WARNING: Naming your writing business is one of those little matters that can muck up your whole business plan if you let it. You could get stuck and stay stuck for always and eternity.
So, we’re not going to go there. I know how much writers like to stew and percolate, looking for just the perfect phrase or name to magically encapsulate their thoughts. It’s part of what makes us so ‘special’ – right?
So hear me clearly: Do NOT get sidetracked by this! Keep building your business - even if you don't have the perfect name for it.
And once again: I am not giving you ‘permission’ to halt in your tracks to obsess over this.
Enough warnings? OK.
Ready to take a look at naming your writing business well?
Maybe you’re just starting out, and haven’t even given a thought to this. You’re just writing away, taking whatever projects land in your lap. You figure that down the road you’ll probably need a business name so you can get a tax entity set up – but it’s not really anything anyone would ever see, except your accountant and Uncle Sam.
Or, maybe you’ve already named your business and you’ve been building it for a little while. Maybe it’s not growing as quickly as you’d like, and you’re wondering why.
You might want to give this some thought. There are a couple of ways writers seem to go with the whole naming game.
You could use your own name. When your business gets big, you might even add an “and Associates” to the end. Generally, a nice, classy way to go (depending on how kind your parents were in naming you, anyway!). Think of the Big Guys – Bob Bly, Clayton Makepeace, Joe Vitale. Just kind of speaks of quality and effectiveness, huh? The only thing is, chances are that you don’t have a whole lot of name recognition starting out. You probably don’t have an office space, a phone book listing, or an administrative assistant. In fact, chances are that showering before you get to work is optional because you work from home! The trouble is, just naming your company after you doesn’t really communicate much at all – except your name. Your prospect is left wondering whether you’re a real business, or a guy in bunny slippers.
You could go with a feature or benefit. For example, mine is Triumph Communications. A quick scroll through Google’s listing of freelance writing firms shows some pretty cool names. The names communicate not only what these writers do, but also convey the benefit they bring their clients.
Just don't get too cute. Think about the awful possibilities! A quick look through your phone book at the listings under “Beauty” can give you a glimpse into the horror! “A Cut Above” “Hair Today Gone Tomorrow” “The Hair Barn” “Knot a Barber” “Dye-in to Meet Ya” (OK, I made that one up!) You don’t want to go that route. It is absolutely possible to get too cute for your own good. You don’t want to leave your prospects groaning over your bad pun. You want them believing you “get” what they need.
In a very real way, your company name is nothing short of a sales piece. And what’s the number one rule in sales writing? Answer your prospect’s question – What’s in it for me? Make sure your company name is benefit driven. Come up with something that encapsulates the best thing you provide, what makes you distinctive, what makes life easier for your clients.
Got any other tips for naming your business? Let's hear them!