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.