Practical Sales Training™ > How To Lose The Sale > Overly Fancy Name
Overly Fancy Name
What Is It
A delivery driver becomes a Happiness Delivery Specialist. An account manager becomes a Client Success Architect. Same job, dressed up in bigger words.
That’s an Overly Fancy Name. You take something basic, a role, a service, a product. Then you give it a title that sounds more exciting or premium than it actually is. So pushed too far, it feels forced.
Why Does It Work
It can work, right up until it doesn’t. A clever name adds shine to something plain. But once the name gets too complicated or too pretentious, people see straight through it.
That’s when trust breaks. So instead of sounding impressive, the name sounds like you’re hiding something simple behind big words. It feels like a con.
How Can You Use It
Find The Line Between Clarity And Creativity
So look for the spot between clarity and creativity. Add meaning or polish to a name, but never stray so far the real thing disappears underneath it.
Run The Stranger Test
Before you name anything, ask one question. Would a normal person instantly understand what this actually is? If not, simplify it straight away.
Choose Honesty Over Fake Sophistication
You can still make things sound appealing. So just don’t try to fool anyone in the process. Honesty with a bit of flair also beats fake sophistication every time.
When It Works Best
This works best when the fancier name still explains itself in plain terms. So a small twist on a familiar title adds personality without confusing anyone.
It also works well in playful, casual brands where a bit of theatre fits the tone. So a coffee shop gets away with it. But a law firm doing the same thing rarely does.
When It Becomes Dangerous
This becomes dangerous the moment someone has to ask what the title even means. So confusion at the point of contact costs you the sale before it starts.
It also backfires in serious industries, where a silly title undermines the trust the business actually needs. Healthcare, finance, and law feel it most.
Common Mistakes
Stacking Too Many Adjectives
Some brands stack adjectives until the title becomes a mouthful nobody can repeat. So keep it to one clever twist, not three.
Renaming Everything At Once
Others rename everything at once, roles, products, even the company itself. So that much change at once reads as a rebrand nobody asked for.
Skipping The Outsider Test
Some brands forget to test the name on an actual stranger first. So run it past someone outside the business before it goes anywhere public.
Overly Fancy Name – An Example
The Sandwich Artist
Subway calls the staff who make its sandwiches Sandwich Artists. So it’s a friendly touch, and it doesn’t try to hide what the job actually is. Nobody’s confused about the job.
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