What’s wrong with the name Buzzy Book? Apparently plenty. Read the article below:
* Author’s Note: This is a useful article, but in tribute to my bad marketing, you can still get The Buzzy Book if you act fast.
While the online workshop “How to Create a Buzzy Book” is packed with useful and unique content, it suffers from the deadly “silly name syndrome.”
I’m supposed to know better, being a naming, PR, branding student and afficianado, but, my big mistake was simple.
I fell in love with my own BS.
Bad Idea – But Someone Laughed
This kind of myopia is something we are all very susceptible to. We often work alone and we are beseiged with all the yap that comes in to our email Inbox, as well as all the marketing in our physical world, so when we start naming our own stuff we can get on a roll and yank something out of our (head? butt?) and if we say it out loud and it makes us laugh, or makes anyone else laugh, we think we’ve struck marketing GOLD!
Bad Graphics – A Clue
I used the term Buzzy Book for a module in The Speaker Machine, to indicate a certain type of book that would go viral among your target customers. You know, something that had BUZZ!
When I tried to find graphics to go with it, I should have known I was in trouble. All I seemed to be able to come up with were stupid cartoon bumblebees with silly looks on their faces. Not at all what I had in mind for the actual value of the big ideas inside the concepts. But, nooooo, I persisted because I was on love with the term.
When I wanted to put out an online workshop with all the new ideas, strategies, and tips I had for creating a viral book, I made the triple mistake of naming it The Buzzy Book, automagically confusing my prime speaker training customers, many of whom started asking for the login to the course they’d bought after I began promoting the new program – and they did not buy the new program because they assumed they already had the content.
I spent a way too much of my marketing time trying to talk to them – to tell them it was different – and there was an entirely new workshop Bonus inside about How to Create a Fiction Parable book – somehting that is a totally unique synthesis using my own Wisdom Thesis model with Christopher Vogler’s Writer’s Journey.
When I put out the Fiction Parable module as a seperate piece, it sold better than the full course to my existing market. A clue!
A few days ago I got an email from a good long term client and supporter who asked me pointed questions about the usefulness of the product for her, since she didn’t want to be a speaker and didn’t want to create a silly light book. I about fell over. I had FAILED to communicate the truth or the facts to one of my best followers! OUCH!
She mentioned Who Moved My Cheese as a transformational type book and wondered of the Buzzy Book could help her create such a work? The tragedy is that I aim the WHOLE WORKSHOP at creating a heavyweight solid content piece and use Cheese as a model in marketing, style, and of course, Fiction Parable, all through the program. YIKES!
So What Have We Learned?
Don’t fall in love with silly trivial names for your products or services. I teach in my own Wisdom Thesis training to name your stuff as a solution to The Fail Point, or as your Theoretical Solution or Shadow Question but for double dog sure you need to at the bare minimum name it after the BIG BENEFIT!
Who the heck wants a buzzy little book? LOL! People want success, sales, influence, or at the very least something that goes VIRAL!
Okay, so I suck, but I put my mea culpa before you and to this end I give you, faithful reader, another chance to get this powerful workshop – names so badly. Check out the info page at http://BuzzyBook.com
And, if you have an suggestions as to what I SHOULD name it – please tell me in the comments below.