How did you name your business?

Hi Joe,

I remember watching a video where they were talking about this subject. I think it might have been the Direct Mail Boot Camp (or something like that).... Gary Halbert made the same point you did. He said that he liked to push the brand of his own name, because that way, he's not only promoting whatever he is doing today, but whatever he is doing tomorrow as well.

Another thing to consider, though, is whether you plan to sell the business. If you plan to sell the business in the future, then it might make it more difficult to sell if it is so closely tied to your own name. Or alternatively, it might make you less willing to sell it. I think this is why Bill Myers has often used quite "generic" business names - like "Group M" and "Hamilton New Media". These very non-specific names give him freedom to do what he likes under the name, and also makes it possible to sell the business in the future if he chooses to do so.

So I think you have to take all these things into consideration....

- Dien Rice

> I can tell you how Rickenbaugh (I hope I
> spelled it right) Pop corn paid $25,000 to a
> marketing expert in New york. They can him
> his own name to use. It works.