What’s in a name? Apparently a lot, if it’s yours. |
One thing about people: we really like ourselves.
We enjoy our own company and, by extension, we’re drawn to other people and things that are familiar and remind us of ourselves. Different people and ideas, by contrast, tend to cause us anxiety and we need some time to adapt.
Well, according to article in the New York Times, this positive association with all things that are “us” extends to our names…and even to the letters in our names. There’s even a label for this dynamic: the name-letter effect.
People feel a kinship with their namesakes, Googling them regularly. The article notes studies suggesting that “Johnsons are more likely to wed Johnsons, women named Virginia are more likely to live in (and move to) Virginia, and people whose surname is Lane tend to have addresses that include the word ‘lane,’ not ‘street.’”
It’s a nutty concept (dare I say “irrational?”), but there is evidence to support it. So what do we take away from it?
Just this: when you’re dealing with prospects and customers, keep in mind that they may not be looking for the next, best, cutting-edge thing. Often we want something familiar, something that isn’t about “new,” but rather about comfort, that connects back to who we already are.
In other words: save the pizzazz, and give them what they already know.
