One for salespeople that like wordplay.
Wannabe copywriters or those that feel they can outdo their marketing brethren relish the construct that is a portmanteau.
I note from the recent Time magazine double “answers” issue that the Americans prefer their own label to the French-derived. They call such neologisms blends.
A mash-up of two words to create a brand new one.
The joy is when your fresh invention ‘sticks’ and speeds around your world.
As the article pictured above mentions, frenemy, affluenza and bromance enter the dictionary with a bang.
So one question obviously crops up.
Is there such a blend that you can apply to an element of your prospect’s needs? One that sums up neatly where your product improves their lot? And which brings a smile to the face with cracking recall and gets adopted?
Make-up a new word in this fashion alongside your prospect, which then gets used by all involved, and you’re well on the way to generating your brand stamp and owning the bid.