Breakfast Cookies, Niche Markets and The Right Words

What’s in a name? I mean, really. The poet says, “A rose by any other name would smell as sweet.” Names are words and words are just…words. Or are they?

Names…what we call things…have an inherent power that can directly effect results and outcomes.

They are labels with meanings that and can and do trigger emotions.

Historically, names have been given to people…and taken away…when circumstances or visions might dictate.

But this concept goes beyond people, tribes and cultures.

Consider the name(s) given to what it is you happen to be selling and how that relates to your niche market(s).

One of my favorite websites, I Love Marketing.com, (Joe Polish and Dean Jackson’s collaborative podcast) has more than one episode recorded at Café Latte, one of Dean’s favorite Florida hangouts. Their story about the café’s popular “Breakfast Cookie” is a prime example of how naming our products effectively can make a real difference.

In a recorded interview, Kristi, the inventor of the home-baked scrumptious-ness, shares how a conversation with one of her customers gave birth to the name. She says her customers “wanted a reason to buy cookies for breakfast.”

Kristi also recognized that customers would not want to purchase a breakfast cookie with their lunch in the afternoon, so she wisely made a second sign which changes the name to “Freshly Baked Homemade Cookie” when breakfast is over.

Same product, two different niches served…just by changing the name her cookies were called. Brilliant.

Think about it. A well-chosen word, whether labeling your products and services, or in your articles, emails and headlines, can be the difference between getting the attention of your target market and them passing you by, unnoticed.

David Ogilvy, notable advertising executive and the man Time called “the most sought-after wizard in today’s advertising industry” in 1962, was known for stressing the importance of words in copy writing and advertising. Contrary to the cliché, Ogilvy maintained that WHAT you said was much more important than HOW you said it.

Using the breakfast cookie as an example, we all know that eating right is important, and Kristi’s customers, wanted a reason…a justification, really… to eat a cookie for breakfast. Plus, the lunch crowd wanted something wholesome comforting for desert. Using words like “freshly baked” and “homemade” triggered something familiar in them. The right words…WHAT she said, not HOW… made her customers happy and caused her cookie sales to increase.

Words paint pictures in our heads and trigger emotions, often without our even realizing it and effective ad copy, whether written or spoken, makes use of words that speak to what your customers WANT rather than what we might think they need.

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