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Business Name: How To Choose One

by Alan Fairweather

It's very important to get your business name right. You may already have a business name but it's not too late to change it. Let's face it; big organisations change their business and product names all the time.

I named my business Fairweather Associates when I started in 1993. However, when I attended networking events with my name badge on my lapel, people would ask, "Are you lawyers or accountants or architects?" They would come up with everything except what I actually did, which was Professional Speaking and Consulting.

I've retained Fairweather Associates for my business bank account; however, I'm much better know as "How To Get More Sales".

Here are some things to think about when choosing your business name:

#1 Make it easy to remember: I met a lady from a graphic design business called "Shout". I'll always remember that on.

#2 Make it easy to pronounce: People feel uncomfortable if they phone you and pronounce your name incorrectly.

#3 Make it easy to spell

#4 Stir the customer's interest: Make them want to ask more. "Jones The Plumber" doesn't exactly do it. I met someone from "Dynamic Plumbers". I had to ask, "What makes you 'Dynamic'"?

#5 Make it positive sounding: Optimistic

#6 Make it changeable: "Apex Software" might want to start selling hardware someday.

#7 Make sure it doesn't confuse you with someone else

#8 Make it attract the kind of customers you want:"equi-store.co.uk" sells all sorts of equestrian products to the horsy set.

#9 Make it fun (if it's appropriate for your business): "Curl Up And Dye"...you know it's not for baldies.

#10 Make it quirky: - Would you believe egg.com is a bank?

Here are some suggestions to help you choose a name:

#1 Brainstorm: think about how you want people to feel when they see or hear your name

#2 Think of humorous aspects of what you do

#3 Check other names and trademarks on the Internet

#4 Check domain names

#5 Does your name sound cheap or expensive

#6 Think about picking a name that starts with "A". That could be important if you want to be listed in a publication such as Yellow Pages.

There are books you can buy and software you can use to help choose a business name. Check out this book, "The Name's the Thing: Creating the Perfect Name for Your Company or Product" by Henri Charmasson.

Discover how you can generate more business without having to cold-call! Alan Fairweather is the author of "How to get More Sales without Selling". This book is packed with practical things that you can do to get customers to come to you.

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