What’s in a Name?
July 7, 2009 3 Comments
Today, I received an unsolicited e-mail from a company looking to introduce themselves. Since this company at least was positioned somewhere near my sweet spot of interest, I went to the website to find out more.
And found a great way NOT to introduce yourself:
What’s in a name?
When we were thinking of what to call ourselves, we looked at both the approach to what we do and the context in which we do it. Not that earth shattering, but we think we came up with a great name. _______ covers both approach and context.
Lesson #1 – I don’t care what you think of your name, nor is the process by which you arrived at it of any significance. I’m there to learn WIIF Me. Taking these intro sentences and saying, “we…ourselves…we…we…we…we…we…” all with a note of self-congratulation, doesn’t inform me about what you do and why I should be engaged.
When you introduce your company, immediately tell me what the value is – what you can do for me. You have maybe 10 seconds to make your first impression, so give me one powerful sound bite that addresses a real business need. Save the historical explanations for a footnote. Because what’s in your name doesn’t address my pain.