Can-do-ologist: Creating Your Own Marketing Language

by Diane Holmes, Marketing-Zone: Marketing Yourself and Your Book, founder of Pitch University.

How I found a Can-do-ologist

Okay, so I was over at Bliss Habits, minding my own business, and wham-o.  I just accidentally stumbled across (the word is procrastination, people) an amazingly cool event that is Happening. Right. Now.

The World’s Biggest Summit is a totally free conference that features 100+ teachers speaking on topics of… Health, Wealth, Spirituality, Creativity, Business.

With people like SARK, Julia Cameron, and Danielle LaPorte, we’re talking Writing and Creativity heaven, people!

As I scanned all the graphics at the very bottom (the sponsors, ‘cause I was procrastinating, as previously noted), my eye stopped on one simple graphic: Marissa Bracke: Can-do-ologist.

I was struck by the simplicity and power of making up your own marketing language that captures who you are and what you do.   Heck, I was even jealous.

One extraordinary, made-up word.

Instant understanding.

Ordinary Words Used to Create Extraordinary Meaning

Nike did it.  And they didn’t even have to invent a new word. They just put 3 simple words together and then showed  us in images and story the sheer magnificence of a human who embraces the Just Do It motto. (Nike case study here.)

If you watch the USA network, you know that what they do is showcase stories about well-written, interesting characters.  Their Characters Wanted campaign has turned into a film project and a nonprofit effort (Characters Unite) to “use your differences to make a difference.

Both of these examples show you how companies created a new language with existing words.

Today, when we say, “Just do it,” to a friend, we’re tapping into a language of meaning that Nike was nice enough to give us.

We mean get sweaty, use your muscles until they burn, and never, ever give up, because we are fierce and capable of greatness.

How’s that for 3 simple words?

But sometimes you need new words.  Words that don’t yet exist.

That’s what Marissa decided to do.  She created her own word for who she is and what she does.

And she tapped into the world of meaning behind being a “can do” type of person, someone who is darn smart (one of those “ologists”), and someone who rocks success.


So, here’s my question:  If you had to make up a word to describe yourself and what you do, what would your word be?

Further reading:

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Diane writes two columns for Freelance-Zone: Fiction-Zone: Leaps in Fiction Mastery and Marketing-Zone:Marketing-Zone: Marketing Yourself and Your Book.

She’s the Founder and Chief Alchemist of Pitch University