Some small businesses claim it’s getting harder to find a short, interesting short word that really sums up a new product they’re launching. One that grabs attention and has an appropriate meaning. One that “fits.” I disagree, so let’s have a look.
Google recently launched the beta of Chrome, a new type of Web browser. Folks who use it seem to love it. But I’m more interested in its name.
A recent piece in “Name Wire” discussed this topic. The author seemed to doubt its value, saying its too much of an “insider” name (the word “chrome” means something to them when it comes to industry jargon). You can see for yourself at http://www.namedevelopment.com/blog/archives/2008/09/google_chrome_o.html
Let me clarify… I’m no chip-head. I’m not a computer geek or expert when it comes to code or programming or such. I can navigate my way around a Help page pretty well, but that doesn’t count here. So I feel pretty comfortable in looking at Google’s naming as Mrs. John Q. Public would. And I really like it.
For most PC users, Google’s Chrome is an add-on feature to help “make the Internet run faster.” When I think of the word “chrome,” I think of Pimp My Ride. I think of Father’s Day antique car shows where one is blinded by the workmanship of chome enthusiasts. I think of chrome as a shiny automotive aftermarket add-on for hot cars to make them look even more spectacular. Just as racing stripes make a car look faster, chrome makes it look more expensive. And way cool.
So to me, Chrome on my computer will bring the perception of “cool,” speed and quality in an add-on customized, pimp-my-ride kinda way… then the name more than works.
Let’s hope the browser works half as well!
After a few hours of brainstorming, all kinds of thoughts had splashed down on the page. But from dozens of ideas, only a handful were strong enough to pass along for consideration.
So what made the difference? Why did some wording ideas seem stronger than others?
For this project, it was all about heart. The project involved the marketing of a fundraiser campaign. To motivate their specific audience into action, the message had to make a direct, emotional appeal in a sophisticated way. It had to tug at their heart – showing the donor that they can directly benefit in some way by making contribution, without stating it directly. It requires subtlety – that also packs a wallop!
In today’s economy, giving the talking points about your wonderful organization isn’t enough. The break-through messages are the ones that give the the donor (or client) a reason to feel great about giving (or doing business with you). It really doesn’t matter that you’ve been serving your community since 1962. What really matters for your message is how their donation can make a difference – making them feel good about themselves in some way.
Touching their hearts can open their wallets. Playing their heartstrings is key.
Every night after work, my cute husband and I relax together on the couch and catch up on the news of the day. When we first married, our faces were often lit by candlelight. But today, it’s by laptop – each of us tapping away on our computers, our faces bathed in the cool glow of our screens.
Now more than ever, people are on their computers, doing their “homework.” Before they buy, before they meet, before they call. The Internet gives us the opportunity to really check things out in advance, before we develop a relationship with the person, brand or business. Your online presence gives an impression – good or bad.
Be sure you use it to your best advantage.
Making the most of the trend of online research means offering more information for your customers than you may have in the past. Consider what information they need when making a buying decision, then give it to them. Tell them about what you do, your industry, your history, what makes you unique. Start a blog to share insider tips and advice to help them. Focus more on what they want to know… and less about what you want them to hear. It’s not about you – it’s about them.
People don’t buy a drill because they want to own another power tool. People buy a drill because they want to make a hole. Remember that.
The words you choose need to reflect the fact that you “get it.” Show that you’re the best choice for them.
As people do their homework online, make sure you’re the one who gets an A.