The Goodman’s Blog: Lifelong Learning and Sharing

Have you heard of Gary Bencivenga? He is one of America’s top copywriters, recently retired. I first read about him via another legendary copywriter, Gary Halbert, who died only this year. Both these writers are truly masters of their craft and I enjoy reading their articles and ads for sheer pleasure.

I recently wrote to Gary B if I could publish some of his writeups in my blog. He agreed. Here’s one of them. I hope you enjoy it.  

How to name your product …including 21 examples of great names

The best product names have a benefit built right into them.

For example, Kleenex embodies the benefit of clean.

So does Mr. Clean.

I love the name Swiffer, the dust picker-upper that swiftly glides over your floors and under your coffee table to snare the dust bunnies.

Health & Healing, the newsletter from Healthy Directions, is a great one.

For an oven cleaner—Easy Off.

For a car window shade—Way Cool.

For weather stripping that blocks winter drafts under your front door—Draft Dodgers.  

Fat Blaster, Wonder Bread, Mr. Peanut, Arrid Anti-Perspirant, Vein Away Cream—great names.

I like my own company’s name—Accountable Advertising, Inc.

A new product I recently came across is named Bites. These are bite-sized oatmeal and jam treats from Quaker Oats. A splendid little name, Bites. Quaker Oats is already selling 5 million Bites a day.

I love the name Blue Blockers, Joe Sugarman’s famous sunglasses that shield your eyes from harmful blue rays.

If you’re well-known in your field, consider naming your product after yourself, as did Ransom Eli Olds with his Oldsmobile and also his company, Reo Motors, named from his initials.

The benefit here is that your market respects you and knows that if you’ve put your name on a product, you’re proud of it.

Louis Rukeyser could not have chosen a better name for his newsletter than Louis Rukeyser’s Wall Street. It quickly became the most successful launch in the history of investment advisory publishing.

If you’re in a service business, it can likewise pay to name your company after yourself, as clients like dealing with the person whose name is on the front door.

Whenever you come up with a good name, be sure to do a name search, so you don’t step on anyone’s toes, triggering angry cease-and-desist letters or a costly lawsuit. If your search reveals that your name is unique, lock it up quickly. Have your attorney apply for a trademark.

Always keep your eyes peeled for good names and jot them down.

While driving recently, Pauline and I spotted a paint store with a name we liked—The Fresh Coat Paint Store. It immediately planted the idea of how nice a room or house looks with a fresh coat of paint.

Just as we do, make it a game, a hobby, to collect great product names. Your list can goad you to greatness when you need inspiration.

Another time while driving, we passed a dentist’s office in the Hamptons, where we live. His sign: Gentle Dental.

Never underestimate the power of a good name—one with a built-in benefit!

Published by Accountable Advertising, Inc., 734 Franklin Ave., #312, Garden City, NY 11530 © Copyright 2007, Accountable Advertising, Inc. All rights reserved. Reproduced here with the author’s permission.

What do names of people mean?

There was a guy who hated his name so much. So he changed it from Pedro Sprakatutay to Elvis Sprakatutay.

I was named after my late grandpa. His first name was Cipriano.  His friends and family called him Piano.  He named his son after himself. My late uncle got the nickname Pianing.

When I was born, I was the third Cipriano in line. My nickname became Ning.

Had I named my own son to be the 4th in our lineage, his nickname could have been Ing or Ningito or Ningning. I didn’t want his friends to make fun of his nickname so I named him instead after da Vinci.  

My family name is de Guzman. No, I do not have Spanish blood. 

Last year, my wife and I took a month-long vacation in Spain, covering 12 cities. I felt very proud to discover a street and a subway station in Madrid named Guzman El Bueno.

That’s really redundant because Guzman is a variation of Goodman. El Bueno means the Good. Anyway, this is how the name of this blog and my domain name came about.

Ask the Goodman. It’s got a nice ring to it.