Yes, it is important to start with the right name. The best names let people know what the business does or is about. And, of course, it's terrific if the name you come up with also works well as a domain name for a corresponding website. Look at some of the best company and URL names out there, such as Toys "R" Us, Books a Million, or even the domain name of a small URL called Perfectpuppy.com. Stay away from nondescript names such as Jones & Co. Always make it easy for your best prospects to find you in an online search and for passersby who see your company signage to understand what you offer.
Al Lautenslager is an award-winning marketing and PR consultant and direct-mail promotion specialist. He's also the principle of Market For Profits, a Chicago-based marketing consulting firm. His two latest books, Guerrilla Marketing in 30 Days and The Ultimate Guide to Direct Marketing are available at www.entrepreneurpress.com.