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choosing a business name? try it out LOUD

By September 19, 2008How To, The Business

I’m working with a wonderful new client named Julie Biondi – we’re building her blog as we speak, so I can’t post a link just yet, but I will. Julie helps people get dressed…hmmm, how can I best explain what she does? Oh, yeah, I wrote a blurb for her for a mini-mag…

Is there anything worse than that dress (that you spent so much money on and have never worn) mocking you from its hanger? Perhaps the shouts of ‘I have nothing to wear!’ as you shove the doors closed on your overstuffed closet? Sometimes things just aren’t right – the style, the fit, the way the clothes make you feel – no matter how great they looked on the hanger. Julie Biondi empowers you to get rid of what doesn’t work and helps you build your own look – the one that fits.

Starting with a full closet edit and your personal budget, Julie teaches you how to identify and create the image that you want the world to see. Wardrobes are tremendously personal; you wouldn’t let just anyone into your closet or into the dressing room…and Julie’s your go-to girl. If you’re successful everywhere in your life, but your wardrobe is the one place that feels unfinished, she’s the one that can take the weight off your shoulders (and replace it with the perfect sweater). Ideal for every day, special occasions, men and women. For more information, contact Julie Biondi, 917.620.2760

But this post isn’t really just an ad for Julie, even though she is fabulous. She also reminded me this morning of a tried and true copywriting tool.

We were working on business names for her company, and she said, ‘I was lying in bed last night with the list of possible names and I imagined telling an interested stranger the name of my business. I was testing out how each of them felt to me as I said it out loud.’

Brilliant! You know that I believe in reading copy out loud as an editing tool, but this takes it to another level. When you’re choosing the name of your business, you must love it, it must work for you and you have to feel great about saying it. If you mumble and dribble your name all over your shirt with the cheese dip, it’s not a good sign.

What are your testing techniques???

Join the discussion 6 Comments

  • Lisa says:

    Gotta write it down and read it different ways, too. (Remember back when you sat two rows over from that cute Steve X in sixth grade, passing your days penciling “Mrs. Steve X” over and over and over?) Really, you don’t want to end up as the latest version of whorepresents.com!

  • Tell your friends, family, etc. See what other people think of the name. Even if they aren’t your target audience they might give good feedback, offer something you hadn’t thought of. Then put it in the subject line of an email – see how it feels when you get it in your in box. Also, if the name is long, think about how well it will translate down, to a Twitter account name for instance, see if it will still be meaningful/hold the brand if its truncated.

  • Julie Roads says:

    Fabulous remarks, as always, Lisa. Akin to naming a baby – you have to figure out if there is any way that the other kids will be able to turn your angel’s name into something terrible before you commit.

  • Julie Roads says:

    Hello, Larissa. Excellent list…also brings up the point of your url. For instance, one of Julie Biondi’s name possibilities was The Dressing Room, but the url dressingroom.com is a porn site….things to consider!!!

  • Twila Bennett says:

    Hi! I work for a publisher and we always say titles out loud. We have a committee and it’s fun to brainstorm. In the end it is about what will sell the book. And we are very big about the rhythm of the title. Sometimes things just don’t sound right, you know?

  • Julie Roads says:

    Twila! My new Twitter friend! This is a great add…thanks so much for stopping by…

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