I received an email today with a special offer that caught my eye.
Well, what caught my eye was not so much the offer, but the NAME of the service; it was brilliant. The name? Shellac Nail Treatment.
As someone who is constantly frustrated her manicures only last a few days and then start chipping, I immediately recognized the IMPLIED benefits of Shellac Nail Treatment, and was intrigued. I mean, c’mon, we all know Shellac is a shiny, durable finish. I could only imagine what it might mean for my chipping, dull manicure.
Upon further investigation, my expectations were validated. Shellac Nail Treatment boasts benefits such as “lasts up to 14 days without chipping” and “applied like a polish, but lasts like acrylic” and “in 30 minutes, you have smudge and dent-free nails for up to 2 weeks.” Everything a girl could want from a manicure!
Now, before you think this post is about manicures and nail polish, let me assure you, it’s NOT.
It’s about the power of a name.
Using a name that implies benefits or an outcome—especially benefits or an outcome that are desirable to your ideal clients—is marketing magic.
It’s the equivalent of GOLD in the branding world.
Just consider how much those three little words—Shellac Nail Treatment—convey. Those are some hard-working words.
By the way, I checked and Shellac Nail Treatment is trademarked—smart move by it’s owners to protect their creative and valuable name.
My question for you is, are you using powerful, hard-working words to market yourself, your services, and your business?
What business name are you using? What label do you use to describe yourself? What do you call your programs and services?
If you’re using generic descriptive labels (like long-lasting manicure…or life coach, wellness coaching, business consultant, etc.), you may be getting your message across, but it surely doesn’t have the impact of what I call a “Designer Label.”
A unique and memorable brand that is represented by a Designer Label works harder for you, and helps you attract more attention, more clients, and more opportunities.