Practical Sales Training™ > How to connect with your buyer > Year in the name
What is it?
Year in the name is the practice of including the current year directly in the title of an offering, event, or piece of content.
By doing this, you immediately signal that what’s being presented is current, up to date, and designed for now, not last year’s problems or assumptions. The year becomes part of the value proposition.
How does it work?
Buyers are constantly filtering for relevance. One of the fastest ways they do this is by checking whether something feels current or outdated.
Including the year removes that uncertainty instantly. It tells the brain that this has been considered in the context of what’s happening right now. The buyer doesn’t have to wonder whether the advice, framework, or insight still applies.
It also introduces a soft form of urgency. A named year implies a window. If this is the 2026 version, it quietly suggests that waiting too long means missing this iteration. The offer feels timely rather than permanent.
That combination of relevance and time sensitivity increases attention without relying on pressure.
How can you use it?
You use year in the name to make your offer feel immediately applicable and hard to postpone.
It reassures buyers that they’re not buying something generic or recycled. They’re engaging with something designed for the conditions, challenges, and context they’re currently facing.
It also helps people justify action. Buying something tied to the current year feels sensible and responsible, especially when the alternative is waiting and risking that the information becomes less relevant.
The key is intent. The year has to mean something. If nothing meaningfully changes from one year to the next, the tactic feels hollow. But when the context genuinely evolves, the year becomes a powerful anchor for freshness and focus.
Used well, year in the name doesn’t shout urgency.
It quietly removes the excuse to wait.
Example
Jason Squires promotes an annual workshop for that year which makes it feel up to date and relevant.
See also
