Give your method a name people can repeat
People can’t recommend what they can’t name. Give your approach a name worth repeating.
You have a way of doing things: how you onboard clients, run research or ship. Right now it’s called “our process.” Nobody has ever told a friend about someone’s process.
When Brian Halligan and Dharmesh Shah started HubSpot in 2006, they needed a word for their approach: pull people in through search, social and blogging instead of interrupting them with ads and cold calls. Halligan coined “inbound marketing,” with outbound as the enemy. They didn’t trademark it, because they wanted everyone to use the term while HubSpot became the company best known for it. Halligan recalls people asking how to do “this thing they call inbound marketing.”
Name your method in two to four plain words that describe what it does. Use the name everywhere: site, posts, onboarding. Then explain it often enough that customers start saying it without you.
The example
- Instead of
- “Our proven, data-driven onboarding process”
- Try
- “The Day-One Teardown: we record a stranger signing up and fix the first three places they get stuck”
Before you flush
Give the thing you do differently a two-to-four-word name, then use it once in your bio and once on your homepage today.