“You are truly the world’s best!” a reviewer bellows.

An honest opinion, and it lases through the fog of credulity in consumer minds skeptical of big claims.

But…

If you say you’re the best with your tacky flashing lights, cheesy 70s font and clown bright signs…let’s be honest, no one believes you.

It’s the same with your business name…

If you name yourself with high sounding descriptive terms like “Pinnacle” or “Apex” or “Superior” you’ll often make your life in business a punishment.

Think about it.

Those names implicitly set the measure for your service high. The best you can do is almost meet the expectations. Now, heavens forbid you’re only slightly greater than mediocre, because now your name condemns you like the tips of a thousand pointing fingers every time you transact with your customers.

If you must be “superior” be so specifically. And if you can, don’t take a name that says you’re insecure. Customers can smell if you’re trying too hard.

Focus. Be real.

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