Wait for target to do something... the you say to your friend "Hey target did that like a total x eh? Just like so and so!" *condescending laughter*
Friend: (laughing) "You are right! I knew there was something off and weird about the way he did it but I couldn't put my finger on it, but that's it!"
Target: "What are you talking about? What do you mean I am an x?"
Where x= any made up nasty sounding name. This could be carried out much more elaborately but you get the idea. The target will begin going through the stuff he is already self conscious of and try to determine what he did as he replays the things he thinks might be bad about him in his head (which gives them no choice but to feel it). The more friends you have in on it the stronger the reality. The point is that the word is meaningless except for the things the target gives it...which will be many as he tries to determine its meaning.
of course as with most of my spells they are always what you make of them... you could just as easily make someone project good things onto the name!
