7 Perfect Words for Marketers

I love words. Using the mot juste (right word) is essential to avoid losing meaning, as we often do with overused words like “amazing.” Here are seven impactful words that every marketer can incorporate to create meaningful, memorable messaging.

Cathect (verb)

Definition: to invest with mental or emotional energy

In today’s saturated market, people won’t cathect to a message unless it’s unique and meaningful.

Inculcate (verb)

Definition: to teach and impress by frequent repetitions or admonitions

Marketers need to inculcate their ideas to ensure they’re memorable, reinforcing messages to build recognition over time.

Grok (verb)

Definition: to understand profoundly and intuitively

If we deeply understand our audience, they will grok our message, resonating on an intuitive level.

Frisson (noun)

Definition: a brief moment of emotional excitement

Great marketing creates frisson—those moments of excitement where the message resonates emotionally with the audience.

Promulgate (verb)

Definition: to make (an idea, belief, etc.) known to many people by open declaration

For a message to be effective, it must be promulgated clearly to avoid misunderstandings.

Ersatz (adjective)

Definition: being a usually artificial and inferior substitute or imitation

In a crowded market, an ersatz solution may win temporarily, but authentic messaging builds lasting relationships.

Coterie (noun)

Definition: an intimate and often exclusive group of persons with a unifying common interest or purpose

Marketers often target a coterie, or niche audience, rather than a broad one, allowing for deeper connections.