This is a guest post by my amazing copywriter and dear friend, Kate Bonnycastle.
Juliet: “What’s in a name? That which we call a rose / By any other name would smell as sweet.” Romeo and Juliet (II, ii, 1-2)
Sorry Bill. It’s the 21st century. Business is complicated. It’s a global market. When it comes to selling your products and services – it’s about way more than smelling sweet.
Entrepreneurs are always trying to describe what they do – in 30 seconds, elevator pitches, bottom lining, and other shortcuts that successfully tell the story of why we do what we do for whom, and why it means so much to us.
So when it comes time to give your e-course, webinar, retreat, service, offer, program or package a name – that name needs to work very, very hard.
Especially when you’re providing services. Your unique offer doesn’t come in a wine bottle, a cookie tin, or a hardcover. There’s no packaging to hint at the particular type of magic and wonder you’re offering.
It takes a good, long think to come up with that spot-on name for your service offering. You want the name to do, essentially, three very important things: Convey your promise, reveal who you are, and appeal to whom you help.
Make a promise.
The name you choose needs to say more about your offer than just what it is. It needs to make a promise about what to expect, how the experience will feel, and the positive change that will occur. Jac McNeil and Krista Smith have invited me to offer up some naming tips at their October Action Academy Retreat – which is a name chock-full of promise itself. With the word ‘retreat’ you already know that it’s special, different, apart from your daily life. You may imagine luxurious surroundings (you’d be right), a deliciously quiet, natural environment (yup) and a cherished amount of time to focus on your business and yourself (hear hear!) ‘Academy’ conveys higher learning. The promise is that even the most seasoned entrepreneur will come away with valuable learning and real aha moments. And you also know that it’s not going to be a sit-back-and-listen lecture series. Have you met these women? It will be vibrant, energetic, and powerful. It will be active, interactive and rev you up for continued action. So much promise in those three words!
Reveal who you are.
The name also needs to fit you, your brand, how you work and why. If your business personality is smart, quick and feisty – like Krista Smith – you want to find names that fit. For example, Krista offers her clients a few different bursts of technology support. ‘Activation Experiences’ quickly identify, solve and remove the barrier that’s keeping a business back. Software School, BrandAlign and Income ID are three punchy titles that get to the point with the power and verve of their creator.
Appeal to your tribe.
Most of all, you want a name that turns people on – on a subconscious, emotional level. And oh, by ‘people’, I mean the RIGHT people. The people who are actually going to benefit, learn, grow from and love what you’re offering. That name needs to speak loudly to them. One of the things I love about Jac’s Brand Brilliance is that it’s like a dinnertime bell for strong entrepreneurs. Savvy business owners value brand strength. Masters of their craft want to go beyond great and reach brilliance. Plus, just the sound of ‘Brilliance’ has a twirl, a thrill, a shiny sparkle to it that rings out to women entrepreneurs.
That’s a lot of responsibility heaped onto a tiny title! Of course, you’ll get a chance to describe your services further on your website, social posts, blogs etc. But when you nail the name of an offer – when it conveys your promise, sounds just like you and rings with the truth of your right people – it’s a delectable hint of all the magic that’s in store.
Kate is a Nova Scotia-based copywriter who adds pop and personality to business writing of all kinds. She works with self-employed Coaches, Healers, Creatives and Game-changers who crave powerful copy, served up with love. Connect with her on Facebook or Twitter!
Over to you
When it comes to naming your next offer, product or program what challenges are you facing? What questions do you have for Kate? Please leave a comment below–we’d love to hear from you.