Know-How Exchange : Taglines/Names

Phil is giving you the right advice.

Start the process by defining your target audience more precisely. Who are the folks who will be your best customers? Where do they live? Where are they buying this stuff now? What's important to them in deciding on a retailer? Do they mostly price shop? Or are they looking for the best service? Or is there something else?

What's going to make your business different from, and better than, competition? WHY should your target audience buy from you?

If you're really serious about this business venture you need to have a clear business plan and a marketing plan that can deliver your objectives. The name is just one small element of that marketing plan.

If necessary, it's worth hiring a consultant who knows how to do this ... including, perhaps, some market research expertise to find out what it would take to get into your target audience's consideration set.

The thing you don't want to do is charge ahead into a new business without that kind of solid underpinning. It's a sure way to lose a lot of money before you even know if there's light at the end of the tunnel.

"Catchy" name requests are often a signal that the planning has been short-cut, and that you're expecting too much of the name. You're better off with a solid positioning and a sound plan ... and perhaps a name that isn't quite so "catchy."

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