LESSON #22: Branding and Naming Your Product
In the past few lessons, we’ve gone through the process of selecting a niche market, and defining the topic of your information product.
Now we need to talk about your branding strategy and come up with a title for your product…
(Watch this video…)
Main points:
1) It allows you to begin with the end in mind, and have a strong vision of the finished product.
2) It enables you to get a jump start on some marketing activities.
3) It helps you determine how the product fits in with your overall brand.
4) If the product is being outsourced, a title helps provide focus and direction.
- Invokes trust
- Builds loyalty
- Connects emotionally
- Trademarks can be registered directly through USPTO government site
- If you want help, try Legalzoom
1) Brainstorm adjectives
2) Get synonyms (http://thesaurus.reference.com/)
3) Focus on the benefits (not the features)
4) Make it easy to pronounce, and easy to remember
5) Must be catchy enough to stop a member of your target market in their tracks
(think shocking, provocative, exciting, controversial, motivational…)
6) Look at the ClickBank marketplace to see the titles of best selling info products (just don’t get suckered into buying them)
7) Consider “How to…”
8] Try my reduction method. (It doesn’t always work, but sometimes it does)
- Write down exactly what the product is.
- Condense it into 1 sentence.
- Then condense it into 4 words or less.
9) Play with the title scorer: http://www.lulu.com/titlescorer/
*Just DON’T put much stock in it (seriously), because information product titles are different from bookstore best sellers.
10) Split test titles on Adwords
11) Consider a traditional title/subtitle format. (Title gets attention, subtitle explains what it’s about)
12) Google it in quotes to see if someone is already using your title.
13) Get feedback.
Action steps:
1) Think about your branding strategy, and decide whether it will affect your title
2) Come up with a title for your product
Keep in mind that you CAN always change the title later on. It’s not set in stone!
After you’ve come up with a title for your product, it’s time to stake your claim on the web and register a marketable domain to go along with it. There are good domains and bad domains, and I’ll be talking about all of that in the next lesson.
As always, you are welcome to post your questions and comments below 
Have a great day!
Hi Eric,
Yes, I agree with you Eric. The branding and naming of your product can be important to your future success. If a person chooses the right name, this could bring a lot more traffic to your site.
Eric, I would suggest coming up with the top three names that a person likes and getting those names registered as a domain for a website. After that, you can always play around with them to see which one you like better. In addition, the other two names could be used at a later point to drive traffic to your main website.
Thank you for another great lesson packed with valuable information.
Tom
http://www.vipmarketingsecrets.com
That’s not a bad idea Tom. I’ll be talking all about registering domains in the next lesson, and I’ll mention the possibility of registering a few domains for the same niche
is it ok that i still didnt find what information product i want to do? or the lessons now begin to poeple that choose already what to create.
thanks
Going forward, the lessons are geared for those who have chosen a niche. I suggest going back to the previous few lessons and try to come up with a niche that you’re interested in which also shows good profit potential. You can certainly keep learning by watching all the lessons, but you’ll learn better if you can actually DO the things I’m teaching.
Thanks again Eric,
you always provide us with powerful free information that is of great value to us.
Keep up the good work you have gained our trust
I really find this the fun part. Getting into the core of how to actually get a product vision clear. Thanks
Rich
Hi! Eric,
If I’ll tell you that in each lesson I am learning something new, I’ll just repeat myself.
For lesson 22 I’ll tell you something different.
I am a person who buys a lot of e-books, books, you name it, and I have the habit of reading them. This is me, I am comfortable to learn reading and applying, and I never buy a publication and let to collect dust.
In Lesson 22 you give us info what is unique in nature, in none of my readings guru or not-guru, nobody explain the importance of branding your business in such details. It is not only good training it is unique and deep enough to be useful. Tomorrow I’ll start watching one more time the video and I’ll start thinking about the interesting concept of “the value of branding my business”, and I’ll do my best to come up with a title. The process of choosing a niche is done.
Thanks a lot, the lessons 19-22 are incredible useful, really deep knowledge, and 22 has unique info for me. You are an excellent teacher!
Michaela
Thanks Michaela, I appreciate it
Hi Eric,
In terms of branding, i believe it should not be too long and always easy to remember and catchy as well. This way we get a good first impression as well to our customers or visitors to our website.
A short question: Is it better to use a 3rd party autoresponder or is it better for us to setup our own autoresponder on our own website? Recently I setup my own autoresponder using ‘Media Autoresponder‘, what would you really recommend?
Thanks for another wonderful lesson with important information for us all to follow.
Your Free Digital Resource Center
http://www.dbookworm.com
For an autoresponder I recommend Aweber. That’s who I use for all of mine.
Eric,
I want to thank you for the enthusiasm that you express with your knowledge, you instill into your students. Your lessons are complete and easy to follow.
I understand branding, as the field that I am currently working myself out of, has established itself with branding their, colors,store layouts, decor on the wall, text of boldness in their title of business, as well as the uniform tops that identify their employees.
Indeed with much gratitude thank you
Kaycee
Cool, thanks Kaycee
Hello Eric -
For now, the (mostly) free information on my website is the product. But I’ve joined a monthly PLR video club with “how to” online business information that I’ll be selling soon, however.
Does one put a brand on PLR products?
Yes you can brand PLR products. In fact, that’s probably the most powerful way to use PLR: change the face of it and brand it as your own.
Hi Eric
And Done I tried putting http://www.ericstips.com/tips/lesson23/into the address bar and hey presto nothing…
Cheaters never prosper.
I want to get on with the meat of the project. I made friends with a web master who’ll advise me on key issues. But still the tech side is still all Greek to me.
Hehe, good thinking
It’ll be done soon…
Is there a way to get all the lessons from no.1 through to the last one.(The URL`s to the videos)
Thank you
Not yet. I’m still making them and publishing them as they’re completed. I’m currently playing with some ideas to compile them and format them into a stremlined course for people to go through more quickly…
Yes, cody is my real name. Buffalo Bill was my Great, Great, Great Uncle. thanks for the insights. You make a lot of sense. Small wonder you make a good living at this.
Cody
wow that’s cool!
Hi Eric, as Richard says this can be the fun part but also another make or break strategy. Your product name is like a mini headline that either attracts instantly or gets ignored. Just like a compelling headline if your “name” is irresistible…if the reader just has to find out more you could be on to a winner…
Fantastic course btw
Cheers:)
Glen Crosier
Brighton, UK
Well said!
Hi! Eric,
I absolutely agree with Michaela. You have the best ability to teach. Everething you teach is simple, clear, very useful. Plus every lesson has a great power of motivation.
Thank you for another great lesson!
Halina
Hi Eric,
I am right here following your Lesson 22. I have been reviewing and reviewing all the Lessons. It’s just awesome.
I just started doing Affiliate Marketing online and doing Network Marketing offline. Your Lessons are indeed very helpful.
I am very excited and looking forward to every one of your coming Lessons!.
Thank You very much.
Yet another great lesson you have given us. Now I know how important branding is to the success of my online business.
Thanks so much for the tips in creating good product titles.
Innocent.
I HAVE BEEN FOLLOWING WITH MUCH INTEREST THE WONDERFUL EXPERIENCE YOU ARE SHARING WITH US. THEYARE JUST EXACT FOR BUSINESS START UP.MAY THE LORD BLESS YOU.
Just wanted to add that if you need help with a filing like trademarks or domains, you might try The Company Corporation. I’ve used them in the past. Prices are reasonable, and I liked having someone else do the work. http://www.incorporate.com. Hope this helps.
Hi, Eric!
This is not about bran name. Although we might run to you again for your opinion. We are now in the process of creating a website. What can you say about SBI or SITE BUILD IT. Also, how about Blue Voda?
Have you heard of them?
Sorry too much questions. Thank you for your very helpful inputs.
Blessings,
Michael and Jill
I actually answered someone about SBI in the last lesson:
http://www.ericstips.com/tips/lesson21/#comment-52715
I am not familiar with Blue Voda. I’ll be talking about my preferred service providers in the next couple lessons.
THAT WAS ME! I READ ONE OF THOSE 30 EBOOKS ON HOW TO MAKE $1000PER DAY AND AFTER THE INITIAL HERES WHAT YOU DO……AND THE PROBLEMS WITH A DAY JOB……..
SBI/ SBI / SITE BUILD IT.SBI/ SBI / SITE BUILD IT.SBI/ SBI / SITE BUILD IT.SBI/ SBI / SITE BUILD IT…….. YOU’D HAVE THOUGHT HE’D HAVE A LINK…. OH THAT’S RIGHT HE DID http://WWW.SITEBUILDIT.COM lol
Eric,
Your lessons give us so much to consider and this latest, Branding and Naming Your Product is no exception.
At one time I created promotional brochures and I always turned to others in my department for ideas for titles. Perhaps it is because of this history that this particular lesson has resonated with me.
What a simple concept: sum up exactly what the info product does in a single sentence, and then condense its purpose into three or four words. Simple, yes, but one I never would have thought of on my own.
I am sure your lessons make a meaningful difference in many people’s lives. Mine is no exception.
Hi Eric I wondered if you could recomend a site for constructing a web site. Like The “in plain english” The common craft show.
I know it’ll be longer but Ive just spent the last 16 hours learning every thing from wiki’s to rss feeders and delicious bookmarks and joomla web construction.
I’m not suffering from info overload I’m just itching to learn and to put it together.
Great Great Great Great Great Lesson.
and The next internet millionaire looks so cool
did you sell it to any TV companies?
Regards
Mark
We’re just a few lessons away from starting to put together your website.
We did not sell TNIM to any TV companies, as of yet. We had some that were very interested, but it’s tough to get a show picked up.
Hi Eric,
I love what you are doing here for us.
I have a question I am really hoping you can help me with.
Actually, 2 questions.
We are a clothing manufacturer and we supply boutiques with high end baby clothing. I just opened a retail site last week on the Yahoo Store platform to get started.
I am working on a blog and also free info products too - to be. See why I love your generosity? I am learning so much and I thank you.
OK - on to my questions:
1. Do you have a recommendation for a company or mentor who combines Web 2.0 with retail sites for a Free or resonable fee? (I know of $10,000 web designers but that is not what I want to do. I want to do it myself if possible.
2. Do you recommend a video recorder for website videos? Easily editable.
Thanks so much,
Carol
Hi Carol,
Check out xsitepro.com Its one of the best and easiest web design programs thats also geared toward the internet marketer…it’s really an incredible program!
I agree with Gary, XSitePro is a great program. Here’s my affiliate link for it:
http://www.xsitebuilderpro.com
To answer your other questions…
1) for online retail, I honestly recommend StomperNet. Brad and Andy really specialize in that area (doing millions per month with their e-commerce), and I know they’re using some web 2.0 stuff as well. They have a new program coming out in about a week, so if you will remind me I’ll send you the link as soon as it comes out.
2) for screen capture videos like the ones I make for these lessons, I use Camtasia:
http://www.techsmith.com/camtasia.asp
Yes,
I am using xSitePro as well to design my websites and I am very happy with it. It is intuitive, easy to use, a lot of functionality build in and very good support. I probably put only 3-4 questions, and I got my answers in 4-6 hours and the answer was 100% accurate and applicable.
Regards
Michaela
Eric,
Your explanation on branding strategy which embrances words, images, ideas, logos, colors, style etc. was well outlined.
Your definition of good branding which are invokes trust, builds loyalty and connects emotionally was well articulated.
Thanks for the good services which you are rendering to the Community.
Together we shall win!
Adesegun Akitoye
http://www.repeatrichrelief.com/pips.html
Hi Eric,
I have watched most of the lessons more than once and can’t say strongly enough how much I thank you for them. The slower speed at which you are moving should allow many to really think through each step and avoid becoming discouraged.
I have two products (small ebooks) and a couple of web sites on which to promote them and hope to do so successfully with your lessons. I would like to be able to send you a PDF but cannot find any way to do so direct and did not want to bore 9or give it) to all 34,000 subscribers.
After this last lesson I did a Google search for “Erics Tips” (I follow all the links you use in the lessons). There was a particularly offensive, at least to me, paid add there by a would-be competitor of yours with the text: Erics Tips Forget That… I don’t know if you would want to comment or not but I was wondering how you might address them.
Please continue with these great lessons.
Bob
That’s basically a “leech” method of affiliate marketing. They are leeching off my noteriety for their benefit. Fortunately the ad is not too slanderous or else I would probably do something about it.
On the one hand, it’s a very smart technique, and it often works well (I’m sure it works much better when leeching off people who are more famous and more searched than me).
On the other hand, I do not recommend ever using someone’s name or brand name in a slanderous way in an ad.
This is one reason why it would be smart of me to trademark “Eric’s Tips” (hmmm, I think I’ll do that). With a trademark, I could request Google to kill the ad.
A more acceptable (yet equally leeching) way for them to have written the ad would have been something like…
Eric’s Tips?
If you like them, you’ll love this…
DONT GET EVEN!
GET AHEAD!
SPOKEN LIKE A MASTER ERIC
Thanks for the comments, I have to complement you on maintaining your attitude.
Bob
Eric:
I am enjoying your lessons and have an ebook in mind; however, I do not know how to proceed with the PDF development nor what software program I will need. Will your future lessons
give me information on this, or can you refer me to another source?
Glenn
http://www.wealthinfoplus.com
Yes I will cover PDF creation in the lessons
In the mean time you can do it for free with Open Office.
Hi!
I used all king of graphics in the past, but starting 2008 I am creating my own graphics, sometime I have good ideas, sometimes I do not, but at lease I am original (in 2008!).
I am not as talented as Eric is, you will see soon my graphics on my first niche I am working on, and I will welcome constructive criticism.
I have spent Labor Day weekend creating: a concept, a logo, a header, and footer.
I am happy with them, but art is subjective, and I’ll use them as soon as we begin to build: website, blog, first ebook etc
This will be part of my branding effort starting now.
Eric this is not a competition; but I value your artistic eyes, and I really want to know your opinion when I’ll publish my first peace of work within this e-course.
By the way, I need a good free software to create covers.
Until then, Happy Labor Day to Eric family and all my pears on this e-course.
Michaela
Once again Eric you have over delivered. You always deliver information of value.
Thanks.
Hi Eric.
Regarding branding.
A good while ago I registered the domain name fred67.com for personal reasons.
The fact is, I’ve got so attatched to it that I’m associating most of what I do online to the fred67 prefix. Naturally it slips off MY tongue easily and I find it a memorable, short & easily recognisable logo.
I’m now quite worried that it actually doesn’t MEAN anything to anyone else. Although having said that, ‘Google’ was just a nonsense made up word once, so maybe there’s hope after all.
Pete.
It’s funny you ask
I address this exact thing in lesson #23. Generally I think it is not good to have a number on the end of your domain like that. I’d recommend coming up with a different name for your main brand.
There are always exceptions. If you can achieve true top of mind awareness with your branding it can become a powerful brand name (Think “Phillips 66″ gas stations, or 43things.com).
However, it is tough to achieve that level of branding. Also you’re inviting competitors to easily undercut your brand. For example, suppose Fred67 becomes super popular. How easy would it be for someone to register Fred66, Fred68, and (gasp) Fred69 and start leeching off your success? then Fred77, Fred767, etc… and soon your brand could be lost in clones…
hi Eric. please help with one thing!!
if i know to find a great small niche very targeted one , can i make money by selling this targeted domain name that i buy ? (i am talking about small niche but very target). what do you thing?
thanks
It’s hard to say without knowing the specifics. Here’s the key in this stype of situation… can you REACH the members of the niche? If you know how to get your product in front of them then you can make money from it.
[…] In the previous lesson, we talked about branding your business and naming your product. […]
Instead of coming up with one info product, I have designed a website (began it in March) designed for a particular niche. Now, I am aiming at designing pages around subtopics for that niche, ie each page would have content focusing on a particular interest for that niche, and I would add products to sell related to that sub topic. So, in a sense I would develop a website where I can continually update content and write articles around these subtopics, and keep products listed on each page. Does that sound like I am on the right track?
good job done , still following each day .i hope i will be able to produce my first info product at the end of the tunnel. once more thx Eric, u deserve a “bat on the back”
I agree with you! Once I created the title everything else just fell into place and the ideas just keep coming! I am loving this so much!
perfect job done , im still on
Hi Eric,
Naming or branding of a product, not yet but we are more working on people products. Your lessons today has given us an ideas to think of our own products. We always like branding the products by our name.
Ths, regards.
Where is the next lesson????
Hi Eric,
This is a really tough one for me. I always struggle picking a name and branding because I feel that it’s going to be around for a long time and I don’t want to make a mistake.
Brainstorming does work because you get ideas that you would not have thought of on your own.
You always give us a lot to think about.
Thanks again.
Dear Eric,
Hi great info as I have been following it in every lesson, I am just a little puzzled in where do I put these two links about affiliate products I am promotting, here they both are could you please explain to me by email. thank you.
http://tassie65.itsezy4u.hop.clickbank.net/
Click Here!
Thank you:
Regards Garry Woods
Hi Eric, this leson has been of tremendous help. Thanks a lot.
I was told, some back, that the ‘Swoosh’ (Nike) was originally developed by a college freshman who received $25.00 for the idea.
Yes, my name is Max.
Another good lesson, as usual Eric! I plan to rewatch this one several times to absorb it all. Great info; thanks.
Thank you for the information that helps us move forward with our visions and goals.
Dan and Deanna “Marketing Unscrambled”
hi Eric:lesson 22 video stops at 8.o2 min.
will not continue
It is most likely a browser security setting, or low virtual memory on your PC. Please try closing all programs on your computer, including all browser windows. Maybe clear cache. Then try again. You could also try a different browser… Firefox instead of Internet explorer, or vice versa.
Hi Erik,
Is it possible for you to add of button in how to make the screen bigger? for your tips?
Grace Stroup
For now there is no option to watch the videos in full screen mode. When I finish all the lessons I am planning on releasing them on DVD.
Hello Eric
I have a question:
If i want to have an info product business, should i have a proper Business name(like Irving Marketing , for example.) and then create my own products and follow lesson 22 and 23 to have the name for them… right?.. or should i focus all the business(name,hosting,domain)on the specific info product..
i am a bit confuse in this naming subject… for example you have Eric’s tips and from here you promote your info products. i am not saying we all should have an Eric’s tip site you know like bob’s tip,mike’s tips, but we should have something or someplace where people may go and see who is the person that made the e-book or “how to” manual..you know what i am saying? or am i talking crazy here…=(
be cause like you say we have to build trust and good relationship with a list or the buyers of your products…right?
so do we brand our selves along with the info product or just the info product..?
best regards
Irving Orta
There are different strategies for this.
Some business owners are more product focused, and they can do well in their niche by having a good product and not really creating a brand for themselves or their company.
But I would say that the most successful business owners DO create a solid brand for themselves.
That’s why its important to start with the big picture, and consider the overall vision for your business.
If your vision is to have a long term business, and to become an authority in your industry, then you should definitely start with a business name, and put that brand on everything you do.
So no you are not talking crazy, you are on the right track. You will have a better chance of long term success if you do brand yourself.
thank you very much Eric.. it’s clear now…so i have to go back to the vision and goals lessons…i’ll do that today and work on them until i get them in writing… I have to really work on my definite chief aim for this IM biz..otherwise the rest of the lessons will just not make any sense…
best regards
Irving Orta
Thanks Eric
I have been thinking about this for a while!
I have a lot of ideas going on in my mind!
I even started to create a website, but i think OFFICE LIVE did cheat on me!
Eric can you tell me a little of registrating a domain, if not included in the next lessons?
regards
It will be in the next lesson
Eric, I have not received any more of your lessons, do you know why?
Robert
Eric has been away on vacation in Europe, but is preparing new lessons. Lesson 40 will be completed and posted soon.
ERic, I’m beginning to get the picture of the parts making the whole. My niche is universal. There are no exceptions. Reference ‘trademarks’, I’ve research 25,000 - have another 25,000 to examine. Hope I can ‘name’ search in Trademark Office now - couldn’t previously, had to go page by page.
Debating if if an INFO BOOK would harm or help cash raising - have web maker - associate, and have several domains already purchased. TIME LINE: marketing the membership concept can preclude the campaign roll-out, requiring a physical product already -in a generic form, available. My product patentable. Al [nickname]
HI ERIC: I HAVE ALREADY THOUGHT ABOUT REFERING THIS SITE BEFORE I EVEN GOT TO LESSON 22 KEEP UP THE GOOD WORK THIS IS WELL WORTH LISTENING TOO.
NO WEBSITE YET JUST LEARNING EVERY THING FIRST.
Hi Eric
Thanks for lesson 22, I realised the previous name for my business was too vague. Trying to build a store, and feeling swamped by all the techie stuff involved - I won’t give up though!
Looking forward to the creation of pdf info. By the way is that you on the funky guitar?
Thanks,
Audrey (real name)
Actually the guitar was a sound clip in GarageBand on my mac, and I just edited it into a sequence
Eric, again thanks for the step-by-step outline.
Curious, I started my site some time ago and began thinking of an ebook to write. It is now finished and am having it reviewed by a couple of people to get feedback. So I am enjoying the lessons for when I go to published. However, it is not titled in the method you are stating since it is small market for the niche I am in. I hope to have other ebooks written, a series of instructional books, and wondered if the name of my site plays better for the titles in the future? If you can answer this by my email, it would be great. Or I will check back here to see if you are still reading these comments. Thanks,
Tim
Hello Tim,
It’s great that you are seeking feedback for your ebook. You could certainly build your brand including your website name in your ebook title, but if your tests and feedback are good, you may want to keep your current title this time!
Hi Eric,
I’m still researching my niche…Yes..Claudia is my REAL name. LOL…is Eric your REAL Name?
Hello Claudia,
Yes, Eric is his real name!
Hi Eric,
thanks for the great info.
Hi Eric
Rush is my real name but Shortened
Hi Eric, I really enjoyed this lesson. It convinced me that the name I have for my first product, Is a great choice. Thanks for all your lessons. They are truely inspirational….
Hi Eric,
You make sense
Butch Hannan(Anthony)
Hi Eric, My real name is Jack, short for John. My pen name is Ollie Nasara.
Yes, Eric that is my real name. I get asked that a lot.im probably a little slower at this than most same as my web page, its not either.I two daughters i have to share my computer with plus their drama filled lifes.They will be good actresses.Iwont quit.
Thanks so musch Eric… really love your lessons!!!
All the best,
Arne
Hi Eric; Good tips. Like many viewers, some may need to sell their house or car or other large asset someday. Our main focus is publishing eBooks but now that we are selling our house in Cyprus, we decided to make a website that has some branding as well. But since it is a one off effort, I don’t know it will be a worth branding - but if it works, perhaps we could build a FSBO Cyprus website with a branding for holiday homes in the Mediterranean. Any feedback on my site is welcomed, and hey - anyone who has made their fortunes on your advice - interested in moving to Cyprus?
Cool. Actually I do think it is worth considering branding for the sale of a home.
Many home sellers just register their address or something like 1234WalnutStreet.com, but I think a better approach in many cases is to brand it like “TheGreenbelthouse.com” or “TheOceanViewHouse.com”. After all, you’re selling a dream.
Hi eric! Im posting this in your comment box because A; I really like your lessons and I have gained a tremendous amount of knowledge from them.
B; You have a subscriber “Tom Curren” that is posting a link in your comment box that contains malware! I hope your not affiliated with this person. Its making you look bad! I had someone run a test on this link and it is full of malware. If you want the link to this report I would be more than happy to send it to you privately. I sent a note to your customer care page on 2-7-2010 and the response was immediate but the link still appears on your lessons. the link is —–
I have alot of trust in your lessons and I dont want to have anyone that is faithfully following you to make the mistake a click on this link. If they dont have security on their computer they are doomed!
Thanks for the heads up. I will check it out, and in the mean time.. by all means do not click his links.