First Published on www.marketingprofs.com
"It's doubtful that any small business owner sits down to
compose a business plan and starts the list with a No. 1 priority such as: Get
lost in the crowd," writes Steve Woodruff at MarketingProfs Daily Fix.
"Yet, it would almost seem that many people, when naming their companies
or coming up with a tagline, actually adopt that as a goal!"
So if you prefer not to be noticed, Woodruff has advice like this:
Choose a name that means nothing at all. If you go with a nondescript name like Global Strategic Business Solutions or A&B Associates, you'll keep potential customers wondering what you actually do—and blend right in with all the other Global Strategic Business Solutions and A&B Associates in your office building's directory.
Describe what you do as generically as possible. According to Woodruff, companies use vague descriptions like "We supply business improvement products and services to businesses all over" to appear universally relevant. But at a significant cost: "[N]ow, out of 50 million companies, you're one of them," he says.
Use a tagline that states the obvious. How will customers know you're committed to excellence or the best in town if you don't tell them so? "And how many companies have you seen adopting this ridiculously obvious and overused phrase: We Mean Business!" he notes. "Now there’s an original and unique thought."
Borrow messaging from the competition. If your cross-town rival offers "complete end-to-end enterprise solutions to enhance supply chain productivity," use that language to tell customers you do the same thing. "Never lead—it's too dangerous," advises Woodruff. "Follow!"
The Point: If you lose bland language to describe your company, don't be surprised if you get lost in the crowd.
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