 Great photo by Grok. We have a client who’s an accomplished executive speaker and wanted to book more bookings. We were tapped to help.
If you, too, want to build business by building your live audience outreach, this article is for you. Or if you know someone with the same desire, share it with them. Teaser: we’ve got a killer tip to help you, toward the end of this article. The lay of the land First off, we’re not talking about using some high-priced speakers’ bureau that books A-list celebrities at Fortune 500 corporate events. We’re talking about getting our client booked at things like regional association meetings and conventions of larger national business organizations. The point here, in case it wasn’t glaringly obvious to you, is to place our client in a target-rich environment. This isn’t about ego or garnering some kind of Tony Robbins-like adulation. It’s about presenting to business prospects, and then getting opportunities to close them, afterward. It’s a very narrow use-case of biz-dev. So. No big booking agency. No chanting crowds. But there are tons of these more-realistic gigs, across the country, all the time. And they’re booked, typically, ages in advance: we’re talking anywhere from six to 12 months, easily. How do you find them? These days, there are digital exchange platforms that connect speakers (such as our client) with event planners (i.e., people who seek to book speakers for their gatherings). An obvious one is eSpeakers; we’ll talk about that one here. Load up your ammo If you want to get booked as a speaker on a site like eSpeakers, you need to stand out. For the purposes of this article, we’re going to assume that you, like our client, are a stellar speaker with a great stage presence, absolute command of your thought-leading/breakthrough material, and have also done this before/are a published author/have been featured on podcasts, and so on. Yep. A high bar to start. Assuming all of that, you’ve got to let all of those eSpeakers-seekers know. Which means that, after you sign up for a (pretty darned affordable) eSpeakers membership, you’ll need to upload a lot of stuff about yourself to entice that audience. And herein is the gist of this article. Here’s what you’ll want to upload, with some notes and thought-starters to help you along:
The best tip you’ll get What’s the best way to find out how to put the best stuff up on a site like eSpeakers? Simply visit the “other side” of the site and pretend that you’re an event planner. Use the filters to drill down to direct competitors of yours. Take a look at them. You’ll easily see who the most impressive ones are. Then you can simply see what they’ve included in their “packages,” and use that as a baseline for you to, well, blow out of the water. Need help with a challenge like this? Contact us! We’d love to help you.
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 Great photo by Grok. Wait, it’s December already? We must have blinked.
Because it’s already time for the round-up of our top posts for consultants from 2025—an annual tradition here at Copel Communications. Here, then, is your chance to catch any articles you may have missed, or to brush up on others you may want to re-visit:
Phew! That should be enough reading and tips to tide you over for a little bit. But how about next year? Any topics you’d like us to address? Contact us and let us know!  Great photo by Grok. We love continuous process improvement here at Copel Communications!
In this article, cash in on all the tweaking and optimizing we’ve been doing, literally for years, with different clients of ours, to make things as efficient and repeatable as possible. Today, we’re going to talk about B2B “demo” videos. Does your company ever make these? We’re talking about those “watch this screen and see what happens” kinds of explainers which also, of course, sell. So it could be a product demo. A software demo. A service. A SaaS platform. A training session. There are tons of these. They are common. And chances are, if you need to make one of these, you probably need to make a ton of these. And this is where optimized efficiency—that “Big Mac-ifying” of the process—really comes into play. In this article, we’ll describe (in broad strokes, with the details purposely blurred) how we do this for a couple of clients of ours. Pay attention: We guarantee that there are elements of this process, perhaps many elements, that apply to your situation. And the more that apply, the more you can benefit. The challenge at hand As we’d stated above, we’re going to anonymize these specific client assignments. But you’ll get enough detail to follow the process, and recognize opportunities to improve your own workflows. In the first example, this client of ours will do a screen-sharing demo of the prototype of a use-case solution they create for their clients. And they do lots of these. The big opportunity here: If you could anonymize these brilliant solutions, and pare them down into, say, little two-minute stories, you’d have marketing gold. You could use them to quickly populate, say, a dedicated playlist on your YouTube channel. You could use that to show to prospective clients, who stand to be awed, once you hit the critical mass of sheer videos posted to that playlist. Not to mention your ability to feed the voracious appetite of the SEO algorithms and web crawlers of YouTube, Google, and so on. It’s one big virtuous snowball. Turning those client demos into marketing videos, incidentally, was not as obvious a choice as you might think. You’re starting with a lot of sensitive material. You need to see the bigger marketing picture, strategically… and be able to literally blur the lines of sensitive information, tactically, once it comes time to execute. So. This client does more than have one of their reps conduct (and record, via Zoom) the client demo of each new prototype. The prototype itself is based on a use-case that was presented/sold to their client beforehand, in order to get the green-light to make the prototype. Follow? Between the raw footage of the demo Zoom call and that original use-case PDF, we’d almost have everything we need to script the video. But not quite. So here, after lots of back-and-forth and tweaking with the client, the third of our three pieces of input evolved. In this case, it’s a super basic Excel sheet. In one column, it lists the timecode of the demo video; in the column beside that, there’s a quick description of what is happening on screen at that time. Example: “00:32 – 00:41 User logs into platform, using two-factor authentication with an emailed six-digit code.” Someone on the client side makes that little Excel, typically only about ten rows deep, for us. It takes them about 30 minutes. And that’s all we need! From there, knowing this client well, we can pen the video script using a basic three-act structure:
Even easier As you can clearly see, the big lift, for the client, in the scenario above, is to create that little Excel sheet for us. But more recently, we’ve started making videos, for a different client, with no Excel required. That’s because, for the cool things that this client is creating (we can’t share details, sorry), they already create three PDFs which are not only goldmines for us, but they’re also all we require to start scripting. The three PDFs, broadly speaking, are:
These PDFs are so detailed that we’ve been able to write video scripts from them, using their details as the visuals, with the simple addition of a basic voice-over. So there will be shots such as “Zoom in ultra-tight on the detailed box at the lower right of Page 3, and pan across the different functions listed in its flow chart.” In other words, no “lift” from the client at all! It reminds us of Craisins. Huh? You know Craisins. Those “dried cranberries” originally created by Ocean Spray. While making cranberry juice, they would throw out all of the skins of the actual cranberries used. Until someone got the great idea of drying the skins and adding sugar to them, and coming up with a clever portmanteau name like “Craisin,” which implies “cranberry + raisin.” (Read our article about portmanteau names and how you can profit from them.) Think about that: All those cranberry skins were not being used. Today, they’re a massive source of newfound revenue. Ditto for the three abovementioned PDFs. They were used to create a client deliverable, and then effectively shelved. Today, they’re the basis of a “found money” marketing effort. With very little effort! Need help “McDonald-izing” some of your existing deliverables and processes into efficient marketing gold? Contact us. We’d be delighted to help!  Great photo by Grok. Steve Jobs famously said “It’s not the customer’s job to know what they want.”
What did he mean by that? Is that a hard-and-fast rule that you should never break? If not, when should you break it? And most importantly, how can you generate more revenue from the answers to these questions? Let’s dive in! Creative inference That (in)famous Steve Jobs quote was about his notion of eschewing focus groups when it came to product development. His thinking was, that if you’d asked a customer, say in 1983, what they “wanted,” in terms of electronic brainpower, they would have simply said “a better calculator.” They couldn’t envision a Macintosh, because they didn’t know what was technically possible, nor how to transform that technology into a wholly new product category which would surprise and delight them at every turn. Gee. Steve Jobs was onto something. Who’da thunk? Is this a hard-and-fast rule? Hate to be squishy, but it depends. If you really want to nail product or service development, you can certainly borrow a page from Steve Jobs. The whole idea of creatively inferring what customers want, based on their day-in-the-life situation, is a specialized practice that doesn’t come naturally to many business owners; as such, there are consultancies (and we’ve worked with them) which specialize in this. Let’s talk about marketing. And let’s assume, for now, that you’ve got a product or service to sell which already checks the surprise-and-delight boxes for your customers. If those customers are repeat customers, you have an opportunity here. Yep: you can ask them things. Oh, the sacrilege! Survey the situation We recently helped a client craft a customer-satisfaction survey campaign. We say “campaign,” because it included a few components. Pay attention, and you’ll get ideas for your own business: Our client had always conducted customer-satisfaction surveys at the conclusion of any engagement with any of their clients. It was, and is, a sound business practice: It helps them to continually improve. But, assuming that they’re doing most things very well, it also makes for a very nice marketing opportunity. Think about that: Let’s say you’re a client of this company. They just served you very nicely. You’re about to move on, and lose that precious top-of-mind awareness of what they do… when you get a friendly email from them, asking you to please complete their customer-satisfaction survey. Aha. You’re instantly reminded of them! When you complete the survey, you’re instantly reminded of just what they did, and how good they were at it. What a wonderful reinforcement! …But what if you don’t complete the survey? Then what? Well, you still got the email, inviting you to participate. And there was another dollop of incentive therein; as we’d said, this was a “campaign.” Sweetening the deal The customer-satisfaction survey email was a classic opportunity for our client—and for you, reading this—to easily capture low-hanging re-sell and/or up-sell opportunities. That’s because the email included a referral offer. It went something like this: “Complete the survey, and we’ll send you a $25 Amazon Gift Card. Bonus: After you’ve completed the survey, you can earn a $500 Amazon Gift Card by referring a new client to us. And to make you feel better about referring us, you can tell your friends that we’ll give them a $1,000 discount off of our services because you sent them our way! Everyone wins!” You got that right. Everyone wins. So. The survey is somewhat anti-Jobsian, in that it asks customers how they feel about something that they already bought. But in that regard, Apple is no different: We’ve actually received surveys from them, asking us about products we’ve purchased from them… which have actually included radio-box options for products and features that Apple has not released yet (32-inch iMac, anyone?) So much for their ultra-secretive/customer-detached company culture. You can also use this technique for other, very basic stuff: What topics would your clients like to see addressed in your upcoming blogs, webinars, or YouTube videos? Ask them. And if you toss in, say, a referral program along with the ask, we surely won’t hold it against you. Have a marketing challenge you could use help with? Contact us. We’d be delighted to help!  Great photo by Grok. Intrigued?
“ChatGPT doesn’t wear shoes?” Has Copel Communications completely lost its few remaining brain cells? Not yet. Stay with us on this. And learn how—no kidding—this observation can help your business make more money. Here’s a dirty little secret. While we specialize in marketing here at Copel Comms, we’re really “closet salespeople.” Think of the playwright who shudders at the prospect of getting on stage… but is completely comfortable writing a powerful speech for the play’s leading man to deliver. That’s us. Okay. Shoes? ChatGPT? Is there a thread anywhere in this story forthcoming? Sure there is. As we’d said, stay with us. ChatGPT, and all of the generative large-language-model AI platforms of its ilk, have really changed the way that people sell. The way that you can sell. And, upstream of that, the way you market. Shortly after it appeared on the scene, ChatGPT basically torpedoed email-based marketing and outreach—and thus the sales that those were supposed to generate. The reason is simple: It used to be that only reasonably intelligent English speakers could create grammatically correct outreach notes. ChatGPT eliminated that requirement. Since its advent, every mouth-breather who can click a “Generate” button has been able to churn out grammatically flawless… spam. Yep. Spam. The ISPs quickly clamped down on this. The spam filters got tighter. Even now, Google (in a related story) is tweaking its algorithms to filter out AI-generated content. But ChatGPT is old news. The platform debuted during the pandemic, for goodness’ sakes. The “old news” aspect of this story is good news for our clients and businesses like yours. We’re seeing an uptick in the effectiveness of email outreach again. Isn’t that nice? And, just like in the old days, quality matters. Remember the ol’ “three-legged stool” of email marketing? It consisted of the quality of:
Guess what? That’s true again. Which gets to shoes. Specifically, “shoe leather.” We’re talking about the old days, when salespeople would “pound the pavement,” going from business to business, to the point where they would wear holes in the leather soles of their shoes. Hence “shoe leather.” ChatGPT does not wear shoes. It doesn’t understand how you can (and perhaps should) “pound the pavement” to actually generate sales. Example: We recently penned an email (is that a mixed metaphor? We actually used a keyboard) for a client of ours, directed toward their current clients, introducing a referral program for their services. Per best practice, the offer was “two-sided”: “Refer a client to us, and they’ll get a massive discount on our services. And you’ll get an Amazon gift card. Everyone wins!” So. It was a matter of taking this good offer (Leg 2), turning it into a compelling message (Leg 3), and sending it out to our client’s list of existing customers (Leg 1). Another dirty little secret: The client’s list of clients was small enough that no automation was needed. So “Dear [First Name]” was typed in as “Dear Linda,” and so on. Sure, it was old-fashioned manual labor. But it was effective. Proving that pounding the pavement, in its modern iteration, can still yield sales. And proving that ChatGPT doesn’t wear shoes. Need help with a marketing challenge? Contact us. We’d be delighted to help!  Great photo by Grok. Podcasting has exploded. It’s been around so long now that many people don’t even realize that the word “podcast” has its roots in the word “iPod.” Which doesn’t even exist anymore.
But you’re not interested in etymology. You want to build your business and make more money. Sure, you could create and host your own podcast—quite the lift—or you could essentially ride the coat-tails of someone else who already has a big following, and grab a little bit of that love for yourself. If only it were that easy. What are the odds? The sad reality of today’s podcast landscape (“podscape”?) is that the numbers are driven by popularity. Media exposure, once it gets going, can snowball. But it’s hard to get it going. We hate to employ this analogy, but it’s useful nonetheless: If you’re some business wonk, how many people will follow you? How many companies will be lining up for paid sponsorships? Now replace the words “business wonk” with “Kardashian.” Ouch. As we’d said, sad reality. This is not to say that business-related podcasts can’t have influence or big audiences; they can. But before you aim to be a guest on Acquired, for example, set your sights more realistically. You, too, can build momentum and rise up the pecking order. Who are you? (And who cares?) An easy way to approach the I-want-to-be-a-podcast-guest-to-promote-my-business challenge is to look at it through the eyes of the podcast host. Why would they want you? Why would you help them? If you can definitively answer that question, you’re in good shape. Some considerations:
The more of the above boxes you can check, the better. Money can’t buy happiness It wasn’t long ago that we would advise clients to reach out to attractive podcasts on their own—usually in the form of a note from, say, an underling who would say “Hey! I think my boss would be a great guest for your podcast! Here’s why!” And then that underling would rattle off as many of the bullet points we’d listed above, as possible. Dirty little secret: No underlings were harmed in the making of that email. They were actually ghost-penned by—you guessed it—Copel Communications. Looking back, those days were quaint. As we’d said at the outset, podcasting has exploded. There are well over four million podcasts out there today. Not episodes. But actual podcasts. And the good ones—the ones you want to be on—are overwhelmed by entreaties from wanna-be guests, 24/7. So what do you do? There are actually agencies out there, today, which specialize in booking you as a guest on podcasts. No kidding: Google them and you’ll find them. And you’ll quickly see a pattern, too: They’ll often offer tiers of service, for, say, booking you on two podcasts per month. Or four, for a higher fee. But here’s the catch: You can’t simply hire one of these agencies. Throw money at them—it won’t work. Because they need to vet you first. It’s like any talent agent. They can only take your money if they can sell you in the first place. Which brings us back, once again, to all of those bullet points we’d listed above. What do you think those podcast-guest-booking agencies’ applications look like? Yup. Just like our bullet points. We can’t guarantee that we can get you “signed” by a booking firm. But we can help you burnish your credentials and make an honest assessment of your odds. Contact us and let’s talk.  Great photo by Grok. We were recently tasked with writing some marketing copy for a B2B client of ours, utilizing real-life success stories from their client files. The goal, not surprisingly, was to lure other prospects into becoming clients, too, when they read about these great successes.
This is so straightforward that it’s boring. Right? Nope. It warrants an entire article. Who wants what? Granted, we need to cloak this story in anonymity—just as we’d needed to cloak this assignment in anonymity. We couldn’t tell the world, for example, that our client’s specific client suffered from broken systems, couldn’t serve their customers, and so on. Similarly, you don’t want to get too deep in the weeds on the technical side. And herein lies the gist of this story, and its lesson. Let’s get specific. For our client’s client—the one in the success story—they’d used Systems A, B, and C to do their work. They had problems with Systems A, B, and C, which our client helped them solve. So we could have been very specific, in calling out Systems A, B, and C by name, even when we never mentioned who-the-client-was, by name. That would have been accurate. It wouldn’t have gotten anyone into trouble. And, on the surface, it seemed to be the thrust of this assignment. But you’ve got to take a customer-back approach here. (Yes, you can make a drinking game out of how many times we say “customer-back approach” here at Copel Communications.) Here’s the rub: The goal here, if you really look at it, is not to explain how the client in the success story succeeded. It’s not? Nope. The goal, rather, is to tell a prospective client how they could succeed. Aha. That’s different. Which gets back to Systems A, B, and C. In this world in which our client competes, there’s a lot more than Systems A, B, and C for their clients and their prospects. There are systems which compete with Systems A, B, and C. Put it this way: You don’t want to turn off a prospect just because they’ve opted to use System D. Get it? This gets back to the marketing challenge. It’s subtle, yet important. For this assignment, we didn’t want to call out Systems A, B, and C by name… but rather by function. We wanted to create blanket terms for them, for the exact reason of not alienating a prospect who uses System D. So instead of saying “We helped our client with System A,” we said “We helped our client with their transactional reporting platform” (or whatever). This way, whether you use System A or System D for transactional reporting, you both perceive the value of what the company does. As we’d said, this is a subtle difference—the matter of just a few words here and there—but it really makes the difference between attracting the prospects you want, or having them self-select elsewhere. Remember: This distinction was not spelled out to us in our marching orders. It was incumbent on us to read between the lines, to take that customer-back approach, and do the right thing by our client. Need help with a similar under-the-radar marketing challenge? Contact us. We’d be delighted to help!  Great photo by Grok. We recently had a client assignment that went something like this (don’t worry; we’ll tell you how you can profit from this story in just a moment):
We’d helped them write a huge long-form article for their website, touting their experience with a given industry, in a given U.S. state. Thing is, this client of ours—a B2B consultancy—also had similar experience with other industries. And—you guessed it—in other states, too. On the surface, this is a very simple assignment. You want to broaden your reach, and your SEO rankings, for more than one industry, in more than one state. Sound familiar? Read on. Thinking outside the algorithm Granted, the original article was an SEO play. In other words, it went after very specific long-tail keywords that our client knew were attainable, in terms of search domination. They’d called us in to do the writing. The original article—as you’ll recall, for one industry, in one state—was quite specific and detailed. But now there were two challenges, in terms of making “spin-off” articles: 1. Talking about the other industries. 2. Talking about the other states. Oh. And there was a third challenge, which was arguably bigger than the first two: 3. Convincing Google that none of the spin-off articles were, in fact, spin-off articles. So Challenges 1 and 2 were fairly straightforward. To wit:
(Did we do this 49 times? No. We didn’t. Our client had us rank all 50 U.S. states by population, and we went after the biggest 25. Smart, and cost-effective.) So now, armed with these different buckets of data, it came time to write all of the spin-off articles. Sure, we could’ve commanded Word to do a search-and-replace, on the original article, to plug in “Industry B” for “Industry A,” and even “State No. 2” for “State No. 1.” And even though the resulting article would be totally fine in the eyes of an Industry B prospect living in State No. 2, Google would not be amused. So it was time to get more creative. We had to re-order ideas and arguments, move paragraphs, re-title headlines and subheads, and change the phrasing within most sentences… to the point where the spin-off article was materially different from the original, yet still sold, potently, to the proper audience, toiling in the proper industry, while living in the targeted state. To AI or not to AI We know what you’ve been thinking all this time: Why not hand off a basic assignment like this to ChatGPT? Isn’t that, after all, what it excels at? Yes and no. As we’ve discovered, ChatGPT can really help non-writers look better. For actual writers, the opposite is true. And that was the case here. We actually let ChatGPT take the first stab at this assignment. And its results worked in letter, but not in spirit. There were just too many flubs, none of which would be acceptable to this demanding client of ours. Could we fix those flubs ourselves? Absolutely. And we, at first, tried. But we quickly realized that it was actually less work to follow the process we’d described above than to babysit ChatGPT for this. Fast-forward a few weeks, and all the articles were written and illustrated (with the graphic team taking an analogous approach to ours) and posted online. The client was happy, and most important, the effort paid off in the SEO results. So it was a lot of effort, but certainly worth it. Need help with a tricky assignment like this? While we do a lot of big-picture marketing and creative strategy, we’re not afraid to roll up our sleeves and get into the weeds. Contact us and let’s talk.  Great photo by Grok. You may know—if you don’t, here it comes—that we’ve been writing these blogs, twice a month, for more than ten years, here at Copel Communications.
How do we always have something new to talk about? More important for you and your business: How can you always have something new to talk about? And when we say “talk about,” we’re, well, talking about things like blog entries. Videos. Social posts. Stuff that keeps you out there, in the eyes of your target audience, as a thought leader. Interesting note: This becomes all the more challenging in the age of generative AI. How can you possibly stand out amid the overwhelming tsunami of auto-generated material? Fast forward We recently gave a presentation on this exact topic. We won’t dive into the details here, but AI—tools like ChatGPT—are amazing at effectively ingesting and then memorizing (how’s that for a mixed metaphor?) the entire internet. Just as easily, they can spit out (first half of previous metaphor) content at will, using said input. But they have one massive limitation that you don’t. It’s why their “intelligence” is artificial, and yours is quite real. We’ll circle back to their weakness—and your strength—in just a second. But first, let’s just talk about the mundane challenge of populating your marketing editorial calendar. You do have a marketing editorial calendar, don’t you? Oh, don’t be embarrassed. Lots of companies lack them. But it’s never too late to start. Think of it this way: Why break into a flop sweat every time you need to push out new material on a pre-determined cadence? If that’s an hour of stress, say, twice a month, why not eliminate it? The solution is easy: Dedicate one big chunk of time, typically around year-end, to simply jot down a list of every month of the year, and then brainstorm the topic you’ll develop content for, for each month. It’s hard, but it’s a one-shot effort, and you’ll end up with a year’s worth of topics. Yes, it’s hard. But there’s a neat trick to it, as the headline of this article has not-so-subtly implied. Back to that ChatGPT weakness. Hindsight is overrated ChatGPT seems brilliant because it can memorize the entire internet. That’s some feat. But here’s a feat you accomplish every day, which it can’t do: You look forward. The internet is a repository of stuff from the past. If you can spot trends among your clients, guess what? You’re already smarter than ChatGPT. This dovetails with our populate-the-calendar challenge rather nicely. While you may be doing this at year-end (or right now, no one cares), you’ll be using information that ChatGPT has zero access to: Your thoughts, and your files. So here—finally!—is the trick we’d teased at the outset: Looking for topics for marketing material for your business? Look no further than your recent invoices. Yep. You read right. Your invoices are magic fodder for this assignment. Look at any given one. It shows how you earned your keep, and how you delivered unique value, for any given client. And therein lies a story. Think back on what you’d billed for. There was, invariably, a challenge to solve. And you solved it. (And your client was happy to pay you for that expertise.) That’s a story. It’s a cool story. It’s a story that showcases your uniqueness and thought leadership. It’s also a story that ChatGPT couldn’t write in a million years. Here at Copel Communications, we practice what we preach. We build our editorial blog-post calendar, and stick to it. And we routinely open up our own billing files for cool stories that we can anonymize and share with you for handy tips and lessons learned. Need help with that next marketing challenge? Contact us. We’d be delighted to help!  Great photo by Grok. “Blend word”?? What the heck is that?
More importantly, how can you make money off of one of these things? Let’s dive in. As is the case with lots of our articles here at Copel Communications, this one is based on a real client story. And as is the case with all of the real client stories we use as inspiration for articles, this one, like the others, has been anonymized for privacy purposes. But you’ll still get the gist. And the takeaways. Here’s the story: Recently, a client of ours wanted us to develop some pitch materials for a new business they were developing. Excitedly, they told that they’d already come up with a name for this new business, and were looking forward to registering a domain for it. The name of this new business (we’re modifying/anonymizing/making this up) was “Asset Protect.” “Asset Protect.” Hmmm. Well, you can guess, pretty accurately, what they do. So that’s good. But boy is that name ever generic. Which is not good. Can you guess where this story goes? Of course: Our client had one tough time registering that “unique” domain. “Asset Protect” had long been taken, by someone else, in an equally straightforward/uncreative foray. Portmanteau to the rescue To us, the solution to this problem was super simple. Employ a portmanteau or blend word. “Portmanteau” is about as funny a term as “blend word,” and you may not have heard of either. Not a problem. Because you know zillions of examples of these things, and you’ll say “Ohhh!” as soon as you read ones like:
We could go on forever. Applying this mashup concept to branding is equally well established and, we think, effective. Consider:
Need we go on? One of the reasons we mention this is because our frustrated client had considered inventing a totally new made-up name. That certainly comes with benefits: For example, if you invent something completely new, there won’t be any competition for it when it comes to registering your domain, and you’ll have rock-solid IP protection in the potential case of infringement. Still. The drawback is that that’s hard to do, for a basic small-to-midsized business. It takes a ton of (expensive) impressions for the whole world to know what you do. Consider:
Honestly. Would you have any idea what those companies do without their having invested zillions of dollars to inform you? So. The portmanteau/blend-word is a nice middle ground between the uninspired “Asset Protect” and the what-the-heck-is-that “Wazzibobo” or whatever. It’s not perfect. Because great minds think alike. If you’re launching a new brand and come up with what you think is the perfect portmanteau word for it, brace yourself. There’s a decent chance that someone else already came up with that one, and registered it, too. Not to worry. Keep on plugging. Or get help. Like us. Contact us for that next marketing assignment. We do things like this all the time, and would be delighted to help. |