Don’t repeat your ‘what’ if your business name gives me a clue

If, by luck or construction, your business name gives me a clue what you do…great start.

Doing so allows you greater freedom in playing with the next few words, especially to achieve an emotional connection with a potential customer.

If I know your company is ‘XYZ Accounting’ for example, I’m much more clear what your business is about compared to ‘QRS Numbers’.

XYZ has the opportunity with their next words to tell me why they’re special beyond their spreadsheets – they can engage my heart.

QRS will need to make it clear they’re not statisticians, or data managers. Their next story will need to make it obvious they’re accountants.

All of which is OK, and part of the constraints and challenges of unearthing a clarity of value proposition in 2-10 expressive words.

However, if your business name does make it obvious that you provide a particular service or product you don’t need to remind me in your first most important story.

Each word is precious in a Million Dollar Message – ‘spend’ them wisely.