What is it?
When you name a behaviour your client is experiencing, you demonstrate understanding which is essential to them knowing you can help them.
Why does it work?
It works because if you can define the problems you solve and define the problem I am facing better than I can (by having a clever name for it) then you win.
How can you use it?
There are a few ways to do it. The main thing you need is for people to instantly understand your point. If you create a word
- Portmanteau – combine two words together – House + Embarrassment = Housebarrassment
- The xxx Effect – Throughout much of my methodology, I’ve coined terms for behaviours and situations that otherwise didn’t exist.
- Find ACTUAL terms – Sometimes the word already exists, it’s just not known. For example if you communicate your message with only imagery and no words – it’s called semiotics.
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