Understand Your Buyer > How To Lose The Sale > Mystery Business
What is it?
When your business name does not explain what you do or it’s not clear how to buy from you- you are a mystery business!
It’s a bit like when you see abstract business names or vans with no signage… these are all mystery businesses as you have no idea what they actually offer/do?
Why does it work?
It works because we are lazy.
If it’s not obvious what you offer and we have to invest time and attention to understand what you do.. we are unlikely to bother.
How can you use it?
There are a couple of ways to overcome this – but it all comes back to making yourself easier to buy from.
- Choose a better domain name to promote INSTEAD of the business name.
- Rename the business (ideally for an explicit name) and solve the problem.
- Tell people where to buy from you
- Talk about the problems you solve
- Invest in a neon sign (see below) (!)
Example
It’s not clear what this company offers.
Their design is professional, it looks great, but no idea what they do.
That is until you see the neon sign bottom left.
They are a dentist.
See also
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