The Mouse Story: Why The Name of Your Aesthetic Practice is so Important
I had a great reminder of how important the words you use in your marketing ads are this week. A couple of weeks ago I discovered to my horror we had a family of mice that had decided to call the walls of our house, home.
You could hear scratching and scuttling at all times of the day and night, and of course then there's the awful physical evidence which I'm sure I don't need to describe for you.
Anyhow we tried a couple of different things to get rid of the mice to no avail (sonic sound by the way does not work!) Two nights ago I admitted defeat at my pathetic attempts to get rid of the mice and started looking on line for a mouse Pied Piper. I looked at a couple of huge national chains but passed on them and chose instead a locally owned company called Eco-Sound Pest Solution. I liked the name of their company - sounded like they used humane methods to rid my house of mice. After all I didn't really want to kill the little critters, I just wanted them to back their little bags and head for the big red barn a couple of miles down the road. When the mouse guy showed up to my front door he handed me his card which said on it "an organic approach" - I felt even better about my decision to have selected him and gave myself a silent pat on the back for making such a "caring decision".
The man did his mouse inspection of my house and garage and upon returning announced that I had a much bigger mouse problem than I thought. Eeck! He showed me the little black lockable boxes the mouse bait would be placed in (secure from kids and dogs) and proceeded to place these at strategic "entry and exit points all around my house. The mouse man explained that the mice would get dehydrated and simply leave seeking out their natural water source, never to return the Guest residence. Sounded good to me. I happily paid my two hundred dollars and went about my business.
It was only a couple of days later after I glanced over at his business card still on my desk that I realized with a laugh that first there was nothing "organic" about his approach at all. The mice were actually still being poisoned - it just took longer and they had to go seek out a water source. And also that none of his methods had anything to do with his name "eco sound pest management!" Now granted his methods might be a lot more humane than others, but they're a very far cry from qualifying as "organic!" This business owner had figured out what most people wanted and then named his business accordingly!
Never under estimate the power of a name - in naming your practice, your treatments and most definitely the headline you choose to use in your advertising!