Question

Topic: Branding

Need A Business Name, Stat!

Posted by Anonymous on 3/22/2015 at 7:23 PM ET 250 Points
My company will provide mentoring/life coaching to plus-sized women seeking to live happier and healthier lives. The niche is specific. The approach is one of "Been there, done that, here are tools and strategies to help you." We will be web-based with weekly phone consults for our clients.

Need a name to be positive, fun, clearly states the purpose without thinking about my business's "why".

One person suggested was "Weighty Wonder". Uh, no.
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RESPONSES

  • Posted by Jay Hamilton-Roth on 3/22/2015 at 11:06 PM Member
    What specifically are you offering the niche - weight loss support or body acceptance therapies or something else? Where are you located (and where will your clients be located)? What words/phrases strike the right balance with targeting your audience but not negative/stereotyped? The work you're offering isn't necessarily seen as "fun", so I'd be concerned that too lighthearted will send the wrong message.
  • Posted on 3/23/2015 at 8:14 AM Author
    I am located in SE Michigan, but will coach electronically and by phone, so clients can come from anywhere.

    My target audience is the fat woman who owns it that she is fat but can't stand the thought of skinny friends and family guiding her in her efforts because they've never been there, done that. She is searching for tips with her loss efforts via food and fitness. She is looking for fashion and styling tips. She is looking to build confidence and deal with a-holes who cast aspersions.

    My target client will pay between $150-$200 for a month of one call per week and unlimited texts.

    Please let me know what else you need to know.
  • Posted by Jay Hamilton-Roth on 3/23/2015 at 9:05 AM Member
    So, what words/phrases resonate with your target audience? For example, how about "From Fat To Fabulous: Weight Loss Coaching"?
  • Posted on 3/23/2015 at 9:08 AM Author
    Actually, I thought of exactly that title, but you've hit a nail on the head (and why I didn't choose that name): I want them to kniw they're ALREADY fabulous.

    Some words which are flowing:
    Confident
    Sharp
    Together
    Shapely
    Smart
    Overcomer
  • Posted by Mike Steffes on 3/23/2015 at 9:31 AM Member
    Thinner and Still Fabulous
  • Posted on 3/23/2015 at 9:36 AM Author
    Getting closer.
  • Posted by Gary Bloomer on 3/23/2015 at 10:17 AM Member
    Fabulous, Fat, and Owning It

    Fabulously Fat Females
  • Posted by Gary Bloomer on 3/23/2015 at 10:30 AM Accepted
    I suggested split-testing other, lower price points, specifically:

    $39.95. $49.95. $59.95. $69.95. $79.95. and $99.95 per month.

    I also suggest a "results in advance" approach, where you offer people signing up a 14-day test drive in exchange for a low barrier to entry fee (such as $9.95, or less). You make it CRYSTAL CLEAR that your regular, monthly fee is $X, while inviting would be members to sign up for a limited time trial. To be clear, this is NOT a "free" offer. You DO NOT use the word "free" in this instance—EVER. It's a limited, try-before-you-commit invitation. The low, up-front fee is there to weed out freebie merchants and tyre kickers (it also pre-qualifies credit card users which helps you save time and effort. There's no senesce in having members who don't have the ability to pay your fees).

    On the issue of the fees suggested above, you may find a lower price point converts at a higher rate in terms of total closings than the $150 - $200 prince points you're suggesting. The key here is to test your pricing and to offer 10 times the value in terms of results and support.

    You may also want to test a limited time, introductory price point to accompany your launch period. This way, you can use bargain, early-bird pricing to attract and secure your core membership; you use scarcity (fear of missing out) to drive action (sign up before X date and save). You set a deadline by which prospects MUST take action if they're to lock in to your early bird offer, and you use this scarcity element in all your messaging.
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