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August 1999


By Any Other Name

Non-descriptive company names kill the impact of promotions

If your company name fails to readily describe the products or services you provide, don't make it the focus of your promotional materials, says an article in Entrepreneurmagazine.

Many jewelry stores inherently avoid this problem – Rogers Jewelers, The Jewel Box or Rings & Things are typical names with a purpose consumers immediately understand. But imagine customers' reactions if they received a brochure or skimmed an ad headlined by Henry International Inc. or B.C. Brown Co. They might not take the time to find out what the company sells or anything else about it, especially if there's no prominent product photo.

Instead, your advertisements and direct mail should convey how you can solve a customer's problem, says Entrepreneur. Use an emotionally driven headline and subhead explaining your company's strategic advantage – your longevity and experience, your superior product and selection, or your competitive pricing – and feature it in large, bold type, with your company name smaller and set toward the bottom of the page.

Once readers identify your service as one they need, they'll automatically look for the name. Also rethink art and logos to ensure they relate directly to the message of this particular advertisement. This lesson applies just as easily to companies that feature "jewelry" or "diamonds" in their titles.

– by Stacey King

Copyright © 1999 by Bond Communications.


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