The craftsman and the artist say, “Here, I made this.” The workingman is asked to follow instructions. - Seth Godin

A slogan that accurately conveys the essence of your Purple Cow is a script. A script for the sneezer to use when she talks with her friends. The slogan reminds the user, “Here’s why it’s worth recommending us; here’s why your friends and colleagues will be glad you told them about us.” And best of all, the script guarantees that the word of mouth is passed on properly – that the prospect is coming to you for the right reason.

The reason you might choose to embrace the artist within you now is that this is the path to (cue the ironic music) security.

When Pat Holt strings together a list of words not to overuse — “Actually, totally, absolutely, completely, continually, constantly, continuously, literally, really, unfortunately, ironically, incredibly, hopefully, finally” — she’s not being a stickler for formality and grammar. Instead she’s reminding us that words matter, that poor word use is just a red flag for someone who wants to ignore you.