Tom Orbach

This marketing essay introduces a powerful technique called 'Identity Marketing,' which involves adding the suffix 'er' to words to transform actions into identities. By framing tasks as identities (e.g., 'helper' instead of 'help'), people are more inclined to engage because it aligns with how they want to perceive themselves. The essay also suggests using emojis in social media names to reinforce a sense of community and shared identity. Overall, the concept leverages psychological principles to encourage desired behaviors and foster loyalty.