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Choosing A Name And Headline For Your Business

Choosing a name can be one of the most difficult aspects of a startup. You want it to be perfect and memorable. You want it to be catchy, but not trendy, and you may want it to be meaningful to you personally, as well as meaningful to your potential customers. Some experts believe that the business name is a huge factor in business success. It’s the cover of the book, and though people say not to judge by such a superficial factor, most people still do. So, how do you choose the perfect name for your business?

Attack Your Target Market

While you may be one of the entrepreneurs that want the business name to be attractive and meaningful to you, personally, your main focus is your customers. You want your business name to appeal to them first and foremost. So when you’re brainstorming, think about names that will appeal to your target audience. Use Google’s keyword tool to see what people are typing in search engines in regards to your niche, and think about including some of those keywords in the name.

Emotionally Positive

You want your name to have an emotional impact. If you can’t do it in the name, do it in the headline, like McDonalds’ “I’m lovin’ it”.  Appeal to the emotions you want your service/products to make people feel. If you’re in security, your key word is “safe” or “safety”, if you’re in hospitality, use that, or “family”, “home”, “friends” etc.

Short & Sweet

Names that are too long are tiring. By the time people are done reading or saying it, they’re no longer interested. If you want people to want to say, read, and remember your name, keep it short and sweet, like Target, Wal-Mart, Burger King, etc.

Make A Promise & Follow Through

Making a promise with your business name and/or headline will help people identify their own need for your service/products. Wal-Mart effectively promises to help their customers save money, which is a common desire for most people and catapulted the business into one of the highest grossing companies of all time. Make a promise you know you can deliver, and then deliver it, ensuring the happiness of your customers.

Test The Names And The Headlines

With PPC advertisement testing you can find out exactly how attractive your name and headline options are. Create different ads for each of the combinations (two or three to start with) and matching landing pages. Keep a count of how many people land on each of those landing pages, and whichever one gets the most traffic is the winner. If you’d like to keep track of your projected lead to sales conversions of your product/services well, create faux check-out buttons that lead to a page that says you’re currently out of the product as well, and keep track of how many people attempt to purchase. If you’re looking at a 1% + lead to sales conversion rate, you’re in a good place.

Now you know some key factors in figuring out the right name and headline for your business. This is the first impression people will get of what your brand, business is, and what it can do for them. Take care to figure it out and do it right the first time, or you could sell yourself short of your maximum income potential.

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