How you describe your product, business, and employees is how customers will treat you. For example Subway calls their employees “Sandwich Artists”. The word “Artist” significantly changes my perception of the sandwich I am receiving… I no longer feel that I’m eating something that has been re-heated. It is sandwich that has been perfectly crafted for me.
Apple’s “Genius” Bar
Apple is another company that does a great job. In every Apple store there is a “Genius Bar”. They could have easily called this “Tech Support” but they decided not to. When I think about the words “Tech Support” I usually think of unhelpful frustrating call centers. With the words “Genius Bar” I don’t feel bad waiting up to an hour to meet with a “Genius”.
The “Smart” Car
How you name your product can go a long way as well. For example let’s think about the “Smart Car”. The tiny and efficient Smart Car launched (1998) at a time when gas was cheap and SUV’s were the must-have car. By calling their car “Smart” they were able to brand themselves as a “Smart” choice and automatically neglect any naysay over not wanting a big SUV car.
Quick Tips on How to Sound Amazing
1. Don’t use terms that already have a negative connotation to them. For example phrases like call center, sales person, or bulk mail. Use your gut instincts here if you don’t like the way it makes you feel, don’t use it.
2. Use action words that prompt your customers to do feel something. For example use the word “Win” instead of “Contest” if you are running a promotion.
3. Use words that strike an emotion. Here are a few examples:
- “Geek Squad” – I want a nerd fixing my computer, they know what they are doing
- “Vitamin Water” – I want to be healthier
- “AquaFresh” – I want my mouth to feel fresh after brushing my teeth
More tips from Rishi are available on his blog at GettingMoreAwesome.com. You can sign up for his newsletter here if you want to learn how to get more paying customers and receive his eBook “10 Paying Customers in 10 Days” for free.