Written by: Vickie Sullivan | January 17, 2019
What Buyers Really Think About Your Clever Titles
Many thought leaders spent a lot of time thinking up cute titles and labels. I get it … it’s fun and creative. And it’s true: Buzzy words get that crack-like addictive hit of attention. The problem is most thought leaders (and their marketing gurus) stop there. They think the clever wordplay is enough.
It isn’t. If you don’t have something cool to back up that title, your buyers are disappointed and create these two narratives in their heads:
• One-hit wonder. Cool person, cool story but once is enough. I get it already. Next!
• Old wine in a new bottle. Wait, I’ve heard this before. This is just XXX (enter old idea) with a different analogy. This is just flavor of the month. Next!
The antidote: Pair those killer words with an equally intriguing definition. If you don’t explain or give context, the attention evaporates. Folks think, “Oh that’s nice” (or worse; see above) and quickly move on.
Listen: 2 Ways to Come Up with Great Definitions
In a crowded crazy marketplace, attention is fleeting. To turn initial “wow” into traction, we need that one-two punch – cool phrases that grab attention with equally intriguing “mental twist” that changes how your buyers see everything else.
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