Big companies spend lavish quantities looking for names for their products that grab a customer, or convey constructive emotions. Book authors do the same. As do magazine writers.

So, say you are preparing something that requirements a name: your new business, a speech, an write-up, your website, your email deal with.

Stop! Stop, and believe.

Don’t go with the initial thing that hits you. Think about the intention of this endeavor. What are you trying to convey to those who will see or listen to it?

Joe Black, for example, has been selling life insurance for years, is now preparing to incorporate, and requirements a name for his new business. He likes the ring of Consolidated Advisors &#038 Monetary Associates Inc.—CAFAI for short.

Whoa, Joe!

What is the intention of the name? Is it to impress individuals with a long, unwieldy, impersonal, remote-sounding phrase? Or is it to convey the same dependable, personal service that Joe Black is already recognized for?

The answer is apparent, Joe. Include beneath your personal name. Joe Black, Inc. has the advantages of continuity, credibility, recognition, reliability, and stability—none of which attach to CAFAI.

A speech is various. Speeches, and articles, need names that grab individuals. Unless of course you’re a well-known individual, or talking about a well-known individual, enterprise, or event, you need some other way to entice their interest.

And all you’ve got to function with is the title. So look more than what you’ve written, and create down all the various titles you can believe of for your function.

As you look at each of them more than, ask yourself if you would go to a talk with that title. If not, cross it out. Now attempt to shorten the ones that are left. The less words the much better.

Do any of them have a bit of mystery, or wit, or perhaps an interesting play on words?

Need some stimulus? Go to the library. Fiction. Mysteries. Look more than the titles. Which ones stir you to pull them out, and scan a few pages? Why?

Can you see something in their titles that you may use in your speech or write-up title?

A speech or write-up is a transitory thing, so needn’t take too much of your time. But you’ll be caught with the name of your business for really a whilst, so devote much more time to getting it right.

Your website, and email deal with are in in between. Not as short-term as a speech or write-up, but probably not as long- lived as your corporation.

The intention of these names is to reinforce your company’s image, and remind individuals of your company identity.

So Joe Black’s web site could be named joeblack.com, or, if he wanted something wittier, BlackInk.com, and his email deal with could be joe@blackink.com.

Joe, like most of us, has other interests than his company. He’s a birdwatcher, and is preparing an on-line newsletter and website for other people with this pastime who already know him.

A good name for his ezine could be Black Birds, and for his website www.blackbirds.com, then his e-deal with for it could be joe@blackbirds.com.

Occasionally you can’t make such an apt connection. For example, when my ezine, which focuses on the advertising of monetary services, was created it needed a name. I liked the acronym “Suggestion”. But what could name I broaden it into?

Here is a few that arrived to mind:

* The Insurance Practitioner * The Intelligent Planner * The Insightful Supplier * The Interested Ponderer * The Insurance Expert * The Incorporated Practice, etc.

To say absolutely nothing of all the versions that can be rung by switching the adjectives about.

See what I lastly decided on at: http://www.eTIP.ca/

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Copyright 2005, Donald F. Pooley, Inc.

Don Pooley has shared his advertising know-how with audiences in main Canadian cities, London, Australia, Chicago, New York, San Francisco, Hong Kong, and Singapore, and now in his free ezine, Suggestion. Subscribe at http://www.eTIP.ca/, or get free write-up downloads, and redistribution rights info at http://www.eTIP.ca/Downloads/Publish.html