Written by: Vickie Sullivan | August 22, 2013
When Pretty Words Won’t Work
Had lunch with one of my favorite people. She just got back from a workshop taught by an amazing word smith who came up with a killer title for her book and platform. She was so excited. I didn’t have the heart to tell her why that clever name wouldn’t work.
So I’m telling all of you. Her wording for the women’s market is sassy and compelling. The problem: it doesn’t appeal to her best buyers. She’s going after a segment of that market that will see that “sassiness” and roll their eyes. The pretty words that “positioning expert” gave her is more suited for a broader, mass market appeal. It’s suited for a business model very different from hers.
Moral of the story: pretty words only work if they appeal to your best buyers. They not only have to be clever but also fit the mindset. Clever articulation without strategy is like throwing a high-end cocktail party in a dive bar. Your best buyers will walk in, gasp, and walk out.
Author : Vickie Sullivan
Published: 2013-09-03 11:17:27
Sassy isn't one of my favorite words either. But then I'm not too much of a girly girl. It's the best word to describe her title though. As far as women's books, to each their own. I read books for both genders too.
Author : Diana Schneidman
Published: 2013-09-03 10:42:21
Vickie, I hate the word “sassy.” “The View” pops into my mind. I have an even greater problem with books that are niched specifically to women unless I can see a valid reason for it. Like a book on dealing with menopause. I am suspicious of women-aimed books. What’s in the male version that I’m not smart enough to handle? -d