What's In A Name
Building value and trust while proving how your small business is
different from every other small business that says it does what
you do, is pretty much the game.
I discovered long ago that there is a hidden tool in most small
businesses that can aid in this task.
The tool is so simple you may be tempted to ignore its value,
but read this post, look around and bit and give it a try. You
may find that it immediately adds impact to your marketing
And the tool is. Give every customer based process you
engage in a name. Name every service, every add on and
every checklist no matter how utilitarian.
So now instead of just telling a potential client that you will do a
good job listing their home for sale, tell them that you have the
Ã¢â‚¬Å“Super Power Seller 18 point Home Listing ProcessÃ¢â‚¬Â that guarantees
no stone is unturned when listing their home.
It may just be semantics but it makes the prospect come to the
conclusion that you really have it together. You probably have
just such a system anyway, you simply arenÃ¢â‚¬â„¢t using its existence
as a marketing tool.
Your product/service names can help drive home your core
marketing messages too. I have a client that develops software
for organizations and they found that many of their engagements
came when another software developer couldnÃ¢â‚¬â„¢t complete a
project. (a very common industry challenge)
So, they created a product named Ã¢â‚¬Å“Perfect RescueÃ¢â‚¬Â The product
is really little more than a formalized description of the various
types of rescues and the procedure the ensure a smooth transition
to their services, but the impact with prospects is significant.
The name goes in a family of solutions such as Perfect Coaching
and Perfect Vision.
Giving something a name makes it feel more important and more
valuable to your prospects. Packaging a service or process with
a name generally allows you to charge more too.
Create entire families of names for everything you do and watch
the value of your brand soar.
(Hey, readers, care to comment on some of the better applications
of this strategy you have seen?)