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