Naming Programs, Books, Classes, Projects | A resource
I’ve been working closely on some naming projects recently and it’s brought home to me yet again how very critical naming is. The difference between an idea you think ‘should be great’ in your head, and a market-driven name is vast, and I hope to publish a few before-after examples in a future post.
As you know, I’m an advocate of the idea that in business, you have to put as much if not a lot more effort into *marketing* your offering, as you do in creating it.
Breaking down this chunk we’re calling ‘Marketing’ then, let’s tackle naming a little. In landing on a fantastic name for something, here is the start of a process I use.
> Browse Amazon or other portal site for titles of similar projects
> Browse those same sites again but in completely unrelated areas for crazy possible connections. (A favorite of mine is to browse the music section for the name of a non-music project…heavy metal and golden oldie titles can be particularly inspiring for some reason.)
> Do some keyword research at the reverse search tools like at Overture/Yahoo: inventory.overture.com (no www.)
> Start a running list of odd connections, words or phrases that stick out. Shortlist, polish, test.
It’s a little like coming up with the headline on a long-style online sales letter.
In addition to Amazon there are some publications that do naming very well and one of them I discovered earlier in the year at the Power of Collaboration SuperConference - the JCC Manhattan Program Guide.
This is a stellar organization of remarkable people and their guide is an incredibly useful resource for when you’re trying to name your next new thing, and each season they come out with a new one!
Check it out:
It’s Never Too Late to Date: How to Find the Man of Your Dreams after 60 (page 32)
Baby on the Way…or On Your Mind? (page 36)
Buying Your Own Home Sweet Home (page 24)
For Parents of Estranged Adult Children (page 19)
Real Hassids: Mysticism for the Masses (page 12)
P.A.C.E. – People With Arthritis Can Exercise (page 60)
To download the latest JCC Manhattan Program Guide, Click here
Not only is a great example of naming elegance and results, but perhaps an even better model of being highly-tuned to a target market, their specific abiding problems and concerns, and meeting those needs head on, with heart.
Besides, I have a particular affinity for their summer program cover. Can you see why?
Uncanny!
For those lucky enough to be in the area and can take advantage of membership…check out the class called ‘Fluidity’ for me would you? On page 60, here is the description:
Achieve the trim look of a dancer by using a Fluidity bar and resistance bands. Derived from ballet, yoga, and PIlates, this therapeutic method will tone your whole body.
What’s your best titling effort to date? What’s your worst? Any titles needing rehabbing? Post here and we’ll have a swing at the cat.
Hey Andrea…..
Here’s a kitty to bat at:
SACRED SUSTENANCE
Remembering and Reclaiming your Joyous Relationship with Food and Hearth
Is that a bit wordy, vague, etc.? I have had NO calls on this one, and I was so excited about it! Any feedback? Swing away!
A 6 week Teleclass, just in time to bring joy and mindfulness to food for the holidays!
Starts Tuesday, September 19
8-9 pm Eastern, 7-8 pm Central, 6-7 pm Mountain, 5-6 pm Pacific Fee $30
To sign up call Licia (719) 657-0424 or email at licia@goofygoddess.com
Hi, this is a comment for Felicia. First, I think you have a great idea with your program. Regarding your title, it resonated with me until I got to the word “Hearth”. That confused me and diluted my interest. Also, is it possible that your target audience has never had a joyous relationship with food? So that it would be hard for them to reclaim? For many women, a joyous relationship with food is something that they would be establishing for the first time.