Naming your Business

In my email recently I received this bit of advice:

Hey Scott,

I don't think I've spoken about this too much, but Lord knows I
sure give loads of advice about it in my consulting practice,
so let's get on the stick.

People often get stuck on naming their business right. The
problem is, for some reason people have loads of personal
vesting in the name of their company -- they feel the name
should somehow personally identify with themselves.

That by naming the business after yourself, it shows you have
pride in what you do, and this is going to be communicated to
your prospects. (Hint: If you hit them over the head with a
sledge hammer, they could still care less about your company's
name.)

You know, the integrity you have, the pride of ownership you
take when you put your name on something -- all that mushy
stuff.

But see, here's why this doesn't work. All that mushy stuff
only matters to you, no one else.

Your prospect isn't sitting there thinking, "Oh, since Craig
named his company after himself, it means he's got a great work
ethic and loads of integrity."

In fact, if the name of your company is something like, "Craig
Garber and Associates," you're not even a blip on their radar
screen because they have no idea what the hell you even do for
a living.

And don't think you endear yourself any more by calling your
company "Craig Garber Real Estate Associates," because this
too, is vague and egotistical.

When you name your business, you want to think about three key
things.

One, you want to tell your prospects what it is you're doing for
them.

So for instance, calling yourself "Tampa's Favorite Home Roofing
Company" pretty much removes any doubt about what it is you do,
right?

Two, you want to give your prospects a benefit in your name.

To do this effectively, you've got to know what their biggest
problems are, that you're in the business of solving. So maybe
it's "No Hassle Luxury Automobile Buyers Of Tampa" for a firm
that goes out and buys cars for you. Since people looking to
buy luxury automobiles are most likely to be concerned about
saving their time and avoiding hassles, this is a great example
of what I'm talking about.

And lastly, you want to be thinking about bonding with your
prospects. This is sometimes a combination of both of the
above criteria, but it also has to do with the emotional
component of what you're selling.

So if you're looking to have a party for one of your children,
you'd feel very comfortable with "Safety First Children's Party
Planners."

See, this deals with the big pink elephant in the room no one
likes to talk about, but is ever-present.

So there you have it. Your name is definitely as important as
the rest of your marketing...

Or not.

Now go sell something, Craig Garber

P.S. 15 Free Gifts -- watch 'em on the goofy video. This
month, 12 live copywriting and marketing examples, including
the unusually evasive "lift letter" - yours free when you try
Seductive Selling at http://www.kingofcopy.com/ssnl

Check out all the King's products at
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(c) Copyright, Craig Garber & kingofcopy.com(R) 2008

Craig Garber
kingofcopy.com (R)
3959 Van Dyke Road #253
Lutz, Florida 33558 USA
813-909-2214 Phone
954-337-2369 Fax
cgarber@KingOfCopy.com
http://www.kingofcopy.com

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