Practical Sales Training™ > How to connect with your buyer > The Verb Effect
What is it?
The Verb Effect is all about using your brand name as an action (verb).
Why does it work?
It works because it means your buyers and potential buyers will reference your offering by name and have a deeper connection to it than a simple brand name.
We don’t search, we Google. We don’t Dyson, we Hoover. We don’t photocopy, we XEROX. You will already be using brand names as verbs in your life and these companies benefit greatly from the resulting familiarity and Propinquity.
How can you use it?
Achieving brand name verb status is possible in one of two ways:
- You are the first mover in a space and as such “define” the “thing” that you do.
- You are the market leader in a space and through your sheer volume of clients and your profile.
It comes down to being eponymous. If your brand name doesn’t become a verb then it can always become eponymous – “the thing” for example Clear Sales Message has become “the name” for having a commercially viable sales message that anyone can understand.
Remember – The Burden of Proof is on you to educate the market to use your brand name as a verb.
Example
In this Christmas advert, David Beckham is advertising Ninja food processing products and the brand name “Ninja” is used as a verb to imply that if you “Ninja” the holidays, you are beating them/mastering them/aren’t overwhelmed by them.
Clever stuff.
See also
