What’s In a Name, Part 3

One thing that interests me about marketing is that so much of it involves psychology, which I find fascinating. Being a student of psychology definitely will aid you in your marketing.

I’m sure many have heard the coffee comparison example:

Essentially, that people will pay many times more for a cup of coffee at Starbucks than they would for the same coffee at 7-11.

A lot of that has to do with the “experience” of getting coffee at Starbucks, which might include (among others):

  • more quality coffee (real or perceived)
  • better tasting coffee (real or perceived)
  • hip/comfortable atmosphere
  • place to hang-out, to see and be seen
  • status

All of this is related in many ways to “connotation,” which is the underlying (conscious and subconcious) thoughts, feelings, perceptions, prejudices and preconceived ideas and associations that are conjured up and evoked from a word, term or experience.

Just as context, environs and experience have much to do with how people buy and the perceptions they bring to the table, the words and terms you use in your marketing are relevant in this respect as well.

While some lofty, high-minded conversation about your title should NEVER be part of your marketing message nor your conversation with clients, the term, title and brand words you use to identify yourself to clients does matter. It will evoke certain perceptions and understanding (or misunderstandings as the case may be) in your potential clients.

You can make things easier and work more in your favor or more difficult (paddling upstream) all depending on the words and terms you use.

For more on this topic, see these blog categories as well:

What’s In a Name?

Why We Stopped Calling Ourselves Virtual Assistants

5 Responses

  1. Stephanie says:

    Great post Danielle – and I also think it makes a huge difference in your self-esteem as well. Having a title that truly fits your expertise and further explains what you are really in business to do automatically boosts your marketing mind-set (at least it did for me).

  2. I agree!

    I could never really utter the words “virtual assistant” with any confidence (in fact, always felt sheepish because it sounded so stupid). I never led with my term anyway, but still, people need a mental “coat hook” that a title/term gives them in which to categorize your business and the work you do. I tried for years to make the term feel good (fought for the term, in fact!), but it just never did. Once I abandoned it completely and moved on to Administrative Consultant, I instantly stood a little straighter, so to speak. I finally felt a term that matched how I viewed myself in my business. I am far more proud to be an Administrative Consultant and that definitely helps in conversations.

  3. Jess Green says:

    This is something I have been thinking about lately. I’m currently labelling myself as a Virtual Assistant but I also offer project management, social media management along with some other things so thinking more along the lines of business consultant. Need to have a bit more of a think about it!

  4. Faye says:

    Hi there, I’m new here and have been browsing through your blog.

    I have not yet started my business, I am just now starting my business plan. I was really struggling with the term “virtual assistant” because to me (my opinion only of course) it sounds cheap.

    I went with the term “Administrative Advocate” in my business tagline. I love it!

  5. That’s a fantastic tagline, Faye!

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