Have Some Fun With This Marketing Idea
Here’s another tidbit from that Bob Bly email from a couple of days ago:
***Invent your own words***
Want to make your product stand out? Invent a new term to describe it.
Consumer example: Miller Brewing advertising its beer as “cold filtered.”
Business example: Mike Hammer called his approach to business improvement “re-engineering.”
Advantage: if people accept the term and it gains popular usage, you own it.
Disadvantage: new terms don’t always catch on, and if they don’t, they may not be clearly understood (i.e., what is re-engineering, exactly)?
Source: The Copywriter’s Roundtable, 12/8/09. (This article segment appears courtesy of Bob Bly Direct Response Letter)
…………….
So, what kind of name could you come up with for what you do? Or what kind of name could you come up with for something you sell?
Brainstorming about it might be a fun way to spend a rainy Saturday afternoon – especially if you have some kids who would participate.
Write down all the ideas – even the really silly ones they throw out to make you laugh. Because you never know, between you, you might just come up with something that catches on… and you’ll “own” it!
This reminds me of the advice given in the “Write a Book Now” materials… when he talks about creating a “system” for what you do for people based on some common word.
Something like the BASE System – which could stand for
Better
At
Selling
Elephants
Marketing is serious business, of course. But that doesn’t mean you can’t have fun with it!
Posted: January 7th, 2010 under marketing.
Tags: advertising, marketing, self-promotion
Comment from John Forde
Time January 7, 2010 at 2:03 pm
Hi Marte, Thanks for the post! Just wanted to add that anybody who reads this should definitely sign up for Bob Bly’s e-letter… he’s a master… but since he’s getting this particular tidbit from my own e-letter, the Copywriter’s Roundtable, I’d like to encourage your visitors to sign up for the CR as well (there’s no link to it in your post above). In case they’re so inclined, they can find the signup page + free thank-you reports at http://copywritersroundtable.com.
Thanks again Marte, and best wishes for 2010!