Know-How Exchange : Taglines/Names

I would include my name in it ...

Example,
Frank's view
Frank's Muse
Frank's real news

But,,,,,,,
When you write it, I definitely would not include over 50% business content. I would add some chatty ideas, maybe tax tips, maybe vacation ideas, etc. You need people to look forward to reading it, even if they don't have a real estate deal coming up in the next 2 weeks.

Hi,

Developing a name for your company or product is crucial in brand building. It's not a process to take lightly, nor is it wise to rush to a decision because letterhead needs to be printed or the website is ready to launch. There are several tips to help you successfully develop a brand name. They are:

1. Don't describe—distinguish. The biggest mistake ompanies make is being too descriptive with their names. A name should not attempt to simply describe; it should have the ability to suggest the essence (the unique characteristics) of your company. To be effective, a name must have brand potential. A name that is narrow or too descriptive does not have the depth or dimension to become an effective brand.

2. If it's comfortable—forget it. Everyone else will. The most successful names over the long-term are often those that are initially the most controversial (think Google, Yahoo). When you select a name, you are looking for something to punch through the marketplace clutter, not add to it. Overtly literal meanings can sometimes limit growth and show a lack of company creativity.

3. Keep it brief. One word brands are most effective.Lengthy, multiple word names lead to truncation. When people abbreviate your name, you lose control over your brand.

4. It's about strategy, not emotion and politics. Many clients are surprised that selecting a name is such an emotionally charged decision. Naming decisions are fraught with politics, turf issues, and individual preferences. Stick to the strategy and do not allow the lowest common denominator solution.

5. Always be prepared for leaks. It is very difficult to keep a new name a secret. At the beginning of the naming process, prepare your press release and press kit in the event of a leak.

6. Don't expect unanimity. In the first few weeks following introduction, there is often a lot of discussion and publicity about a new name. Familiarity breeds comfort. As people become more familiar with the name, they will become more comfortable with it.

7. CEO involvement is key. Because selecting and adopting a new name is a highly emotional and political decision, you will not succeed without support from the top. Be sure that you have buy-in from the "C-Suites" in the beginning and that you keep them on board throughout the process.

8. Make room for expansion. The name should not be so narrow that it will create problems in future.

Go through the following articles as well:
1. https://www.brandchannel.com/brand_speak.asp?bs_id=122
2. https://www.powerhomebiz.com/vol3/name.htm
3. https://www.findarticles.com/p/articles/mi_m0DTI/is_10_27/ai_56640012

Now specific to your newsletter that provides property owners and prospective property owners with information valuable to them in purchasing and selling a home or investment property, here are few answers:

1. The right news
2. The real news
3. News Today
4. News @ Property
5. Property bulletin
6. Property cognizance
7. Property enlightenment
8. Enlightenment
9. Property NewsBreak
10. Property hearsay

I would suggest that keep property and News essense in whatever name you take. The names may change, but the core will be same.

Hope this will help.
Nitin

I agree with other responses, though your question does not indicate a desire for branding, per se. Having serviced real estate agents for several years, I can assure you that most use slogans not dissimilar to those of their competitors. They like anything with the predictable use of the words REAL, HOME, or REAL ESTATE (e.g., "Don's Real Estate Newsletter" or "Helping You Find Your Way Home Since 1995.")

Thanks to their pedantic overuse, there is no longer anything trendy or memorable with these words in a main title. But they can still serve a purpose in an explanatory subtitle. In fact, I would recommend a completely UNEXPECTED title that still draws an image of home ownership or investments, combined with a subtitle. For instance:

"The Front Yard: Real Estate News from the Ground Up"
"The Fence Line: Neighborly News You Can Use"
"Realty $treet: Local Tips. Trends. Deals."
"Around the Corner: What's New in Local Real Estate"

Yes, that is a dollar sign on "$treet." These are just off the top of my head and likely could use some tweeking, but you get the idea. Lest you think the wording of these suggestions is not trendy--well, I certainly would not argue, but remember trendiness can readily be communicated in the visual style of your title(s) via typography, layout, colors, etc.

Also, in keeping with Frank Hurtte's prior response, you might indeed wish to include your own name, though not as part of a title/subtitle combo. In this case, I would recommend a small header above the title (e.g., "John Smith presents.....") *OR* in a tagline elsewhere on front page (e.g., "Brought to You by / Courtesy of John Smith...")