February 24, 2006, Newsletter Issue #57: Never Use Your Business Name
Tip of the Week
It may be a hard one to accept as we all love our business and itīs name, but Never use your business name as an advertisement headline. Sure, at times you may see a huge billboard with Coca-Cola, but they spend millions of dollars on their image and advertising. Most times, companies of that size also place a huge emphasis on the benefits of using their product.
In general, most people are not interested in our business name or logo. They want to know what your business can do for them. "Bugsī Restaurant" would be a very poor choice for a headline. "Enjoy Eating Fresh Delicious Seafood at Bugs Restaurant," is a much better choice.
Why? Because the headline offers several benefits: Enjoy, Eating, Seafood and Fresh. "Bugs Restaurant" offers no benefit at all. People, in a hurry, tend to rush through headlines and ignore those without any interest or appeal. Even if Bugs is well- known it needs to offer benefits in its headlines.
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