Naming things is hard. And using the wrong name can tank your offer.
But no pressure, right?
I mean, when I named my children I spent months searching for the perfect name. But when it comes to naming a product or service, you don’t have months to come up with the perfect name. You want to get that offer out in the world, like yesterday!
So, here are my best tips on how to name your offer in the next hour.
Step one: Know your ideal customer
First, you have to know who you are talking to and what they really want. If you haven’t narrowed down your ideal customer, then take some time to do that first.
(We have a handy workbook as part of The Vault)
- Who can I help the most?
- What is their biggest pain point?
- What do they really want?
- Why are they looking for a solution now?
- What are their goals?
Once you can answer those questions, then you’re ready to think about creating a list of positive and negative words for your ideal customer.
You want to list words that will attract them to your offers and what words will send them running for the hills.
For example, we work with mostly female solopreneurs who aren’t so “woo” so we want to use words like easy, simple, growth, and strategy. We want to stay away from words like cheap, hustle, leverage, and game-changer.
When you use the right words, you attract the right people.
Step two: Research the competition
Once you know who you’re speaking to, you need to know what else they’re reading. Google is your friend here but poke around your favorite social media sites and blogs too.
- What are people who have similar offers to you saying?
- What words are they using?
- What are their offers called?
Make a list of words and phrases that catch your attention and words that repel you. Make note of offer names you’ll need to make sure you’re not copying too.
Step three: Brainstorm
Set aside 20 minutes to answer the following questions.
What are the results of your offer?
This is the transformation that will happen for anyone working with you. How will their life improve? What will their business/life/body/etc look like when they’re done? How will their mindset have changed?
What are the benefits of your offer?
We’re not talking about features here. Don’t list out coaching calls or workbooks as benefits. Benefits are the advantages you get immediately by implementing the offer. They happen after the “so that.”
Includes weekly coaching calls so that you have the support you need to implement the material. The benefit is the support.
Step four: Pull out the thesaurus
This is my favorite part of the process. Go to Thesaurus.com and get creative. Look up the words you’ve already listed and find others to add to your list. This can be a rabbit hole so set a timer so you don’t get lost for hours.
Step five: What type of offer is it?
Is this a program? Mastermind? Playbook? System?
Create a list of words that describe the type of offer you’re creating.
(There is a list of over forty words to consider in The Vault)
Step six: Cull your list
Now you need to start cutting. Cross out words that are overused, not quite right, or hard to say.
Start creating groups of words that could work together.
Pair words together with your type of offer words.
Come up with five to ten strong contenders for a final name.
Consider these naming conventions when you’re working through your lists:
- Alliteration – words that all start with the same letter
- Compound – smoosh two words together for a one-word name
- Acronyms – the first letter in each word spells something out
Step seven: Research the final contenders
Again, Google is your friend here. Lookup any name you’re considering to see if it’s already in use for a similar product. You don’t want to name your product and then get a letter saying you have to stop using it cause the name was already taken.
If you’re naming a coaching program and you find a restaurant with the same name, you’re probably going to ok. But if you find another coaching program then cross that name off your list.
When in doubt, don’t use a name that is already in use. The potential for legal action is too great to risk. Check with a Lawyer if you have any questions.
While you’re checking Google, make sure you see if there are any results that have a negative connotation. Such as an entry in the Urban Dictionary that you might not want to be associated with or a news event that would be bad press.
Hopefully, at this point, you are down to just a few contenders. Let’s check just a final few rules before you choose a name.
Five rules for naming your offer
Make it memorable
Avoid names that are so generic no one will remember them.
Make it spellable
Don’t use words that are hard to spell or pronounce.
Make it unique
Don’t use anything too similar to another offer, especially in your same niche!
Make it easy to say
Say your possible names out loud. Pretend you are filming a video introduction, does it roll off the tongue? Or did you have to stop and say it a few times to get it right?
Keep it short
Less than four words is best.
How to name your offer
At this point, you should have a name that explains the results and benefits of your offer using words that are clear, unique, and easy to understand.
I like to keep my notes and lists for reference for other offers or to use in sales page or email copy. You can even start a master list of words that resonate with your ideal customer for reference.
Now, I wouldn’t use this system to name your next child, but I hope it comes in handy when you want to name your next offer!