This may seem obvious to the veteran marketer, but you’d be surprised at the number of business owners who disregard the name of their business as a marketing tool. A business name that is short, easy to remember, easy to spell, descriptive of your business, and capable of drawing attention, will always win out over an otherwise boring, generic name. In fact, the name of your business could easily be worth millions to you, or it could easily mean certain failure.
There really are no rules regarding business names when it comes to marketing. Here are some general guidelines that will help you decide on a name that works best for you, your product or service, and what you hope to achieve:
1. Contrary to popular belief, your business name does not need to be cute or clever to be remembered. International Business Machines is neither cute nor clever. Neither are names like General Electric, General Motors, Applied Materials, Cisco Systems, et al.
2. Don’t give your business a name that may limit future expansion, unless you have no intention of ever expanding. Tony's Totally Cool Fashions might be a better choice. Tony's Emporium, however, could sell ANYTHING, if T-shirts and clothing don't work out.
3. If you have no intention of expanding, choose a name that describes your primary business and possibly even conveys a benefit.
4. Avoid trendy names. If the Low-Carb diet craze proves to be a fad, there will be a lot of unhappy business owners.
5. Be aware of the geographical consequences of your name. National Real Estate says one thing, Florida Real Estate another, Miami Real Estate says yet another. If you plan to sell real estate throughout Florida, Miami Real Estate is quite limiting.
6. Try to convey your identity in your name. Is your business name “ear-friendly?”
(Just don't use AAA-111 or crazy names like that to get listed first).
7. Stay away from names with negative connotations. Murder Incorporated comes to mind. Also stay away from names that might imply anything racial, religious, political, or sexual. The Dirty BookStore may sell old, used, antique and rare books, but to me it sounds like an adult bookstore. A better name might be The Dusty BookStore. The idea is to consider what EXACTLY you plan to do with your business name, OR what you want it to accomplish, and create your name around your objectives. Any name can be memorable and brandable, provided the product or service is there to back it up. There are lots of great names out there, and lots of horrible ones.
If you re a product-driven company –- selling your own brand of products –- the names of your products may carry more weight than the name of your business, in which case your business name isn’t as big of a concern. Concentrate instead on applying what we discuss to the names of your products.
On the other hand, you’re a business that offers many different types of products, or sells other peoples’ products, or offers a particular service or set of services, then your business name is more important. And even more so if the bulk of your customers are local, or come from places like the Yellow Pages or newspaper and classified ads –- the types of advertisements where your business name has the most impact. (Just think of all the local businesses you have discovered in your local paper and phone book.)
Some business names, like Apple, suggest a logo. Other names, like Exxon suggest nothing at all. Some names sound more credible, like National Finance Corporation or Barclay's Bank, and others less credible. I won’t mention any names. (Unless of course your name happens to be Elvis Presley!)
A. America's Top Ad Designer Reveals the Biggest Advertising Mistake Ever!
When it comes to advertising, I spend a lot of time telling people what works. It’s in their headline. Most advertisers fail to make a meaningful and/or fascinating statement of benefit in their headline.
Here’s a good example:
A chiropractor runs an ad with the headline, “Affordable Chiropractic Center” which also happens to be the name of their company. Sounds like a decent headline, doesn’t it? It states their niche – low prices. To the left, or to the right, there’s a picture of Dr. Smith the chiropractor.
It’s pretty much a standard ad. You’ve seen it a million times for a variety of businesses. And to 99% of ALL businesses this is a decent ad. Will it work? Now, let’s redo the ad with a more meaningful headline and see what happens.
First, change the headline from "Affordable Chiropractic Center" to “END BACK PAIN NOW” or “STOP BACK PROBLEMS BEFORE THEY STOP YOU.” Underneath that heading include a subheading that says, “Call Today for a FREE Consultation” or “Call Now for a FREE Report.” Leave everything else the same, except move the name of the company to the bottom of the ad, right above the address. Absolutely! It will attract ALL of the people looking for a chiropractor RIGHT NOW just like the previous ad.
In addition, it will attract ALL of the people who AREN’T looking for a chiropractor, but still suffer from chronic back pain. It will also attract the loved ones friends and family of people suffering from chronic back pain mostly because of the free report. This new headline states a fascinating, meaningful benefit, not just the name of the business or the fact that their services are affordable. It offers a solution to a problem. And that’s what people look for -- solutions.
Remember: People don’t buy Red Bull, they buy an energy boost. They don’t buy Tylenol, they buy a “cure” for their headache. They don’t buy a Peppermint Patty, they buy the cool sensation of flying down Hollywood Boulevard on a Friday night in a shiny, new Bentley with the top down and a backseat full of giddy, bikini girls.
Oh yeah, and they don’t buy chiropractic care, they buy a solution to their back problems.
This technique can be used across all forms of media -- from display ads to classified ads to Yellow Pages ads to radio and TV commercials to websites, banners and text ads. Use it promote your entire company or just a specific product or service.
B. Newspaper Advertising Tips From America's Top Ad Designer
I get a ton of email asking about newspaper advertising. First and foremost, people want to know if the growth and popularity of the Internet and other forms of “new” media have rendered newspapers obsolete as an effective advertising medium. Newspapers are alive and well, and as effective as ever! Newspapers – local and national – will always be there. Next, people are always asking for advice on newspaper advertising.
They want to know the best newspapers to advertise in, the best times to advertise, the best size ads to use, what colors work best, what to say, how to say it, etc. For those people, I’ve put together this list of my best newspaper advertising “secrets.” Unlike the Internet and other forms of “new media” which seem to change every day (creating a constant need for bigger and better marketing strategies), newspaper advertising hasn’t changed much in the past 25 years, meaning the tips and techniques that follow have proven themselves to work over and over again. Time-tested and proven – the best kind of advice!
Here we go:
Tip #1: Consistency is key in newspaper advertising.
Tip #2: Certain days work better than others for certain types of advertising. Generally, the best day to run a newspaper ad is Sunday. That’s when most people spend the most time reading the paper. Monday is good if your audience is primarily men all weekend sports are usually summarized on Monday. Tuesday and Sunday are great days for classified ads, especially financial or business related classified ads. Friday is a good day if your business picks up on the weekends restaurants, bars, nightclubs, some retailers, concert venues, farmer’s markets.
Tip #3: Positioning your ad. To gain maximum exposure, request that your ad run in the main news section of the paper, as far forward as possible. Half the people read the newspaper front to back, the other half, back to front.
Tip #4: Dominating a page, without paying for it. To dominate a page in the newspaper, which is usually 8 columns wide by twenty-two inches high, design an ad that is five columns wide and twelve or more inches high.
Tip #5: Use color. The use of just one color, any color, can dramatically increase your “net exposure” (what I call the number of people who actually read your ad) and nearly double your response rate.
Tip #6: Whatever you do, don t let the newspaper people design your ad for you. Have your ad professionally designed, otherwise it will look like every other ad in the paper. (I once worked in a newspaper ad department, believe me, I know!) Be sure the designer has experience in newspaper ads, too. Also, stay away from reverse-type white type against a black background. Keep your type clear; your headline bold.
Tip #7: Make your ad newsworthy. People read newspapers to get the news, so try to make your ad as newsworthy as possible. If your ad is small, give it a distinctive border so it creates a visual identity for your ads. You’re paying for every square inch of that ad – use it. Your ads should win sales, not design awards.
Tip #8: Test, test, test! If you’re just getting started in newspaper advertising, don’t settle on just one newspaper. Test your ad in the various newspapers available to your market to figure out which one works best. Once you’ve figured out which newspapers are read (the most) by your prospects, stick with them.
Tip #9: Don’t expect it to work overnight. CARDINAL RULE: Don’t expect newspaper advertising to work instantly! Unless you make a time-sensitive offer such as a free gift for stopping by before a certain date, or offer a discount coupon with an expiration date, don’t expect a stampede of customers through your door the day you run your ad.
Tip #10: Use “tracking devices” to measure ad performance. A “tracking device” is any element you can include in your advertising that makes it easier to measure that ad’s effectiveness. Adding a number code or color code to your coupons is a good example of a “tracking device.” That way, you’ll know which newspapers work the best for you, and on which days, and even which headlines work best for those papers on those days.
Tip #11: The “big” newspapers aren’t as expensive as you think. If you’re not happy with your local newspaper, or you’d like to hit a larger audience than just your town, look into advertising in the regional editions of USA Today, The New York Times or The Wall Street Journal, if your prospects read them. These regional editions, while more expensive to advertise in that your local newspaper, are much less expensive to advertise in than the national editions. (If you’re a local or regional business, you should NEVER advertise in the national edition. I don’t care what the ad rep tells you, don’t waste your money.)
Tip #12: The first thing people will see in your ad is your headline. I always INSIST that a headline make a meaningful or fascinating statement of benefit – or an outright offer – to the reader. For instance, “Get Your Tax Refund Today!” or “Professional Tax Preparation Only $10” are much better headlines than “Bob Jones Tax Service.” It’s the biggest mistake in advertising!
Tip #13: Next, people will see the visual, any subheadings, and then your name. Adding a visual can TRIPLE the “net exposure” of your ad. More people will notice it if it has a photo or image, which means more, in turn, will RESPOND to it. A product image is better than a logo.
Even in this super-high-tech day and age, any businesses still rely on newspaper advertising as their primary marketing tool. (Read: Consistency is key.) The advertising graveyard is full of failed businesses that gave up on newspaper advertising before it had a chance to prove it’s effectiveness.
There really are no rules regarding business names when it comes to marketing. Here are some general guidelines that will help you decide on a name that works best for you, your product or service, and what you hope to achieve:
1. Contrary to popular belief, your business name does not need to be cute or clever to be remembered. International Business Machines is neither cute nor clever. Neither are names like General Electric, General Motors, Applied Materials, Cisco Systems, et al.
2. Don’t give your business a name that may limit future expansion, unless you have no intention of ever expanding. Tony's Totally Cool Fashions might be a better choice. Tony's Emporium, however, could sell ANYTHING, if T-shirts and clothing don't work out.
3. If you have no intention of expanding, choose a name that describes your primary business and possibly even conveys a benefit.
4. Avoid trendy names. If the Low-Carb diet craze proves to be a fad, there will be a lot of unhappy business owners.
5. Be aware of the geographical consequences of your name. National Real Estate says one thing, Florida Real Estate another, Miami Real Estate says yet another. If you plan to sell real estate throughout Florida, Miami Real Estate is quite limiting.
6. Try to convey your identity in your name. Is your business name “ear-friendly?”
(Just don't use AAA-111 or crazy names like that to get listed first).
7. Stay away from names with negative connotations. Murder Incorporated comes to mind. Also stay away from names that might imply anything racial, religious, political, or sexual. The Dirty BookStore may sell old, used, antique and rare books, but to me it sounds like an adult bookstore. A better name might be The Dusty BookStore. The idea is to consider what EXACTLY you plan to do with your business name, OR what you want it to accomplish, and create your name around your objectives. Any name can be memorable and brandable, provided the product or service is there to back it up. There are lots of great names out there, and lots of horrible ones.
If you re a product-driven company –- selling your own brand of products –- the names of your products may carry more weight than the name of your business, in which case your business name isn’t as big of a concern. Concentrate instead on applying what we discuss to the names of your products.
On the other hand, you’re a business that offers many different types of products, or sells other peoples’ products, or offers a particular service or set of services, then your business name is more important. And even more so if the bulk of your customers are local, or come from places like the Yellow Pages or newspaper and classified ads –- the types of advertisements where your business name has the most impact. (Just think of all the local businesses you have discovered in your local paper and phone book.)
Some business names, like Apple, suggest a logo. Other names, like Exxon suggest nothing at all. Some names sound more credible, like National Finance Corporation or Barclay's Bank, and others less credible. I won’t mention any names. (Unless of course your name happens to be Elvis Presley!)
A. America's Top Ad Designer Reveals the Biggest Advertising Mistake Ever!
When it comes to advertising, I spend a lot of time telling people what works. It’s in their headline. Most advertisers fail to make a meaningful and/or fascinating statement of benefit in their headline.
Here’s a good example:
A chiropractor runs an ad with the headline, “Affordable Chiropractic Center” which also happens to be the name of their company. Sounds like a decent headline, doesn’t it? It states their niche – low prices. To the left, or to the right, there’s a picture of Dr. Smith the chiropractor.
It’s pretty much a standard ad. You’ve seen it a million times for a variety of businesses. And to 99% of ALL businesses this is a decent ad. Will it work? Now, let’s redo the ad with a more meaningful headline and see what happens.
First, change the headline from "Affordable Chiropractic Center" to “END BACK PAIN NOW” or “STOP BACK PROBLEMS BEFORE THEY STOP YOU.” Underneath that heading include a subheading that says, “Call Today for a FREE Consultation” or “Call Now for a FREE Report.” Leave everything else the same, except move the name of the company to the bottom of the ad, right above the address. Absolutely! It will attract ALL of the people looking for a chiropractor RIGHT NOW just like the previous ad.
In addition, it will attract ALL of the people who AREN’T looking for a chiropractor, but still suffer from chronic back pain. It will also attract the loved ones friends and family of people suffering from chronic back pain mostly because of the free report. This new headline states a fascinating, meaningful benefit, not just the name of the business or the fact that their services are affordable. It offers a solution to a problem. And that’s what people look for -- solutions.
Remember: People don’t buy Red Bull, they buy an energy boost. They don’t buy Tylenol, they buy a “cure” for their headache. They don’t buy a Peppermint Patty, they buy the cool sensation of flying down Hollywood Boulevard on a Friday night in a shiny, new Bentley with the top down and a backseat full of giddy, bikini girls.
Oh yeah, and they don’t buy chiropractic care, they buy a solution to their back problems.
This technique can be used across all forms of media -- from display ads to classified ads to Yellow Pages ads to radio and TV commercials to websites, banners and text ads. Use it promote your entire company or just a specific product or service.
B. Newspaper Advertising Tips From America's Top Ad Designer
I get a ton of email asking about newspaper advertising. First and foremost, people want to know if the growth and popularity of the Internet and other forms of “new” media have rendered newspapers obsolete as an effective advertising medium. Newspapers are alive and well, and as effective as ever! Newspapers – local and national – will always be there. Next, people are always asking for advice on newspaper advertising.
They want to know the best newspapers to advertise in, the best times to advertise, the best size ads to use, what colors work best, what to say, how to say it, etc. For those people, I’ve put together this list of my best newspaper advertising “secrets.” Unlike the Internet and other forms of “new media” which seem to change every day (creating a constant need for bigger and better marketing strategies), newspaper advertising hasn’t changed much in the past 25 years, meaning the tips and techniques that follow have proven themselves to work over and over again. Time-tested and proven – the best kind of advice!
Here we go:
Tip #1: Consistency is key in newspaper advertising.
Tip #2: Certain days work better than others for certain types of advertising. Generally, the best day to run a newspaper ad is Sunday. That’s when most people spend the most time reading the paper. Monday is good if your audience is primarily men all weekend sports are usually summarized on Monday. Tuesday and Sunday are great days for classified ads, especially financial or business related classified ads. Friday is a good day if your business picks up on the weekends restaurants, bars, nightclubs, some retailers, concert venues, farmer’s markets.
Tip #3: Positioning your ad. To gain maximum exposure, request that your ad run in the main news section of the paper, as far forward as possible. Half the people read the newspaper front to back, the other half, back to front.
Tip #4: Dominating a page, without paying for it. To dominate a page in the newspaper, which is usually 8 columns wide by twenty-two inches high, design an ad that is five columns wide and twelve or more inches high.
Tip #5: Use color. The use of just one color, any color, can dramatically increase your “net exposure” (what I call the number of people who actually read your ad) and nearly double your response rate.
Tip #6: Whatever you do, don t let the newspaper people design your ad for you. Have your ad professionally designed, otherwise it will look like every other ad in the paper. (I once worked in a newspaper ad department, believe me, I know!) Be sure the designer has experience in newspaper ads, too. Also, stay away from reverse-type white type against a black background. Keep your type clear; your headline bold.
Tip #7: Make your ad newsworthy. People read newspapers to get the news, so try to make your ad as newsworthy as possible. If your ad is small, give it a distinctive border so it creates a visual identity for your ads. You’re paying for every square inch of that ad – use it. Your ads should win sales, not design awards.
Tip #8: Test, test, test! If you’re just getting started in newspaper advertising, don’t settle on just one newspaper. Test your ad in the various newspapers available to your market to figure out which one works best. Once you’ve figured out which newspapers are read (the most) by your prospects, stick with them.
Tip #9: Don’t expect it to work overnight. CARDINAL RULE: Don’t expect newspaper advertising to work instantly! Unless you make a time-sensitive offer such as a free gift for stopping by before a certain date, or offer a discount coupon with an expiration date, don’t expect a stampede of customers through your door the day you run your ad.
Tip #10: Use “tracking devices” to measure ad performance. A “tracking device” is any element you can include in your advertising that makes it easier to measure that ad’s effectiveness. Adding a number code or color code to your coupons is a good example of a “tracking device.” That way, you’ll know which newspapers work the best for you, and on which days, and even which headlines work best for those papers on those days.
Tip #11: The “big” newspapers aren’t as expensive as you think. If you’re not happy with your local newspaper, or you’d like to hit a larger audience than just your town, look into advertising in the regional editions of USA Today, The New York Times or The Wall Street Journal, if your prospects read them. These regional editions, while more expensive to advertise in that your local newspaper, are much less expensive to advertise in than the national editions. (If you’re a local or regional business, you should NEVER advertise in the national edition. I don’t care what the ad rep tells you, don’t waste your money.)
Tip #12: The first thing people will see in your ad is your headline. I always INSIST that a headline make a meaningful or fascinating statement of benefit – or an outright offer – to the reader. For instance, “Get Your Tax Refund Today!” or “Professional Tax Preparation Only $10” are much better headlines than “Bob Jones Tax Service.” It’s the biggest mistake in advertising!
Tip #13: Next, people will see the visual, any subheadings, and then your name. Adding a visual can TRIPLE the “net exposure” of your ad. More people will notice it if it has a photo or image, which means more, in turn, will RESPOND to it. A product image is better than a logo.
Even in this super-high-tech day and age, any businesses still rely on newspaper advertising as their primary marketing tool. (Read: Consistency is key.) The advertising graveyard is full of failed businesses that gave up on newspaper advertising before it had a chance to prove it’s effectiveness.
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