Naming the site/business

[SueG]

Hi all

Just thinking (alot), is it better to have a name for your company that you have designed or your own name? There seems to be a mixture. In your experience is one better than another? Does using your own name spell success?

I am in the process of building my website now so I would value your opinions. Thanks, Sue

[hypno-therapist]

Hmm...

This all depends on a few things. Actually I have a colleague that is hot on Internet marketing and is a therapist too. I will see if I can twist his arm to come in and address your question.

Here is what he has done at his site - http://www.thetherapylounge.com

[Gandalf]

[SueG]

Hi all

Thanks very much for your great advice and thoughts, I will certainly bear it all in mind.

Sprinkle some fairy dust for me too please!

Best wishes

Sue

[CornelisBlokland]

There seem to be different approaches.

1. Keep it simple. If you make widgets call yourself the Widget Making Company. Good for Search Engine Optimization... but what if everyone else calls themselves WidgetMakers, Widgetizers, the Widget Company etc.

Also I think it's a bit tacky and wouldn't be good for when you grow into a global corporation (should you choose).

2. Think of something cool / funny / unusual / memorable.

Difficult to get right. Anyone noticed how Virgin was sold and is now being rebranded as Zaavi. A clear example of what is cool.. and what is not. Expect that to go the same way as Consignia (the attempt at rebranding the Post Office).

3. Use your personal name. Lots of people in the self-development industry take this approach. If your name isn't unique or doesn't sound good then you can always create a fake one. You have to be willing to turn your persono into a brand which might hurt you later on. For example can Tony Robbins ever completely step away from doing seminars and live trainings? I know he doesn't do many, but he has to do some. That's what people expect.


The last approach seems to be done most in our industry. I think it's because of the fact that hypnotherapists / NLP practitioners etc. can do all the work on their own. All they need is a client. So there's little stopping them from doing lots of different project.

For example Richard Bandler and Paul McKenna can work together but also do workshops, write books and produce CDs on their individually.

But just because that's the way most people do it... doesn't mean that's how it has to be. I can think of a good counter-example but I won't mention them cause I don't think they're very good.

[steveb]

Hi Sue - Steve from The Therapy Lounge here.

For what its worth, I have always been a believer in using a business name rather than your own name, but in all truth, it's not going to make much difference to your success.

Ultimately, irrespective of the name, you need to have: professional looking marketing collateral (including your site); a well defined marketing strategy (including a mix of online, direct and advertising); an absolute focus on cost per lead and cost per conversion (to ensure that you can empirically test different marketing aproaches with confidence) and finally; be good at what you do!

In our business, whilst you will need to spend money intitially building up a practice, the real value comes from minimising your acquisition cost per client, which is predmoniately about increasing the humber of client referrals and recommends.

Hope this helps!

Best wishes

Steve

[SueG]

Hi Steve and all

Thanks for replying. Good advice!

Have not formally run my own business before; can you suggest a book or website that can help with that side? Did not really understand the cost per lead and then conversion from lead into firm order until my husband explained it to me and related it to my business.

Intending on being the best I can be, still relatively inexperienced though. That's why it is probably a good idea to offer a free initial consultation, then have a gap before next session, which I will book at initial consultation, so I can offer the best. Any thoughts on that anyone?

Thanks very much for all your help.

Sue

[hypno-therapist]

[Gandalf]