The other day I was on a clothing site called LuLus, whose fashions are obviously aimed at young women. I was looking at the purses and noticed that they were all labeled with very creative names. For example, Seven Year Itch Quilted Stitch Purse, In Hot Purse-uit Purple Purse, and Weave Got Your Back Brown Tote. Cute, right?
As I was reading these I was reminded of the names cosmetic companies give to lipsticks and nail polish colors. Back in the day, shades were just given a number. But due to growing competition in the makeup industry, clever lipstick and nail polish names became a way to show personality, create an image and set their brand apart. A clever lipstick name can actually get publicity just because of the name.
So what is the point of these witty names besides making a lot of work for the marketing department?
I have to be honest, these cutesy names were attention getting and kept me on their site longer. I kept reading each product name more out of interest than anything. So maybe that was the intention, if not the result. Creative product names and copy writing can keep people on your site longer and make them actually read the product descriptions instead of just scanning for bullet points. It also made them look like a cool, hip site which I believe is the image they are trying for.
I have always been an advocate of clever writing because it evokes a sense of personality, and when potential customers can get a better sense of who is selling to them, it helps them to feel like they know you a bit better and that helps to get them to trust buying from you. It’s also a great way to establish an identity against competitors who are a little more standard.
FINAL WORD: Think about your product names. Now, I’m not saying you need to go out and rename them all, because that may not suit your brand, and it depends who you are targeting. Obviously for a younger market, it can be quite effective. And we’re not talking cute here, we’re talking clever. Product names that show who you are as a brand. It can get attention.
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© 2013 G.B. Oliver. All rights reserved.