Buzzwords Are Roadkill: 3 Marketing Targets Unlocked By Unique Names
Your death grip on keywords cuts your profit margin.
It’s amazing how a name change lifts branding.
The feelings of creators and consumers are forever different.
I remember when the word on the internet streets was influencer marketing. Guess what models like Kendall Jenner and Hailey Bieber did? Influence.
They lived off sponsorships and brand deals.
The phrase, influencer marketing, got a facelift to brand creator/content creator. What happened? People’s values changed.
- Kendall Jenner —created an alcohol brand
- Hailey Bieber — has a makeup line underway
- Alicia Keys partnered with Master Class to teach a songwriting course
Your words are powerful.
If you don’t want to compete or fight to achieve your brand goals, avoid buzzwords.
1. Greater Good Change
Selling innovation to help the planet we live on isn’t easy.
How do I know?
Bamboo toothbrushes are better for the planet. You’d think I’d find it easy at my local grocery store or convenience shop. Nope.
I’d have to head online and pay shipping fees to get this toothbrush.
Give people a reason to transform their behavior.
Germany is ready for the challenge.
The country’s quest for renewable energy now has a deeper meaning. Helping Ukraine by not buying oil from Russia.
The intention also made the name rebrand easy to develop.
The change? Renewable energy -> Freedom energy.
Doesn’t it make you want to park your car to use a bike or public transportation?
Formula
Old name + New intentions
2. Luxury Pricing
I’ll forever say Fashion Nova overprices its clothes.
But their copywriter puts more effort into naming the products.
Headlines and offer titles are bestsellers.
Budget longer hours to get the name right.
- Shein Bodycon Dress Name: Solid Ruched
- Fashion Nova Bodycon Dress Name: Keep It Cash
Many sellers state the most in your face; didn’t-have-to-think-about-it-long titles. A child could give a dress a “Shein Botanical Print High Split” title.
The more unique and fancy a name, the more people will pay.
- Starbuck: Why stop at tall. It’s Grande, Venti, or Trenta.
- Designer: Not a handbag. It’s a Michael Kors bag.
- Whole Foods: Not prunes. It’s dried plums.
Pick a fancy name to help your audience explain away the cost when people accuse them of wasting money.
Formula
Fancy/Unique title. Keywords in the product description.
3. Acceptance
Names make items appetizing.
- Junk food -> Fast food
- Cartilage of animals -> Gummy bears
- Brisket waste -> Burnt ends
- All sorts of ground meat -> Sausage
- Sweetened manufactured sugar -> Candy
Make your branding a positive experience.
You feel terrible eating junk food and cheat meals.
But you feel fantastic when eating fast food or (sugary) snacks.
The terms you use to name your service or product change consumer perception. If you want to make an offer less scary or ordinary, rebrand the label. More examples:
- Juice -> Non-alcoholic beverage
- Death tax -> Estate tax
- Chicken sandwich-> McChicken
- Loans -> Buy now, pay later
- Motivational speaker -> Mentor/coach
- Crypto -> Web3
Distance yourself from negative terms by using more positive synonyms.
Thank you for reading this post.
© Annie Wegner 2022-Present.
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