When you’re excitedly creating a new offer for your online service business and it comes time to name your service, do you find yourself getting overwhelmed and unable to make a decision? Make it easy on yourself (and others). Choose simple.
OK, so that’s not an exciting answer, especially if you’re a creative solopreneur or you feel deeply connected on every level to this new offer that you’re preparing to share with the world. It’s understandable that you are inclined to choose a name that adequately reflects that depth and creativity. To express YOURSELF and what it means to you.
You may find yourself wanting to be abstract or use metaphorical language. To be more alluring or witty than others who do similar work (so you can stand out). Or show your expertise by sounding ‘coachy’, using insider terminology or diagnoses.
But when it comes to making money in your online service business, you need to remember that it’s about your potential clients. It’s about answering their “What’s in it for me” question vs you expressing yourself or your process (which can show up, but I think it’s more helpful when it’s done in other ways).
Plus, you’re choosing a name for a service, not a product. And since services are about transformation, I’ll share my thought process behind this “simplicity” approach to naming your offers. You can decide whether it’s a good fit for your business.
Name your service in a way that is simple on these 3 fronts:
Simple for your ideal clients
You will do your ideal potential clients a favour if you make it easy for them to quickly understand the gist of your offer. You can do this by being clear about what it is and how they will benefit. With your service AND your ideal client in mind, consider:
- What does this person want MORE of (to learn, do, change, accomplish…the outcome that you ultimately address in the offer)?
- How does this person want to FEEL (or avoid feeling, after and in the process of working with someone)?
- What problem is this person seeking help to overcome?
Consider names that directly address their urgent goal or challenge. Decision fatigue is real. Make the benefit of your offer clear so, as soon as your folks see it, it will make things simple – no wondering if it’s right – it just makes the decision process so much easier.
“I need that”, and “That’s what I want”, are VERY different than “Oh that sounds so interesting” and then a giant pause while they try to figure out what it really means and why it should matter to them (IF they invest their energy to give it a second thought).
Simple for referrals
You make your life easier as a sensitive solopreneur when you create an environment where new clients come from referrals.
When you choose a name for your service that makes it easy for your contacts to understand what you do for who, they can more easily come up with people to send your way (or mention you when that great-fit person posts on social media or makes a comment about that particular problem or goal).
Keeping the name of your service simple (vs clever) can help you to be remembered for your specialization. As in the previous point, niching helps with this.
Simple for SEO
The search engines are always working. Help them work for you by considering a name for your service package that is a fit for your ideal potential buyer AND includes keywords that you could rank for in search results.
I recommend that you start by considering real people first before the bots, but if you can combine the two, why not? I share some simple tips for keyword research in this post.
Marketing doesn’t have to be flashy to be effective. So what you name your service doesn’t have to be either.
After all, for many of the sensitive and heart-centered solopreneurs who I work with, the last thing they want to do is sound salesy. So they tend to over-compensate by moving closer to the esoteric or fanciful side of things when they name their offers.
Your service offers a transformation. From the before to the after. While it’s not the only way, there’s nothing wrong with being pragmatic when you name your service. In fact, it can help people (and bots) to make decisions.
Know your ideal potential clients. Understand how they describe their before and desired after. Choose a name for your offer that speaks to that (because that’s what they’re looking for). And, ideally, make it more SEO-friendly by choosing competitive keywords so you are more likely to show up in search results. Keep it simple.