What you call people – changes how they fundamentally interact with you.

If you don’t call them by anything – you loose connection with that person. If you call them by their name you start to form a connection.

But it can get more interesting when you give nicknames to that person.

You may call them an expert, a professional or a creative.

You may call them your college, your partner or your co-worker.

These may all mean the same thing but we must remember that different words mean different things to different people.

Be careful what you call someone: it can change how they act and how well you are connected to them.

People are always looking for escape routes.

Escape from their problems and their anxieties.

Or maybe just to escape from their current reality in hopes of going to a new place.

As marketers, we take them down these routes on a journey to change.

Show them the escape route and lead them down the path…