain rainbows to a blind person. On the surface, it may seem impossible. Colors are an abstract concept, and it is difficult to convey how we experience them to someone who cannot.

Similarly, trying to explain the nuances of language and expression can be a challenge, especially when working with someone whose native tongue is not the same as our own.

At our office, we recently encountered this issue with our office cleaner, a cheerful guy who really wants to do a good job. He would do whatever he was asked, but he had a hard time noticing things that needed to be done that he hadn’t been told. For example, he would miss cobwebs in the corners or dust on the window sills.

Recently, I had an idea: instead of asking him to notice things that needed to be cleaned or minor repairs, each day he should hunt for five things that needed cleaning. By changing the task from noticing to hunting, it gave him a specific goal to focus on and helped him to actually find the things that needed attention. We also created a chart that listed the tasks he was supposed to do, and he was able to track his progress. This gave him a tangible reward system, and it seemed to motivate him more.

Now that we have gamified it, he is actually noticing what we wanted him to see in the first place. Although this was just a small example, it shows the importance of being able to communicate effectively with someone who experiences the world in a different way. Understanding the other person’s perspective can be difficult, but it is essential if we want to bridge the gap between us.

By being creative and finding ways to make the task more engaging, we can help those we are communicating with to better understand the concepts we are trying to convey.

Make your CV Stand out!

My company (Five Blocks) continues to grow and that means we are always looking for great people.

So far we have been incredibly fortunate to have attracted a really talented group who works very well together.

In the process I have seen a lot of CVs and some of the stand out more than others. Choosing a good design shouldn’t be rocket science – don’t reinvent the wheel. Look online and find an impressive looking template and adapt (copy!) – if you have to pay for the template – it’s probably worth it. A template will save you decisions and time.

Pro tip: if you put something unusual on your CV or in your cover letter it will probably catch the attention of the reader.

I recommend the following: do something to tell the reader how you are special.

What’s your superpower? If you feel you have one (and other people agree…) share that!

Examples could include:

  • Great at explaining complex ideas to clients.
  • Meticulous at note-taking
  • Excited by and rise to new challenges
  • Adept at leading programs

If you shine in a specific area definitely find a way of sharing that, otherwise we could miss it and miss out on hiring a great candidate!

If you want something – Give it to others!

This post says something that is either profound, obvious or possibly wrong 🙂 . It’s a thought I just had and it makes sense to me – so I thought I would share it!

In life we learn that the best way to achieve something is to go grab it! If you want another slice of pizza – go get it! You want a job – apply for it! A book looks interesting – go read it. All of this works well when you are interacting with the inanimate world, when you are following the rules of commerce, etc.

When you are interacting with people it often works the opposite way. When you want love – you give love. If you want compassion – be compassionate toward others. In business you are trying to create value – the way to do that is to create value for others!

This isn’t the only way to do business, but it is the way that focuses on your counterpoint rather than just yourself.

Our company has a service provider who wants us to pay more for the services he provides. Instead of focusing on the great value he is giving us – he spends his time explaining to us how he’s not making enough money. As much as I want him to make a good living – my primary concern is that I get value from him. When he spends all of his time explaining what he’s not getting – I wonder aloud why don’t you tell me how you are going all out for me and my team. If I feel you are of course I will want to make sure you are compensated well!

As Five Blocks has matured we have learned that the best way to get is to give. and not in a tit for tat way. We spend lots of time with potential clients and old partners – helping them with digital advice, pinch-hitting issues that arise in the online profiles of their company or their clients’ companies. We do audits and fixes for nothing. And it’s smart. It rarely turns into a paid engagement. But we have built something more important – a relationship based on kindness, trust and proving value. And that ultimately leads us to be a better company and grow our business!

So my advice is if you want to succeed – help others succeed. And think bigger than this month or even this year. Make sure you are playing this game of life with the long-term in mind!

Want to reduce client churn? Here’s how we do it!

My firm Five Blocks offers digital reputation management services and often our clients engage us as one would an exterminator or a locksmith – to help them solve a very specific measurable problem.

In order to retain our clients far beyond the original reason they hired us we employ the following tactics.

1) HOLISTIC APPROACH: We reframe the issue as a symptom rather than a cause. Meaning that while we can provide some relief for your immediate need, you need a more complete long term solution to address the underlying causes. This same strategy could make sense for other businesses where you can both address a short-term need but also help the client adopt a “lifestyle change” in their business around your area of expertise.

2) PROVIDE UNIQUE ADDICTIVE DELIVERABLES :  For example, unique insightful analysis that is easily understood and helps communicate successes within their own organization. One of our clients is a large bank and we have created a colorful weekly report of their online reputation that is then distributed widely within relevant parts of the organization. If the company moved to another vendor they would lose this popular report which highlights the work our contacts are accomplishing for their firm.

3) EDUCATE YOUR CLIENT: Our field, like many others, is constantly evolving and there are new opportunities and threats emerging all the time. We use a portion of our regular calls and reports for education: to share the latest opportunities, trends, and threats related to our work. When we have asked our clients for feedback they tell us that this part of our report is consistently insightful – and we feel this is an additional reason that clients stick with us for so long.

4) DEVELOP GREAT RELATIONSHIPS: We encourage our account team to develop friendly relationships and to support our clients even in areas that are beyond the scope of our agreements. When we do decide to move an account director off of an account we usually do so by introducing someone new and leaving the original account team in the loop and copied on emails for several months. In this way we ensure very smooth handoffs.

“The most expensive keyword on Google”

In 2003 I began a journey that would lead me from SEM (paid advertising), SEO (Organic Search), and eventually Digital Reputation Management. It started when I found out about the emergence of a really viable VOIP solution for home phones (Vonage). When I decided to try to sell that online I discovered Yahoo’s Overture and Google’s Adwords – platforms that enabled me to do effective advertising to get people to sign up and buy. I was able to sell VOIP as an affiliate through the Israeli Vonage reseller Ameriphone, as well as California-based Packet8.

Soon after I decided that if I could attract customers to VOIP offers, I should try other products and services. I had always loved the idea of long distance communication and cell phones were becoming ubiquitous, so I jumped into affiliate sales of cell phones with plans by T-mobile, Verizon, Cingular (AT&T), Nextel, and Sprint. I continued to use paid advertising, landing pages that converted really well, and a 24/6 (Vonage) phone line that prospects could call to place orders and ask questions.

At some point in mid-2004 I did a Google search to find out the most expensive keyword on the internet and found out it was Mesothelioma – a terrible life-threatening cancer caused by exposure to asbestos. At that time I believe that the cost of a click was $60+ each! This discovery introduced me to the value of generating leads for lucrative services – in this case law firms. Together with a friend I decided to create a tool that would generate misspellings of that keyword and others because at that point online advertising platforms did not automatically place ads if the keyword was misspelled. The tool was called keywordsfinder and we managed to sell 30-40 copies as about $50 each, if I recall correctly.

I used that tool to test my theory and found I could get tens of clicks/day at a fraction of the $60 price tag. So I set out to find lawyers who needed those clicks. I was fortunate enough to find one and the work that we were able to do with his firm over the following 5-6 years was instrumental in getting us from being an e-commerce operation, to one focused on consulting to other companies.

All this came to mind today when a colleague shared with me Kantar’s recent study of the most expensive keywords on Google.

Once more Kantar Media has returned to this subject, this time analyzing the most expensive keywords on Google over the last four years, from August 2014 through August 2018. During this time we found mesothelioma terms accounted for 67 of the 100 most expensive keywords on U.S. Google, including all of the Top 10:

It was interesting to me that after so many years, Mesothelioma is still the most expensive keyword you can buy on Google!

A Lesson from the Mighty Zambezi River

This summer we had the opportunity to travel to Zimbabwe (by way of Zambia) and spend a few days in Victoria Falls with 7/8 of our children. The falls are incredible – with seemingly endless amounts of water!

Interestingly, being on the border of Zambia and Zimbabwe, each country owns part of the falls. Zambia owns 75% while Zimbabwe only owns 25%.

This would seem to be an advantage for Zambia – owning 3X as much as their neighbor…

But it’s actually not. Because to enjoy the falls you need to gaze across and see them! So Zimbabwe is actually more fortunate – able to see 3X as much of the falls as Zambia.

I have often found that the best way to appreciate a delicious chocolate bar is to share it with someone else – and I am certain that I get more enjoyment from their loving it than I would if I ate it all myself!

 

Learn to Sail Without a Rudder

When I was in 8th grade we lived in Brookline, Massachusetts, a suburb of Boston. At the time, there was outfit called Community Boating that held classes for kids and taught them to be sailors on their summer vacation. Kids would show up in the morning and sign up for a class and after some lessons and a test they would reach various levels of certification – with an official card. My brother and I went every day, of course.

A sailboat on the beach in Tel Aviv in 2007. We got bumped from our flight and got a day at the beach courtesy of the airline!

Within a few weeks I was able to take out a Cape Cod Mercury  (seats 4 or 5?) on a green flag day, but not on a red flag (windier) day. Over the summer we did additional classes and learned to sail larger keel boats and smaller lasers. We learned how to work the jib – the smaller sail that sits over the bow of the boat – and the more serious students (not me or my brother) learned to work a spinnaker –   the bigger billows sail that also sits at the front of the boat.

The most interesting training I did was something called ‘sailing without a rudder’ – a little like driving your car without a steering wheel. If you really want to be good sailor you need to understand how everything works so well that  you can manage when you are limited, you don’t have all of your tools, or something goes wrong.

It turns out that by re-positioning the weight in the boat (for example by moving your passengers to the back right corner) and by working the sail and the jib (say, by pulling them very tight), you can cause the boat to change direction, without using the rudder.

In my business I have often found myself challenged in similar ways. Helping shape online reputation may involve projecting your brand’s voice, creating and curating content, interacting with the media, etc. But many of our clients are banks, hedge funds, insurance companies, and pharmaceutical companies – highly regulated businesses that may not be allowed to deploy content because of legal and compliance issues.

Rather that concluding that we can’t work without our tools, we are constantly forced to develop new tools and methods – making us smarter and more capable than if we had not been challenged. In many cases these challenges force us to work much harder if we want to succeed. We are so used to being thrown curve balls that we try to anticipate them from the start.

And we keep sailing, with or without a rudder!