Want to Get Noticed? Coin a New Word

In these challenging times, many people are getting entrepreneurial and creating new businesses, products and services to meet the needs caused by Covid19.

A Harvard medical professor got in touch with me months ago to say he was concerned that people were being too casual about wearing masks. He was a fan of POP! and asked if I had any ideas for slogans or taglines that might get across the seriousness of the danger. I brainstormed it overnight and then emailed him the next day with ... "Maskit or Casket."

I know it's rather draconian - but then, so are the effects of contracting the virus.

He thanked me, and got back in touch last week to say he's seeing that hashtag everywhere.

How about you? Are you searching for a name for your new business, product or service?

The good news is, you don't have to pay tens of thousands of dollars to a naming expert to come up with a one-of-a-kind name that POPs. All you need are the techniques from my POP! book that can help you coin a NERD - a NEW WORD - that helps it stand out.

Here are a few favorites so you can see how this works. Then, I'll share a way to test your NERD to see if it's commercially viable and will give you a compelling competitive edge.

12 New Words That Gave Their Creators a Competitive Edge

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 and this phenomenon into the spotlight.

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 and opened up the oceans to people who didn't have to be certified to explore their reefs and underwater treasures.

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 – movies, international blogs,?consulting contracts –?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.?YOUmanity:??Aviva came up with an?ideal name for their “chain of kindness” philanthropy campaign.

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

8.?SerenDestiny?:??Okay, I admit it, I’m partial to this coined word because, like Tongue Fu!?, I’ve been able to trademark?it, which means?I get paid to speak on it, and it can be?merchandised and monetized in perpetuity. Check out the website if you're curious.

9. Java Jacket:?You can’t build a business around a complicated name. If people can’t repeat you name, it means they didn’t get your name, which means you won’t get their business. Jay Sorenson understood this and gave those “cardboard insulating sleeves” you put around a cup of coffee so you don't burn your fingers a fun-to-say-and-easy-to-remember name.

10. Revenew:??You’ve heard of Spell Check??This is a fantastic example of a POP! technique called?Spell Chuck.?Chuck the normal spelling of a word and come up with your own original spelling that helps it pop out of its pack of competitors.?

11. Tiecoon:??This shop in NYC’s Penn Station stopped me in my tracks and motivated me to snap a photo.?Which is the point.?If it’d been named Bob’s?ties, I would have walked on by and not even noticed it.??Does your name stop people at hello?

12. CiaoMein:?Now that's a fun name for a fusion restaurant featuring Italian and Chinese food.?And how about this eye-catching Hawaiian name for a Thai place ... TajMahalo?

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

Actually, it IS a big deal. Coining a name that helps your offering pop out is not petty, it’s pivotal. It is not wordplay, it is wordcash.

ALL of these names have helped their products, businesses or services get noticed, get remembered and get rich. Several?have generated millions of dollars for their owners.

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.”

Please understand: you can have a valuable product or organization, but if it has a complicated name, it may never see the light of day.

Even if it does see the light of day, it may soon be out-of-sight, out-of-mind … because if people can’t remember your name, they can't search for it, recommend it or buy it.

If you want your offering to stand out for all the right reasons, it’s got to pass?The Eyebrow Test??What’s that?

It’s a way to test the catchiness of your offering's name in 6 seconds.

Simply tell someone – ideally a prospective customer, investor or client – your proposed name and watch their eyebrows.

Do their eyebrows crunch up??That means they’re confused. And confused people don't say yes - and they don't ask for an explanation or more information.

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’re curious, they want to know more - which means you just got what you care about in their mental front door.

So, what is something you?care about?

If you want?other people?to care about it too, give it a name that gives it a chance.

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Announcing our 2021 POP! Hall of Fame. What's a business name, book title, ad slogan, or marketing campaign that got your attention this year? Nominate it by Dec. 1. Winning entries receive an autographed copy of their favorite Sam Horn book.