Energize your name!
10/30/2008
I just got off the phone with someone who was looking for a number for a new business they were starting with the name CELL PHONE REPAIR CENTER. He liked that name because it included the word Cellphone and the word Repair, both of which he thought he needed for his internet marketing. I tried not to beat him up too bad and in that type of situation you have to be careful because they may already be married to their name, which may be good for search engines but it’s horrible as far as a business name.
I had to remind him that he doesn’t need he business name to be the same as his domain name. And I asked him if he had a night club would he name it NIGHTCLUB? No, not even if he had nightclub.com, because it has no sizzle, no emotion in it. A name should suggest what you do, but it doesn’t have to be so black and white and boring. Say something more colorful, something with some energy to it.
How about Cellphone Heaven, Back to Life, Phone again, Cellphones don’t Bounce, or Redial, just to name a few! You can keep your generic domain name for marketing purposes, but give the store some character. Make it something that at least has a chance of catching someone’s attention.
Start with a Slogan
I told him to take a sheet of paper and start by looking for a slogan. Slogans tend to be more creative and fun than names do so start with that and then see what names and toll free numbers you can come up with from that. But don’t think up a slogan and start checking all of the names.
You’re not looking for just one slogan, your goal is to think up a dozen and then play with the couple you like the best. If you just tried to find one slogan and then start checking you may find a combination but if you found a dozen slogans and then took the best one, you’ll probably wind up with a better one than you would if you took the first one that seemed reasonable.
It might take a little longer, but adding some creativity like this will actually make all of his advertising come together and make it all more effective for years. It’s worth putting in some creativity and thought up front to find an emotional, benefit filled name that sticks with people.
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