Interview with Jay Heinrichs author Word Hero

Why Should Words Only Be For Word Nerds?

Why Should Words Only Be For Word Nerds?

By John Jantsch

Marketing podcast with Jay Heinrichs (Click to play or right-click and “Save As” to download – Subscribe now via iTunes or subscribe via other RSS device (Google Listen)

My guest for this week’s episode of the Duct Tape Marketing podcast is Jay Heinrichs. Some of you might recognize that name as his byline appears monthly in Southwest Airline’s Spirit magazine. He is also the curator of a wickedly funny web site called Figarospeech and author of Word Hero: A Fiendishly Clever Guide to Crafting the Lines that Get Laughs, Go Viral, and Live Forever

Words are such an important aspect of branding a small business that the right one or two words can completely define what a business stands for.

The choice of words Duct Tape Marketing as the name of my business immediately created a phrase that was both memorable and evocative, but also tapped a positive association people have with all things duct tape. That’s the power behind what Heinrich preaches in Word Hero.

Carefully choosing memorable words allows you to simply brand a product or frame an issue. Word Hero is a tremendous guide for anyone preparing a speech, creating a product, starting a company or trying to get an idea across.

In the book we meet a language device called a trope. Metaphors and similes are the most well-known members of the trope family. Business owners can use what Heinrich calls a belonging trope to create memorable symbols that can help them label or brand projects. He uses the term “shovel ready” as an example of term that is both evocative and memorable while not being necessarily poetic.

Strong words are filed away with three memory keepers – pictures, sounds and associations.

Don’t Mess With Texas slogan is a great example of a pun that turned into a powerful symbol of Texas independence and associated “don’t litter” with a macho kind way of life.

The book is filled with techniques, tools and devices that can help you craft memorable words.

You can listen to the show by subscribing the feed in iTunes or a variety of other free services such as Google Listen (Use this RSS feed) or you can buy the Duct Tape Marketing iPhone app. (iTunes link – Cost is $2.99) or


Podcast
Why It’s Time to Embrace a Real CRM Tool for Your Business
Using a spreadsheet or index cards to manage your clients may make sense when you’re first starting out: there aren’t that many to keep track of, and the clients you do have don’t have a long history with your business. However, as time goes on, your client list grows, your track record with existing clients […]
Podcast
Why You Should Focus on Designing an SEO-Friendly Website (And How to Do It)
Your website is the heart of your online marketing efforts. So it stands to reason that it should be built with marketing, rather than aesthetics, in mind. Yes, there is something to be said for having an appealing website, and you should certainly aim to design one that has both form and function. But the […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Grab 7 Steps To Marketing Success

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!
x