Smart Marketing Strategy: Coin Your Own Words

Remember the movie Mary Poppins? That was the film that put the word “Supercalifragilisticexpealidocious” on the map. It was a marketing gimmick that worked. That word is still in our lexicon.

If you’re a smart marketer, you’d be wise to follow that example and make up your own new words to advertise and market your product or service. For instance, Apple has just started to advertise its new iPod Touch, claiming that it is “Engineered for Maximum Funness.”

Funness? It seems that the word “fun” has been extrapolated, and marketers are working overtime to find words and ideas that will be remembered. And I must say, more often than not, those gimmicky new words succeed in getting the marketer’s point across to new and potential customers.

As a Boston marketing consultant and copywriter, I tell everyone that marketing is the art of making yourself memorable. Coining your own words can be very successful.

Advertisers and marketers have been playing with words for a long time. I remember a milk campaign with tennis Star Chrissy Evert, in which she proclaimed the milk’s inherent “goodness.” Here, the word “good” was used in a way that would have typically been used for a Catholic saint.

Do you remember the Snickers ad campaign from 2009? They launched a successful ad campaign, with made-up words, and advertised just one of these words per taxicab in New York City, in a sign affixed to the cab’s roof. I thought it was brilliant. You would have discovered that Snickers was the cure for “hungerectomy,” and that the snack was “satisfectellent.”

I myself coined a special word when I debuted my bestselling book, The Globetrotter’s Get-Gorgeous Guide. Taking my cue from the word “fashionista,” I wanted to address all women who were beauty junkies. Hence my own new word: “beauty-ista.”

Here’s my favorite headline, which gets right to the point. The Onion used it in a story about Frito-Lay: “Fritolaysia Cuts Off Chiplomatic Relations with Snakistan.”

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