Half & Half Words: Sam Horn's Technique for Creating the Perfect Title, Tagline, Positioning

"The best way to corner a niche is to create a niche. And the best way to create a niche is to coin your own word." - Sam Horn

A Harvard medical professor got in touch in 2020 to say he was concerned about people not wearing masks. He was a fan of POP! and asked if I had any ideas for slogans that might get across the seriousness of the risks.

I emailed him to suggest, "MaskIt or Casket."

I know it's rather draconian, but so were the effects of contracting COVID.

Are you searching for a title or tagline for your idea, product or service?

These tips from my POP! book can help you coin a NERD - a New Word - that helps what you care about stand out and get noticed - for all the right reasons.

Here are some examples so you can see for yourself that crafting a first-of-its-kind phrase-that-pays isn't petty, it's pivotal. It's not word play, it's word profits.

9 NERDS - New Words - That Created a a Bottom-Line ROI

1.Diabesity:?Dr. Francine Kaufman’s term for the epidemic of Type 2 Diabetes that is triggered by obesity landed her a 6-figure book deal, national speaking engagements and high-profile media interviews that catapulted her career.

2. Snuba:??It’s half snorkel and half scuba. This is what I call a "half-and-half word" that created a new multi-million dollar industry.

3. Freakonomincs:??Are you going to run right out and buy the latest tome on economics??Probably not.?But authors Dubner and Levy turned their concept into an?international brand?by giving it a clever name that made it appealing to the masses instead of only financial wizards.

4.?A.W. Shucks:?What else would you call an oyster bar in Charleston, SC?

5. Yappy Hour:??The Holiday Inn in Alexandria, VA?had lines out the door and received millions?of dollars of?free press coverage due to its innovative “petworking” opportunities for dogs and their owners.

6. Geek2Geek.com:??Think?Match.com?for pocket protector types.?The creative personal ads - for example, “Tall, dork and handsome" - helped take this viral.

7. ?Tongue Fu!?:??I admit, I’m partial to this coined word because I’ve been able to trademark?it, and can merchandise and monetize it in perpetuity.

8. Java Jacket:?You can’t build a business around an unpronounceable name. Jay Sorenson turned “cardboard insulating sleeves” into this alliterative, fun-to-say name which cornered the market.

9. Ciao Mein:?A fun name for a fusion restaurant featuring Italian/Chinese food.?And how about this Hawaiian name for a Thai place ... Taj Mahalo?

In case you’re thinking, “Okay, these are clever names.?Big deal.”

You're right, it IS a big deal. Coining a first-of-its-kind phrase-that-pays is a deal-maker or a deal-breaker.

ALL of these names helped their products and services get noticed and remembered. Several generated millions for their organizations.

In fact, Jay Sorenson of Java Jackets says, “Customers who meant to call our competitors actually end up calling us because they can’t remember my competitors’ name.”

If you want your titles and taglines to stand out, they've got to pass?The Eyebrow Test?? What’s that? It’s a technique I created to test the commercial viability of a brand name, title, tagline or positioning in 30 seconds or less.

Simply tell someone your proposed name and watch their eyebrows.

Do their eyebrows crunch up??That means they’re confused. And confused people don't say yes.

Do their eyebrows not move? That means they’re unmoved - or they’ve had Botox. (Smile.)

Do their eyebrows go up??That's good news because it means they want to know more - which means you just got your offering in their mental door.

So, what is something you?care about? If you want?other people?to care about it too, invest the time to give it a intriguing name that helps it POP! out of its pack.

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Sam Horn, CEO of the Intrigue Agency,?3x TEDx speaker and author of 10 books - including?POP!, Got Your Attention?, SOMEDAY is Not a Day in the Week, and Talking on Eggshells. Want to consult with Sam to create a unique message?