| Many years ago when I first began freelancing, I | | | | brand with their name, I simply ask them how many |
| struggled over what to name my copywriting | | | | copywriting and marketing gurus are "name famous"? |
| business. The first name for my one-man shop was | | | | We know the greats by their names...Bob Bly, Ted |
| Chris Marlow and Associates. Although there were no | | | | Nicholas, Gary Halbert...even the old masters are |
| associates, I imagined it made me look bigger. | | | | known by their names...John Caples, Claude Hopkins, |
| Years later when I thought I was much smarter, I | | | | Victor Schwab. |
| changed the name to Ad Copy, Inc. It didn't get me | | | | Invariably my students point out that "they" are not |
| any more business than Chris Marlow and Associates. | | | | copywriting gurus, to which I answer, "Well how are |
| And it cost me lots of money for new stationary and | | | | you going to become a guru if nobody knows your |
| legal incorporation. Eventually I gave that name up | | | | name?" |
| too, since I was not fulfilling the requirement of | | | | Now, many copywriters do have a company name |
| taking minutes at board meetings, seeing as how I | | | | "at the back end." For instance, Jay Abraham's |
| was the only board member, and a fully absent one | | | | famous name is out front, using its power of |
| at that. | | | | branding to sell high priced seminars. At the back end, |
| Finally I settled on plain old Chris Marlow Copywriting, | | | | however, is The Abraham Group, which exists to |
| which as it turned out, was the best name for a | | | | support Jay's marketing ventures. |
| freelance business such as mine. And why is that, | | | | So if you're selling something other than your |
| you ask? Because of the power of branding. | | | | copywriting services, creating a company name might |
| Over the years people have seen and heard my | | | | make sense. Whatever you do, avoid cute, "puny" or |
| name, sometimes many times, which leads to an | | | | irrelevant names. Names like "WriteRight" and |
| inevitable (and hopefully positive) impression. Even if | | | | "Write-On" say nothing about your services or your |
| they don't remember how they heard of me (e.g., | | | | benefits to the client. If you feel the need to "beef |
| they saw an article, happened across my Web site, | | | | up" your own name, then why not create a tagline |
| received a sales letter from me), they do remember | | | | instead? I recently admired this one from the |
| my name. | | | | signature file of copywriter Monica Day: "Finding the |
| And when the day comes that I have an opportunity | | | | words that work for you." |
| to do work for them, I am partially "pre-sold" | | | | As a potential client, this tagline implies that Monica |
| because they're familiar with my name. | | | | will exert effort on my behalf ("Finding the words"), |
| The reason I'm writing on this topic today is that | | | | and that I will be pleased ("that work for you"). |
| many of my coaching students who are just starting | | | | Remember, simple and straightforward works best in |
| their freelance business ask me what they should | | | | freelancing. Rather than coming up with a clever |
| name their company. Of course, I always advise that | | | | company name, put your efforts toward doing good |
| they use their own name. | | | | work for your clients. After all, YOU are the product. |
| If they want proof that there's value in building a | | | | Let your name be your brand. |