How To Not Get Lost In The Crowd

Suppose you're looking for a florist. You wade through ads in the phone book for...

• Cynthia's Flower Shop
• Ken's Flower shop
• Bea's Flowers and Gifts
• Fine Flowers
• The Flower Garden
• The Flower Pot
• Thrifty Florist

and then you see...

All of these names tell you what goods and services the owner is selling. But which one catches your eye? Which one are you likely to remember?

Businesses are often tempted to select a name that straightforwardly describes who they are and what they do. Here are six reasons why you should resist that temptation.

1. No one will notice you. Enough said. Enough said.
2. If they do notice you, they won't remember you. (Without peeking: can you recall even one of the other names from the list above? And you just read it a few seconds ago...)