This morning, I showered, shaved, looked at myself squarely in the mirror, and said, “It’s time.”
I picked up a little plastic bottle, which had arrived by mail yesterday.
For the first time ever, I opened up the bottle and squeezed some of its contents onto my hand.
Out came a creamy white liquid, which is distinctly unwaterlike. I smiled at my own gullibility, and I rubbed the creamy white liquid all over my face.
The thing I bought and rubbed on my face is called “Fusion Water.” It promises 50 SPF, immediate absorption, and no stinging of the eyes. Pretty much, it’s a sunscreen like any other sunscreen.
And yet, a few days ago, as I walked around the city and saw an ad on an advertising column for this thing, I instantly decided to buy it.
I was sold by the “Water” in the name. I imagined something actually like water, cool, clear, not white or creamy, that I could splash on my face to protect myself against the Barcelona sun.
Sure, I knew deep down that “Fusion Water” is probably a sunscreen like any other. But that “Water” in the “Fusion Water” still sold me.
Another example:
After moving to Barcelona, I found that many people here are fans of the air fryer.
“Have you used one? It’s amazing! You should get one.”
I looked up what an air fryer is. It’s basically a small, stovetop convection oven.
But “Fry with air!” sounds much more appealing than “Bake without oil.”
The first brings to mind an image of crunchy and delicious French fries which are somehow good for you.
The second brings to mind the image of a lump of flavorless baked potato, and who cares whether that’s good for you or not.
So what’s in a name?
A lot. That which we call a rose, by any other name would NOT smell as sweet. Neither would “Fusion Water” be as appealing if it were called “Fusion Sun Cream.” Nor would “yet another stovetop oven” sell as well as an “air fryer.”
So think about names. Think about what your audience hates about your category of solution. Call your thing by a name for an entirely different category, which is blessedly free from the negative associations your audience might have with what you sell.
And on that note, I’d like to tell you about a unique digital tool that implants A-list copywriting skills into your brain.
This tool is called Copy Riddles, and one of the A-list copywriting skills it implants into your brain is precisely the skill of seductive names, which can make the sale before a prospect even knows anything about your offer.
For more information about this unique tool: