As I grabbed the special sunscreen for my face before my bike ride, the “dermatologist recommended” one that protects from UVA as well as UVB, I noticed the name: Age Shield. That’s perfect, just what I need. Hey wait, that’s only the name, not what it necessarily does.
The power of names! What is the name of your presentation? The name of your website? The name of your book or the chapter titles? Do you think that sunscreen company just “came up with” the name Age Shield? Or was there a group of people who tossed around ideas – a group of marketing people?
The lesson here: Are you picking your name too quickly, without a team of marketers? Or your team of speaker friends? Or your Master Mind team?
I began really looking at the names of things. I recall store-bought cookies with the great name of “Home Kist.” Does that sound perfect or what? Home Kissed.
Is it shampoo or fortifying shampoo? Perhaps your conditioner is Moisture Renewal or Moisture Balance?
Start noticing what the pros are doing and use it how you can.
Such as these real titles:
How to Be a Tough-as-Nails Negotiator
Fundamentals of Marketing: Your Action Plan for Success
(Note key words: action, plan, success)
Managing Chaos: Tools to Set Priorities and Make Decisions Under Pressure
(Note key words: tools, priorities, decisions, under pressure)
It’s kind of like what my Improv buddy Bob Doll says: When you find humor in phrase in your speech, don’t stop there, find more in follow-up humor. When you come up with a good title for your presentation, book or chapters, keep going to try to make it better. Collaborate to come up with those ‘hook’ words that will set you apart.
What words, names, labels, or catch phrases will you use for your products and services to stand out from the crowd?