Understand Your Buyer> How To Get Attention> The Made-Up Word Effect

What is it?

The Made-up Word Effect is all about making up new words and phrases to associate with your offering.

 

Why does it work?

It works because of the novelty factor. It also works because it creates an air of exclusivity and an identity for those “in the know”. A made-up word or phrase can convey ideas, emotions and feelings that regular language is incapable of.

 

How can you use it?

Depending on your offering,  could you create a word or phrase that reflects the circumstances of someone using your product or service? Whether it’s “Peely Peely” for McDonald’s Monopoly or “Dilly Dilly” for Budweiser.

What emotions or positive feelings does your offering provide? Could they be encapsulated in a new word or phrase?

“Dilly Dilly” from Budweiser is explained in more detail here:

 

 

See also

• The Rename Effect
• Family of names
• Named Behaviour

 

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