Now That’s a Given (WT525)

Now That’s a Given (WT525)


WT525 Now That’s a Given

This week, we were on the road again in Tasmania. It’s chilly and many attractions are closed for the winter; still there are lots of opportunities to observe business. Today I want to share one of my observations with you.

Driving through a little village, I noticed a sign on the chemist’s building, it read: “Caring Staff …”. I shook my head as I thought to myself, “Yes, of course. Isn’t that a given?” That’s like an accountant advertising, “We’re good with numbers”, well I should think so.

Advertising and marketing is about helping your potential customers to understand what is unique about you. What makes you stand out from your competition? This is called your USP or Unique Selling Proposition.

One of the best examples I heard was an accountant who was into personal development and used her knowledge of personal development to motivate and empower her clients, not only about their numbers but about who they were as business owners. She was able to differentiate herself and attract the clients who wanted that.

Remember, when attracting clients, we want to attract the ones we want to work with; that means making it easy for people to disqualify themselves as well.

If you’re going to use a byline, it has to mean something and contribute to your bottom line. It has to evoke something in your potential customer to have them choose you.

Another example was a real estate agency in Launceston. The advertising stated, “We sell a house every 2.3 days”. If selling your house quickly is important to you, that might be enough to have you make enquiries or another agency may say, “We sell more than the others”, which may give you confidence they know what they are doing.

My tagline is “Reclaim Your Freedom”.  I want to attract the people who believe it’s possible to have a business and career and lifestyle. My ideal clients are those who don’t currently feel like they have freedom. There isn’t a right or wrong when it comes to your advertising and marketing IF it hits the mark for whom you want to attract.

There is a right and wrong if you use words to describe what we would expect would be a given as part of your service or product.

How about you and your business? What’s your USP? Who do you want to attract? Are you using the right words?

Bargain Fruit (WT462)

Bargain Fruit (WT462)


WT 462 Bargain Fruit

If you were driving past a shop sign, as we did recently in a little country town, for a fruit shop that read “Bargain Fruit”, what perception would you have of the fruit being sold? 

Immediately I thought the fruit would be of lesser quality than fruit sold in other shops.

The word “Bargain” means “a thing bought or offered for sale much more cheaply than is usual or expected”.

The point I want to make is that words, especially in a business name, can make or break your business.

Based on the name alone, I wouldn’t go to that shop. Would you?

The words you use impact on your brand and your positioning.

If you offer a premium service and want to charge premium prices you have to deliver a premium service and all your advertising and marketing (including your business and product or service names) should reflect the premium brand. 

I found it fascinating that someone would name their shop “Bargain Fruit” and then have a tagline that read, “Best quality fruit”. For me the two are contradictory. 

What does your business name and tagline say about you and your business? 

Where do you want to position yourself in the market? 

Conduct a little audit. Is your brand, advertising and marketing supporting the position you want? 

I Googled to find Quirky Names and found this site on Pinterest 

Take a look at some of the names.

It’s interesting to me to see some, that I imagine the owners thought were either extremely funny or clever, which totally put me off, like this one for a pet shop salon “Pussies and Bitches – Pet Shop and Grooming Salon”.  

Maybe the title of this week’s thought should have been “What’s in a Name?” 

What’s in YOUR business name? What does it say about you?

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