Geo specific increases your options and creates an advantage
One of the best ways to get a number centered on a generic term is to add some type of geography to it, usually by adding your state abbreviation in front of the generic term.
This separates you from everyone else in your business chasing after that generic term and increases dramatically the likelihood of getting a number using that term.
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Using geography in your name doesn’t limit you the way many people first think that it would. I usually ask anyone that starts to object because of that if they’ve ever eaten at Boston Market. Then I ask if they ate at the one in Boston? The point is that having a geographic term in your name like that certainly doesn’t limit you to Boston.
Being local is a big advantage
People want to buy from local businesses and trust local businesses more. It gives you a home field advantage in your local area. The objection that usually comes next is that they can do business nationwide or that they’re going to make a national franchise or whatever. That’s all well and good, but how much of your business comes from inside your state? The answer for most people is 80 or 90 percent.
If you could do something that would make 90% of your customers more likely to buy from you, and wouldn’t really matter that much to the other 10% why in the world wouldn’t you do it? So don’t look at adding your state initials to your generic term as a bad thing, it’s actually a very smart thing to do. Try adding your state initials or any short geographic abbreviation or term in front of all of the important words for your business. It’ll open up a lot of possibilities and give you a home field advantage at the same time.
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