Practical Sales Training™ > How To Get Attention > Matryoshka Words
What is it?
Matryoshka Words are words that contain multiple words. It’s a reference to Russian Dolls – Matryoshka dolls. You can use them to seize attention with intelligent wordplay.
Why does it work?
It works because it catches the eye. In the picture, this company “serves ice” and is called “Service” – they achieve both statements in one hyphenated word which is clever and unusual. It’s the unusual nature of the word (a variation of The Bizarreness Effect) that causes us to notice it (and potentially share it with a friend.)
How can you use it?
This can be a very tricky thing to pull off. In the example above, ICE was the pivotal word that makes it work. Searching for words that start, end or contain ICE would have led them to realise that servICE ended in ICE.
The same will be true for you. What’s the pivotal word for you? It will be a defining word for your offering – and then search available words which contain that word to find all of the possible.
Hypothetical Example:
A company that makes eco-friendly packaging could highlight the word “PLANET” within “comPLANETary” solutions – showing both their purpose and their product.
Another example might be a tech company that specializes in security using the name “InSURance”, visually emphasizing “SUR” to relate to “Secure.”
The cleverness of Matryoshka Words lies in their double meaning, as they blend creativity with context, making the brand name or slogan stand out and be remembered.
Tip:
To create your own Matryoshka Word, list key defining words for your offering (e.g., “ICE” for a dessert company or “FIT” for a fitness brand), then brainstorm or search for larger words that naturally contain your pivotal word. This approach works particularly well for logos, product names, and taglines.
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