Using a noun in place of a verb turns something from an action into an identity.

Example: being “someone who runs” vs. “a runner”

But…

> This won’t work if the noun you’re using sounds patronizing.
> > It probably also won’t work when the noun you’re using is polarizing.
> > And if you’re trying to encourage action, don’t use a noun that seems time consuming and costly.

When should you use it?

> for encouraging customers to cement their existing behavior.

Embrace the fandom, use nouns.