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Lobby Articles topic #3

Subject: "Is Your Business Invisible?" Previous topic | Last topic
John CMon Aug-14-06 03:17 PM
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"Is Your Business Invisible?"


Your customer has to remember your business name. Believe it or not, most business names are very hard to remember. I saw a name for a dry cleaners recently: "The Dry Cleaners". I am not kidding!

Contray to popular belief, a descriptive name which tells the customer exactly what you do, is actually a BAD idea. Yes, "The Auto Mechanic" lets people know exactly what you do. But how in the world will your customer remember you from a list of a hundred other businesses doing exactly what you do?

To the customer, they ALL are auto mechanics. How does that name make you STAND OUT? Simply stated, it doesn't!

Your name must "suggest" a connection and be loosly related to the product or service. It cannot be too descriptive nor should it be totally unconnected. You might get lucky using "Apple" with a computer, but don't count on it happening again in your lifetime. Success stories like that are very rare.

Instead, find a name that's in the middle. It's not the product, yet it's not from cloud-cuckoo land either. "The Club" for a security product. "Mantis" for a garden tool shaped like a praying mantis. "Turtle Wax" for a car polish that leaves a hard finish. "Pink Pearl" for a school eraser. Those names are in "the middle".

Is your business becoming VISIBLE now? Remember, what the customer can't remember, DOESN'T EXIST.

John C


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