diff --git a/docs/client.rst b/docs/client.rst
index ee82f6b6..ef29f5f1 100644
--- a/docs/client.rst
+++ b/docs/client.rst
@@ -173,23 +173,23 @@ Using a command-line interface
 
 This section will illustrate how to run notebooks from your terminal. It supports the most basic use case. For more sophisticated execution options, consider the `papermill <https://pypi.org/project/papermill/>`_ library.
 
-This library's command line tool is available by running `jupyter execute`. It expects notebooks as input arguments and accepts optional flags to modify the default behavior.
+This library's command line tool is available by running `jupyter run`. It expects notebooks as input arguments and accepts optional flags to modify the default behavior.
 
 Running a notebook is this easy.::
 
-    jupyter execute notebook.ipynb
+    jupyter run notebook.ipynb
 
 You can pass more than one notebook as well.::
 
-    jupyter execute notebook.ipynb notebook2.ipynb
+    jupyter run notebook.ipynb notebook2.ipynb
 
 By default, notebook errors will be raised and printed into the terminal. You can suppress them by passing the ``--allow-errors`` flag.::
 
-    jupyter execute notebook.ipynb --allow-errors
+    jupyter run notebook.ipynb --allow-errors
 
 Other options allow you to modify the timeout length and dictate the kernel in use. A full set of options is available via the help command.::
 
-    jupyter execute --help
+    jupyter run --help
 
     An application used to execute notebook files (*.ipynb)
 
diff --git a/nbclient/cli.py b/nbclient/cli.py
index 02b3d20f..18f265c7 100644
--- a/nbclient/cli.py
+++ b/nbclient/cli.py
@@ -36,7 +36,7 @@ class NbClientApp(JupyterApp):
     """
 
     version = __version__
-    name = 'jupyter-execute'
+    name = 'jupyter-run'
     aliases = nbclient_aliases
     flags = nbclient_flags
 
@@ -106,7 +106,7 @@ def initialize(self, argv=None):
 
         # If there are none, throw an error
         if not self.notebooks:
-            print("jupyter-execute: error: expected path to notebook")
+            print(f"{self.name}: error: expected path to notebook")
             sys.exit(-1)
 
         # Loop and run them one by one
@@ -154,4 +154,17 @@ def run_notebook(self, notebook_path):
         client.execute()
 
 
-main = NbClientApp.launch_instance
+class NbClientAlias(NbClientApp):
+    """
+    An alias to the run command.
+    """
+    name = 'jupyter-execute'
+
+    @catch_config_error
+    def initialize(self, argv=None):
+        print("This alias to `jupyter run` may be deprecated in the future. Please switch to using `run`.")
+        super().initialize(argv)
+
+
+run = NbClientApp.launch_instance
+execute = NbClientAlias.launch_instance
diff --git a/setup.py b/setup.py
index dcf2824c..c575e045 100644
--- a/setup.py
+++ b/setup.py
@@ -59,7 +59,8 @@ def read_reqs(fname):
     extras_require=extras_require,
     entry_points={
         'console_scripts': [
-            'jupyter-execute = nbclient.cli:main',
+            'jupyter-run = nbclient.cli:run',
+            'jupyter-execute = nbclient.cli:execute',
         ],
     },
     project_urls={