Understand Your Buyer > How To Get Attention > Matryoshka Words
What is it?
Matryoshka Words are words that contain multiple words. It’s a reference to Russian Dolls – Matryoshka dolls. You can use them to seize attention with intelligent wordplay.
Why does it work?
It works because it catches the eye. In the picture, this company “serves ice” and is called “Service” – they achieve both statements in one hyphenated word which is clever and unusual. It’s the unusual nature of the word (a variation of The Bizarreness Effect) that causes us to notice it (and potentially share it with a friend.)
How can you use it?
This can be a very tricky thing to pull off. In the example above, ICE was the pivotal word that makes it work. Searching for words that start, end or contain ICE would have led them to realise that servICE ended in ICE.
The same will be true for you. What’s the pivotal word for you? It will be a defining word for your offering – and then search available words which contain that word to find all of the possible.
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