Know-How Exchange : Taglines/Names

Dear insightsafety,

So, your name "Needs to be catchy", eh?

No, it doesn't. Your name needs to be relevant to your potential buyers, it needs to be significant, and it needs to be relevant but what it does NOT need to be is catchy.

Why?

Because "Catchy is Not a Selling Strategy™"

And because people do not look for things based on how catchy they are, they look based on already established associations.

So, if you're offering fine arts or hand crafted arts from Turkey, Burma, Thailand, Vietnam, one might logically call this area "The Orient", so why not have your name as some variation on:

Oriental Fine Arts: Decorative Treasures From Turkey, Burma, Thailand, and Vietnam.

OR

Arts of the Orient: Hand Crafted Fine Art from Turkey, Burma, Thailand, Vietnam.

These names each telegraph clear meanings to your leads, prospects, and customers. These names clearly tell people what you offer, so they are relevant and significant for the people that are looking for the things you're offering.

These are the people who are, or who will become, your customers. Catchy names, although often clever, even more frequently miss the mark and try to serve everyone. Everyone is NOT your customer: the people are are your customers are the people looking for the key words you'll use in your name and tag line.

Spend time on this and get it right (and back it up with your exemplary service, follow up, and product range) and you'll never want for business.

Screw it up and and you'll lose sales and your profits will suffer.

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA