Eric DeeranOne mission — help agency owners build businesses they actually love running.

When naming your "video method" you need to use words the prospect hasn't heard before

18 Apr 2025 · 0 min

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Short YouTube clip (April 18, 2025) by Eric Deeran advising marketers to use novel terminology when naming a "video method" or brand components so prospects won't apply existing preconceptions. The speaker warns that familiar words carry pre-existing connotations that cause prospects to mentally 'box' the offering and move on; instead aim for unfamiliar, curiosity-invoking names.

You want it to be kind of like a slippery slide where it's like, well, you know, what the heck is the visual build out? Like, what is a brand site survey? I've never heard of that before. I don't know what that is, right? So like Marketing101 is like, don't ever use words that they already have a pre existing connotation with, because then they're gonna, they're gonna just put you in a box and then move on, right?