This creates a WOW, then POW...

7 replies
Mention 2 words and offline business owners say "wow",
then goes straight into "tell me more", then move to the magic question...

"How do I get one?"

Now I know the reaction Gary Halbert was looking for when testing sentences
on the public before he went live with a promo.

Let me back up and tell you what happened.

2 partners paid me an ungodly sum of money to
write a sales piece for their 2 pieces of software.

When the 3 of us were on the line so I could find out more what they really have,[It's always more than what they think it is] the discussion turned to naming one of the pieces of software.

Had a stroke of genius and blurted out what it really is for the end user.

The 3 of us went away happy.

Next time on the line they casually said they mentioned those 2 words I came up with
to prospects, and they wanted it.

Just amazing what giving a name to a "thing" makes.

My recommendation is to seriously look at making a product
sexier with it's name.

Best,
Ewen
#creates #pow #wow
  • ...and if you would like to cough the name we would of course be enthralled...

    In case you can't - don't worry.

    it is a great idea and you can have a lot of fun doing it.

    A good one in the UK is for a dog food (they don't niche it by saying "this is for a certain breed, age etc.).

    They just call it "Butchers Dog" (again in the UK there is a well known phrase "fit as a butchers dog").


    Steve
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    • Profile picture of the author Jason_V
      Originally Posted by Steve The Copywriter View Post

      ...and if you would like to cough the name we would of course be enthralled...

      In case you can't - don't worry.

      it is a great idea and you can have a lot of fun doing it.

      A good one in the UK is for a dog food (they don't niche it by saying "this is for a certain breed, age etc.).

      They just call it "Butchers Dog" (again in the UK there is a well known phrase "fit as a butchers dog").


      Steve
      I thought marketers were supposed to stay away from Clichés
      Signature
      "When you do something exactly wrong, you always turn up something."
      -Andy Warhol
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    • Profile picture of the author Alex Cohen
      Very true Ewen. Naming is a powerful but often over-looked sales boosting technique.

      And it goes beyond product naming.

      Giving a name to a benefit or a technique can also make the prospect eager to buy.

      With naming, it's all about touching a mental anchor in the prospect's mind.

      Alex
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    • Profile picture of the author ewenmack
      Originally Posted by Steve The Copywriter View Post

      ...and if you would like to cough the name we would of course be enthralled...

      In case you can't - don't worry.

      Steve
      In my excitement I nearly did,
      then thought better of it.

      It's something worth trademarking.

      Thanks,
      Ewen
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  • Profile picture of the author Jason_V
    I was having a little trouble thinking of a concrete example of how this was actually used. Other than the example Steve had given above.

    If Ewen had given the name, would have helped. However, I understand why you didn't Ewen.

    Thanks to Adam providing a link in another thread, I found a fantastic example of this in action and the thought behind it, from arguably one of the best marketing minds in the world:

    7. When you know a client is dead wrong about a marketing opportunity, create a brand name that blows his mind!

    In the late 1970s, my agency acquired a new client, Stouffer’s frozen foods. At our "nuptial" dinner with Stouffer’s brass, I politely asked if they planned to go into diet gourmet frozen foods. They said diet foods were a back-burner item that required expensive ingredients, eeked out low profit margins, yada-yada. I pointed out that we were in the midst of an emerging health trend and more American women were working and it was incumbent on Stouffer’s to develop a quality product in response to the zeitgeist. They dismissed my appeal. I couldn’t sleep that night, chewed over their rejection of a diet/gourmet line of frozen foods, and eureka! … Lean Cuisine--a brand name that said everything that had to be said to describe the revolutionary product line. I sent the name pronto to the president of Stouffer’s. For once, the concept needed no "selling" on my part: "Lean" said thin, "Cuisine" said delicious. The CEO ate it up, and a new and dynamic marketing category was born.

    Sometimes all the "marketing" insight in the world can’t move a client, but the creation of a truly great brand name can become a billion-dollar idea!


    The link is: 10 Tips For Success From George Lois, The Original Mad Man | Co.Design: business + innovation + design


    I got the link from Adam's thread: http://www.warriorforum.com/copywrit...read-post.html
    Signature
    "When you do something exactly wrong, you always turn up something."
    -Andy Warhol
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    • Profile picture of the author mrdomains
      The expected benefits of a product name may not always pan out. Sometimes it depends on who the target is.

      Wowing the client will get you the $$ for your service.
      Wowing their customers will get them $$ and branding.

      A client who can handle a combination of both is a extremely rare find.

      Clients often have firm ideas about what a great brand / product name for their baby should look like. Getting them to accept the long-term $$ of tailoring terms for their customer eyes can be very hard work.

      I work with a guy who markets healthy food products specifically aimed at fat and lazy people (not the fitness crowd).

      Anything with the words healthy or green will WOW him bigtime and have him waving his CC in my face. He just doesn't get that his customers do not want to see either of those words on these products.

      He's a friend and I refuse to take his money, but his biz just ticks over on idle through bad advice from himself and a diverse flora of "consultants"
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      Free action plan : Think less. Do more.

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