More on Naming Your Business

Like looking at your newborn for the first time, you want to make sure that the name you select for your business is a good one.

There are some key considerations, of course -- like NOT choosing a name someone else already has (see my previous post on this), and not choosing a name too close to another business name (because the website you want will likely NOT be available.

In fact, I hate to say it, but website name availability should probably be the most important part of your decision. Why? Well, it is possible to overcome a good website name, but you'll spend more time and money making that happen than if you plan ahead and pick a really good business name with a really good domain name to match.

What you're ideally looking for is either a) a good "benefit" oriented name ("Interview-Winning Resume Services," or "Get-The-Job Resume Services" or b) A completely unrelated word that you will then "associate" with "Resume Service" ("Apple Career Service" or "Dayspring Resume Service") or c) a geographically-oriented name -- presuming you never want to move -- ("Nebraska Career Services" or "Tri-City Resume Service" or "River City Resume & Career Coaching Service.")

Or, there's the "bandwagon" name -- in my case, that would be "Husker Career Services" because in Nebraska, there are literally *hundreds* of businesses with "Husker" in them (because of the University of Nebraska football team, the "Cornhuskers"). But I'm pretty sure most, if not all, of them are supposed to be paying royalties.

My best recommendation is [A], a descriptive name. A check of the thesaurus, and a couple of handy books I have called "Words That Sell" (and its companion "MORE Words That Sell" reveals some ideas:
Complete, Comprehensive, Ultimate, Acclaimed, Qualified, Ace, Professional, Awesome, Aspire, Acquire, Abundance (plenty), Abundant (plentiful), Acclaim (praise), Accord (mutual understanding), Actuate (put into motion), Acuity (sharpness), Acute (perceptive), Adduce (prove, show), Adroit (skilled), Advance... the list goes on and on.

Normally, you'd also want to pick a name at the beginning of the alphabet, because that will show up early in online, alphabetized search results (say, in an online directory), or at the top of a category in a printed Yellow Pages book.

You decide. Just be sure to make sure the domain is available, and most important, PRACTICE saying your business name -- like you're answering the phone, or introducing yourself to a prospect in line at the grocery store.