Keto...everywhere and all the time
Published: Thu, 08/31/17
WTH?
As you know, I'm an avid "bookie."
No, not that kind. Though it probably would have been a very good career choice...
I like books. And I like to share what I like with others.
Hence, my site, Free Book Search Club.
Today, when I was canvassing the "health & fitness" category on Amazon, nearly all the books on the first search results page were about "Keto."
What is keto, you may ask?
No idea. Well, I do, but I think it's a hyped up term for "low-carb diet."
And it's short for "ketogenic diet."
Seriously.
But it's the lexicon of the day for a weight-loss diet that consists of high protein, low carbs, and high fat.
Such a diet has had different names, all meaning essentially the same thing: Adkins, South Beach, low-carb, Paleo (I know there's a difference but as far as macro nutrients go, they are very similar).
Who cares, right?
Well, marketers care.
Why?
Market leaders create their own vocabulary.
It's true. Look at all the big brands. Look at the leaders in any industry. Their own lexicon. They force (maybe not intentionally) the adoption of keywords and phrases that market followers adopt.
Examples?
- Apple: Genius, iPod, iPhone, iPad
- Disney: Cast members, happiest place on earth
- Kleenex: Tissue you blow snot into
- Google: It's now a verb to mean use a search engine (ours) to find cat videos
- Companies who deal in "quality": They've taken statistical terms like "sigma" and turned it into a whole industry (six sigma), foreign terminology like Kaizen (Japanese for "improvement"), and many others...
Go to some industry events, and even though they seem to be speaking English (in most cases), they may as well be speaking Martian.
You feel me?
Any way, if you want to lead a market, even if very small (in fact, the "nichier" the better), start creating your own lexicon. You may be surprised to find others using your terms after a while.
To today's book finds, including those "keto" books that sparked this email:
Make it a great day!
Bill
Disclaimer: Some links I mention in my emails are to resources where I'm an affiliate. When you click and decide to buy, I earn a commission. I'm proud to recommend those resources I've purchased, reviewed, or personally use. You should always perform your own due diligence before buying from anyone via the Internet or offline.