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Everybody Say “Okurrr:” How to Become a Category Killer and Eliminate All Competition

So, what makes Cardi B, Cardi B?

Depending on who you ask, it’s a question with a bunch of answers, (and, in case you’re wondering — Cardi B is a singer and rapper who has taken the world by storm).   

Some people might talk about Cardi’s “take no prisoners” attitude or her remarkable rags to riches story or her eyebrow-raising song lyrics, but here’s my take… 

Love her or hate her, people can’t stop talking about her and that’s because when it comes to branding and marketing, Cardi B is a freakin’ genius.

Are you Okurrr?

If you know Cardi B, you’ve probably heard her say the word, “okurrr.” 

Basically it’s something she came up with and it’s her alternate for “okay” (check out this video to hear her say it):

Cardi even tried to trademark “okurrr” (her application was denied, but that’s beside the point). 

What matters is her audience — her fans and followers — are beyond excited about her word.

And the more they associate “okurrr” with Cardi B, the more they say it and listen to her say it, the more attention she gets and this leads to more curiosity and more people wanting to know her and her work as an artist.

In his brilliant book “Don’t Think About the Elephant,” George Lakoff explains how political parties win elections through clever language, positioning and framing, just like Cardi B.

He talks about how the party or the candidate who frames the debate and comes up with the catchy terms, phrases and language that everyone uses, is the one who ultimately wins the race.

So I happen to know that working with language and framing — including creating unique terms and phrases and coming up with signature systems and methodologies — can also help you win big in business. 

We’ve done all of that at Live Your Message and we’ve seen extraordinary results in terms of impact and income…

Not just once or twice, but again and again.

How to Create a Category Killer

 You might have heard of the Experience Product Masterclass or EPM. 

It’s our blockbuster, bestselling program here at Live Your Message and it’s where I show entrepreneurs how to create and market their Experience Product from scratch, whether that happens to be a 1:1 coaching, consulting or service package; a small group program or mastermind; or an online course, a training or a program.

 The thing that makes an Experience Product® great, the thing that sets it apart and puts it above every other type of online product is this…

Experience Products are designed to be super addictive so people don’t just start your course or training or program — they actually finish it!

So while everyone else is teaching you how to launch a profitable online program, I’m focused on teaching you how to launch a profitable online program that gets 10-30x more students, clients and customers to engage and get results. 

And I’ve named (and trademarked) the process.  

Experience Products® are now an integral part of our unique tribal language here at Live Your Message, but it’s not the only unique term.

If you’ve been following me for a while you might have heard me talk about the Blue Sky Stage of business growth or Call Me, List Build or Authority, plus the different kinds of websites that match each of these phases.

The entire LYM tribe loves using these words when they talk about their business so what we’ve done is we’ve reframed the entire conversation around online business growth and info product creation. 

Think about it…

No one else is talking about a Call Me business or teaching about designing an Experience Product.

And so we’ve become a “category killer” and we’ve created a blue ocean around what we do and what we offer here at LYM.

No More Half-A$$ing It 

The age of half a$$-ing it online — where you try to make a lot of money with a so-so marketing campaign or a product or program that doesn’t really deliver — is well and truly over.

Right now, ONLY the best ideas, the best products, the best marketing, and the best delivery gets people to buy and in my opinion, that’s exactly as it should be.

And I teach my students that the first step to creating a category killer of your own is creating and naming your signature systems and methodologies, and coming up with unique concepts and language so you can really stand out from everybody else in your niche and your industry.

This is known as How Marketing where you’re not just telling people what to do but exactly how to do it in a way that no one else does.

Look closely and you’ll see “how marketing” at work for some of the biggest names online.

For instance, there’s The Ask Method by Ryan Levesque, Bright Line Eating by Susan Pierce Thompson, and the Product Launch Formula by Jeff Walker.

These concepts are some of the best examples of the power of “how marketing”…

Every single one is a category killer because they’re built around unique systems, methodologies and language. 

It’s the ONLY Way to Win

What I’m seeing right now is that “how marketing” is the only way to go if you’re serious about building a successful, profitable business that continues to survive and thrive today, tomorrow and for a long time to come.

 The truth is that people are tired of online marketers and entrepreneurs making these big, empty claims and crazy promises they just can’t keep.

And very few have proof as to how they’re going to get their customers to the outcome they promise. 

But when you apply “how marketing” to your business, you’ll take the time to develop your own proprietary signature systems and language.

You’ll get to show your audience exactly how you’ll take them to the outcome they’re looking for in a way that no one else can and you’ll win because you’re delivering on your promises and you’re making a real difference.

 And, in my book, that’s the ONLY way to win 🙂

Now it’s your turn

What’s a name, term or phrase that’s got your attention and got you following, subscribing and maybe even buying?

Or maybe you’d like to share some of the unique terms or names in your business?

Don’t be shy… share in the comments! I read and reply to each one 🙂

Love it? Hate it? Let me know...

  1. Janine Gregor Avatar
    Janine Gregor

    Hi Marisa,

    I can think of a few unique titles and names:

    VA Matchmaker (my title)

    My team building packages:

    VA for Life
    The Dream Team Package
    A-Team Package

    The “shortest woman in marketing” helped me with these titles and names. 🤗

    I am truly grateful. It’s what people remember about my business even if they don’t even know my name.


    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      These are great names Janine!

  2. Alexis Spacciante Avatar
    Alexis Spacciante

    I love it.

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd


  3. Aaron Gladstone Avatar
    Aaron Gladstone

    Really appreciate the language, words and intent you use to inspire others in ur messages. Let’s collaborate and look forward to talkinh more. Who set the world on fire? It was US who set the world on fire!

    1. Marisa Murgatroyd Avatar
      Marisa Murgatroyd

      Thanks Aaron! Yes to setting the world on fire… <3

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