Only your Mom will buy from you just because you’re in that business

focus on the benefits, your mom will buy anywayEveryone else needs to know more than just what type of business you’re in but why you’re the BEST. They want to know the benefits and what makes you better in some way, or different. So many people look exclusively for generic terms, thinking that will require less advertising to let people know what type of business they’re in, forgetting that people don’t buy from you just because you’re in that business.

And don’t think that “better service” or “higher quality” counts as a benefit. If it’s not a SPECIFIC benefit it won’t help much. Think about yourself. If someone says you look good today does that make you feel as good as if someone says they like your new hair cut and the color of your shirt really makes your face light up. We believe specific benefits more than general benefits or compliments. So don’t just say you’re better, say EXACTLY HOW you’re better!

generic toll free numbers blend in

You don’t eat generic cereal

So why are you trying to position yourself with a generic name, especially in a crowded shelf? If you’re inventing a new type of business and there really aren’t any competitors it’s more acceptable to be generic or at least descriptive. But if you’re one of a hundred options a consumer has how in the world are you going to get more than 1 out of 100 consumers looking for your service? Because that’s all a generic name says, is I’m in this business too. Don’t be a me-too, be the one that stands out and that everyone else tries to copy.

It’s funny that the smallest newest companies tend to be the ones that look for generic names thinking that makes them sound bigger, yet the biggest companies in any industry go the opposite direction because they know that you need an ownable brandable name to be successful. In short you have to look beyond the obvious.

Here’s a good test: If you couldn’t send a cease and desist letter to a competitor for using your name or slogan it’s TOO generic. Because if what you’re saying isn’t unique to you, you may be promoting the industry as a whole and not just your business. That might be alright in some cases, but if you want to get the full benefit of the advertising dollars you’re spending be unique, different than your competitors, even bold! One related tip is to try to come up with a dozen creative slogans (a creative slogan is NOT a generic description of your business!)

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    10 pings

    Listen to the Monkey… at TollFreeNumbers.com says:
    July 14, 2008 at 9:40 am

    […] Only your Mom will buy from you just because you’re in that business (0) […]

      What’s Your Message? at TollFreeNumbers.com says:
      August 25, 2008 at 11:15 am

      […] Only your Mom will buy from you just because you’re in that business (1) […]

        12 Ways to evaluate or pick a phone number at TollFreeNumbers.com says:
        October 3, 2008 at 8:03 am

        […] 2. Does it reinforce the right message? If someone says they want a memorable toll free number, they also want it to be the right message. 1-800 DISH-RAG might be memorable but if it doesn’t have the right message or connotation and isn’t related to the rest of your advertising, it’s not as good. Look for a benefit oriented 800 number. […]

          Help finding 800 numbers for a Rent To Own business at TollFreeNumbers.com says:
          November 21, 2008 at 8:30 am

          […] that would give them the “urge” to call you but her terms were totally unemotional. The only one that will buy from you because you’re in that business is your mother. Nobody else is going to buy from you just because you’re in that business. You need to give them […]

            Do you want a whole Marketing Package or a just a good Number? at TollFreeNumbers.com says:
            December 15, 2008 at 9:34 pm

            […] competition. Your advertising will eat the lunch of the “me too” advertisers that just describe what business they’re in and it’ll make you grow and thrive even in a down economy. (No Ratings Yet)  Loading […]

              Creativity not Keywords in Names and 800 Numbers at TollFreeNumbers.com says:
              December 19, 2008 at 8:43 am

              […] Keywords help in a domain name because people are more likely to use that term in the anchor text of links. However, in today’s worldwide market it is harder than ever to stand out. And naming your business with the most generic terms for your industry is the exact opposite thing you should be looking for. That’s like labeling your cereal box “cereal flakes” or your beer “Beer”. That’s fine if you’re trying to blend in on the shelf or if you’re making props for a movie. It tells people what business you’re in, but the only one that buys from you just because you’re in that business is your mother. […]

                Are you holding out for Britney Spears at TollFreeNumbers.com says:
                January 19, 2009 at 7:46 am

                […] or your night club “Nightclub”. It says what business you’re in but the only one that’s going to buy your product just because you’re in that business is your Mom. See […]

                  1-800 BILLBOARD at TollFreeNumbers.com says:
                  March 20, 2009 at 11:44 am

                  […] nobody’s going to buy billboards from you just because you’re in the Billboard business anyway. Your message isn’t that you’re in the Billboard industry. Your message should be why you’re the BEST in the Billboard industry or why callers should use […]

                    How can I find a good number for our company? at TollFreeNumbers.com says:
                    March 30, 2009 at 7:43 am

                    […] for your company is being creative. There are several posts about creativity but these explain why you don’t want a generic name and why creativity beats […]

                      800 numbers don't have to be generic descriptions of your business. at TollFreeNumbers.com says:
                      May 6, 2009 at 7:17 am

                      […] to do if you have generic terms or a generic name Only your Mom will buy from you just because you’re in that business Creativity not Keywords in Names and 800 #s (No Ratings Yet)  Loading […]

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