Combining Company Names

I have the rights to two company names. Legacy Plumbing and Don Huckaby Plumbing(DHP). Don is my father and retired, I bought him out. DHP has been in business since the 1970’s, and has been all service and repair since 2003. I started Legacy in 2003 and have a large new construction business. I want to combine the two names. Huckaby’s Legacy Plumbing?

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Jay’s Answer: I’m thinking that by combining the names you create more of a mouthful, and a name that may be harder to remember. I’d recommend that it would be better to gradually combine the two, but under the name that has a higher “stature” in your region. For the “other” name, you could say “A division of ….” – or keep the names separate to serve different markets.

Cheeky Creative Car Flyers

You know those car flyers that you find on your windshield everyone hates? Unfortunately, I have a client who insists on having them and I’m having a hard time creating a concept that won’t get it thrown in the trash in the first 2 seconds. I would love any ideas or input that anybody had

My client is an multi-location, IPL and skin treatment center in Colorado. This flyer is targeted to men and women (18-40) who are looking for hair removal options. They are a professional but fun brand that doesn’t mind getting a little cheeky. They would like the flyers to be used at any time of the year so, unfortunately, seasonal concepts won’t work.

The flyer is roughly half-page but can be cut to an appropriate shape if it suits the concept.

So far, my ideas have been to either admit the fact that everyone hates car flyers but try to play with it: “what do you hate more, car flyers or body hair? We can help with one of those” – or – Something clever and/or sexy enough to override their frustration and show something they might actually appreciate: EG, a bikini bum/crotch or showing a smooth, sexy leg with the headline “Dare to bare”

Other ideas include playing on the “Say no to fur” concept.

Admittedly, I’m scraping the bottom of the barrel with this one. I appreciate your ideas, headlines or cleverness.

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Jay’s Answer:  Instead of a flyer that’s likely to be discarded, gift them with something that may be appreciated – a special rag to clean windows or a glass cleaner. The car flyers are totally a numbers game – you hope that the right person will read them. Can you instead better target the people in the area (PPC or Google Display Network)? Can you offer a special lottery for the first “N” people who contact?

Healthiness + Happiness Coach

I am a health coach ready my business,Most health coaches go by their name for the business, not sure if i want to do that, i would like a name that says what i do- help clients find health and happiness…

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Jay’s Answer:  I’m guessing that most people that would hire you are facing a health problem, and want to get better. Are these people mostly overweight, or eating poorly, or in a chronic health “crisis”? How old are they generally? Men or women? Where would they be located (face-to-face coaching in what region)? And most importantly – why would they choose to work with you? What do you know that they’d be willing to pay you for?

Help Me Name My Coaching Business

I just started out, a change from being a teacher to a Coach. I  took on many Coaching Lessons, Life Coaching, Business Coaching , Self Esteem Coaching and the NLP Coaching.

Now, I am looking for a great Coaching Name, that will ATTRACT International Clients and will tell as tell them  I able to coach at all areas.  I need you to help me with: A good coaching name and a great tag line.

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Jay’s Answer:  Congratulations on your change of career.

A name and tagline won’t perform the magic you’re hoping for. International clients don’t buy a name – they buy a promise of a unique benefit/value that you offer.

That means you need to deeply understand: who specifically might want to hire you, where they are located, why they’d choose you (and not choose any of your competition), what makes you different/special, and when they’d likely want your services. From the answers to these questions (and more) you can begin to not only craft a name and tagline, but also develop an entire marketing strategy to attract clients to you.

Name My Shadi Dance Business

Want a name and a suitable tagline for my new Event management business. We focus on mainly shadi dance, a.k.a, Geet, birthday parties, etc.

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Jay’s Answer:  A name and tagline should be focused on your customers’ needs, not simply what you’re offering.

Are they looking for Shadi Dance events? Or, being entertained? Or, teaching a group of their friends how to dance? Or, building a workplace team? Or, preparing for a public performance? Who are your customers – their age, gender, fitness level, etc.? Why would they want to hire you (instead of one of your competitors)?

If you’re not sure about the answers to these questions – start by doing your homework now. Who will pay for what you’re planning to offer? When? Why?

How Do You Make Them Feel?

Make Your Prospective Customers Feel Better
(Photo by Thai Jasmine)

You’ve likely heard to focus your marketing on WIIFM (“what’s in it for them?“). Most companies tend to (initially) overly focus on their offering (“what can I do for you?“). However, research continues to show that people aren’t interested in what you’re selling until they perceive the benefit to their needs.

So companies then rewrite their marketing, to clearly articulate a benefit that their audience values – and then show how their offerings provide such benefits (“Got this problem? We can help!“). That’s much better, since it allows people to logically understand your offering in ways that they immediately value.

From a psychological standpoint,  you ultimately need to convince people logically and emotionally. So, instead of just focusing on logical benefits, incorporate emotional benefits as well (“Got this problem? Relax – we can handle it!“). Ultimately people want to feel like they’re making the right decision, and to help secure the feeling, appeal to your prospective customer’s emotional needs. Too much emotion and not enough logic won’t resonate (“Got this problem? We know how you feel!“).

Therefore, it’s important to understand both the logical and emotional benefits your audience values. If you’re unsure, start by looking at Maslow’s Hierarchy of Needs to determine the need your offering best satisfies. And if you’re not sure – ask people why they value what you sell (not simply why they buy it).

“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”
– Maya Angelou

 

Layer Your Presentation: Practicing

Layer Your Talk With Passion
(Photo by Sanctu)

In last month’s article (“Layer Your Presentation: Research“) I covered the basics for getting ready to write your presentation. In this month’s article (part two of three) I cover the details for practicing your presentation in the comfort of your own home or office.

Get feedback. Before you go any further, find someone to read your draft and look at your supporting visuals. The reader should be someone who would be able to put themselves in the mindset of your audience member. If they can’t understand things now, fix it. Don’t assume that the power of your speaking voice will make things better.

Practice the speech as written. A speech on paper often doesn’t sound natural when read aloud. You’ll want to add natural word connectors (more formally called “discourse markers”) such as oh, well, like, and now. You might also find that certain phrases trip up your tongue too much. During this phase you’re subtly rewriting the speech to make it sound right to your ear.

Practice the speech as if you haven’t memorized it. The flip-side to memorizing your speech (or reading it from your notes) is that you’re more likely to give each word you speak equal weight and timing. This sounds mechanistic. In your natural speech pattern you speak at different speeds, different octaves, and even grasp for words. Practice adding these natural patterns to make your speech sound a bit less rehearsed.

Practice the speech while standing. Get used to standing comfortably (and naturally) for an extended period of time. The simple act of practicing your speech while upright will naturally adrenalize you, so standing can help you practice relaxing more.

Experiment with body dynamics. Your body dynamics can also be used to support your speech in similar ways to using visuals. Walk around a little when talking. Pay attention to what your hands could be doing. Lean forward. Research has shown we get as much meaning from watching body language as we get from listening to a speech (do you prefer to listen to a speech over the radio or watch the video?). On the day of your speech, you can always “dial down” the body dynamics. But if you need to infuse energy in your speech, and you haven’t practiced doing so, it’s unlikely you’ll be able to suddenly add it.

Practice with technology. Will you be reading from a dais or a teleprompter? Will you have a handheld microphone? Will there be camera people filming your talk? Technology can easily fluster you if you haven’t used it before. Borrow a friend’s gear to get familiar with how it works and what works best for your style.

Get fit. If you’re not in shape, start a small fitness regimen. Why? Treat your presentation as a marathon. By having a fitter body, you’ll be more able to handle the rigor of mental stress and physicality of standing (for hours on end, if you’re recording a video).

Next month I’ll cover how to actually perform your presentation.

Need A Tagline For A Documentary About Suicide

Hello, we just completed a documentary about suicide prevention and awareness called “No Face”, meaning suicide has no face, it affects all races, genders, social status. I would like a tagline that is poignant and reflects that this is a global crisis. Thanks so much.

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Jay’s Answer: Since “No Face” doesn’t explain to the average person what your documentary is about, then I suggest that the tagline should make it clear. For example: “The Global Suicide Crisis Documentary”.

How To Survey For Potential Franchising

Hi Mr.Jay, Inspired by your patience and excellency towards answering our questions. I am student from India. I need to conduct a MR survey for establishing a franchisee of special steel. I have a great location to do the survey. But what should my questionnaire consist of? who should be my target audience (Customers / existing re-sellers)?

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Jay’s Answer: A survey looks easy to write, but it’s quite an art. You need to first understand deeply what the goal of the survey is. Are you trying to simply pre-qualify people to become a franchisee? Or, are you trying to better understand if/when/why they might want to become a franchisee (or not)? Surveys are notoriously a big time waste for most people – that’s why you need to make the survey short, easy to complete, but with the ability to analyze what people are telling you. Also, make sure that all surveys have contact information – so you can reach out to people in case you have specific questions about one of their answers.