What NOT to Name Your Freelance Business

What NOT to Name Your Freelance Business

by copywriter and marketing coach Chris Marlow

Many years ago when I first began freelancing, I struggled over what
to name my copywriting business. The first name for my one-man
shop was Chris Marlow and Associates. Although there were no
associates, I imagined it made me look bigger.

Years later when I thought I was much smarter, I changed the name
to Ad Copy, Inc. It didn't get me any more business than Chris Marlow
and Associates. And it cost me lots of money for new stationary and
legal incorporation. Eventually I gave that name up too, since I was
not fulfilling the requirement of taking minutes at board meetings,
seeing as how I was the only board member, and a fully absent one at
that.

Finally I settled on plain old Chris Marlow Copywriting, which as it
turned out, was the best name for a freelance business such as mine.
And why is that, you ask? Because of the power of branding.

Over the years people have seen and heard my name, sometimes
many times, which leads to an inevitable (and hopefully positive)
impression. Even if they don't remember how they heard of me (e.g.,
they saw an article, happened across my Web site, received a sales
letter from me), they do remember my name.

And when the day comes that I have an opportunity to do work for
them, I am partially "pre-sold" because they're familiar with my name.

The reason I'm writing on this topic today is that many of my coaching
students who are just starting their freelance business ask me what
they should name their company. Of course, I always advise that they
use their own name.

If they want proof that there's value in building a brand with their
name, I simply ask them how many copywriting and marketing gurus
are "name famous"? We know the greats by their names…Bob Bly, Ted
Nicholas, Gary Halbert…even the old masters are known by their
names…John Caples, Claude Hopkins, Victor Schwab.

Invariably my students point out that "they" are not copywriting gurus,
to which I answer, "Well how are you going to become a guru if
nobody knows your name?"

Now, many copywriters do have a company name "at the back end."
For instance, Jay Abraham's famous name is out front, using its power
of branding to sell high priced seminars. At the back end, however, is
The Abraham Group, which exists to support Jay's marketing ventures.

So if you're selling something other than your copywriting services,
creating a company name might make sense. Whatever you do, avoid
cute, "punny" or irrelevant names. Names like "WriteRight" and
"Write-On" say nothing about your services or your benefits to the
client. If you feel the need to "beef up" your own name, then why not
create a tagline instead? I recently admired this one from the
signature file of copywriter Monica Day:
"Finding the words that work for you."

As a potential client, this tagline implies that Monica will exert effort on
my behalf ("Finding the words"), and that I will be pleased ("that work
for you"). Remember, simple and straightforward works best in
freelancing. Rather than coming up with a clever company name, put
your efforts toward doing good work for your clients. After all, YOU are
the product. Let your name be your brand.

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