Know-How Exchange : Taglines/Names

Your desire to not communicate a benefit message in the name will definitely limit the effectiveness of whatever name you come up with. Using your name (or a variant thereof) won't mean anything to most customers, and "calico" is almost as confusing.

You might want to approach this as the marketing problem it is. Define your primary target audience. Then articulate the unique and compelling benefit that target audience can expect when they do business with you.

If it were my business I would specialize in pajamas and name the company something that says so. If it's wildly successful, you can always start another company that serves non-pajamas customers.

Don't miss the opportunity to communicate a strong, targeted, benefit-oriented message in the company name.


P.J. Comfy's
Sleepwear Kids Love

With respect, the names you prefer are meaningless: you are not your customer. You'd do much better to align your name to the keywords being searched for in your niche.

Those keywords need to be in the domain name and in the site description. You then need to rank for those keywords in order to gain visibility in search results.

To do this, you need to know which sites you'll be competing against and how they currently rank. That is, unless you plan on generating traffic through PPC advertising.

If there are other PPC advertisers in your chosen niche, take their presence as a good sign: competing advertisers show there are existing buyers.

If your site does not rank well for organic search, your task becomes one of standing out in paid search by outspending one or more of your competitors, which eats into your profit margins.

If you're going to do this, you'd do well to reinvest initial returns in more PPC to extend your reach and increase your overall visibility. The trick then becomes one of ease of conversion of eyeballs to sales, and one of ease and alignment of sales path to check out.

Nighty, night.
Sweet Dreams.

Sleep-Ins
"Sleepwear for Kids"