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