They Changed this Iconic Name to What!?!?

Ripped from the headlines:

Pepperidge Farm has temporarily changed the name of its bite-sized cheddar cheese crackers from “Goldfish” to “Chilean Sea Bass.”

 WTF!?? This has to be a joke, right?

Ummmm….

….no…

…It’s true.

They even have a website — scheduled to run through October 30 — where you can buy them.

Go to ChileanSeaBassCrackers.com. You’ll see. “NEW adult-sounding name. Same Goldfish taste.”

 This is a riot! And kind of genius.

Let me ‘splain with a bit of fish marketing history.

Back in the 1977, a fish wholesaler wanted to sell more Patagonian toothfish in the U.S. market…

…but, you know…

…”Patagonian toothfish” just isn’t want of those names that jumps off a restaurant menu and says, “Eat Me!”

So, the wholesaler started calling it Chilean Sea Bass…

…and the rest is history.

I gotta think the marketing wizards behind this cracker caper know that story…

…and know that many of us know that story.

At worst, this temporary name change is a great PR-generator and buzz-builder (last I looked, “Chilean Sea Bass” are out of stock on the temporary website). At best it’s a brilliant inside joke that will drive some cracker sales.

But never mind all of that. I’m fired up about “Chilean Sea Bass” because they remind us…

Names Matter!

If you offer a free consultation, discovery session, strategy call, or something like it, ask yourself:

Does “discovery session” jump off the page and say, “get me?”

I think you know the answer.

Instead, do like that fish wholesaler did and come up with something creative…

…something that jumps off the page…

…something that gets prospects’ attention and hooks them.

Here’s an example and an offer…

I’d like to give you a
 Complimentary Hook-Sharpening Session

Before I tell you how this works, please note… I could call all that follows a “free strategy session.” But that would be boring as a Pepperidge Farm Goldfish.

With the “Complimentary Hook-Sharpening Session,” I practice what I preach and show you how to do it, too. Here’s how it works.

Send an email to “[email protected]” (you will not be eligible if you send to any other email address). In that email:

1. Describe the consultation, session, call (etc.) that you offer most often. How long is it? What do you do? The more detail the better.
2. Describe the promised outcome of that call for those who partake? What will they get out of it?
3. What do you currently call this thing you offer?
4. (Optional) What names have you considered for this thing you offer?

After I receive this information, I will reply to you with a link to schedule our Hook-Sharpening Session.

We will meet for 10-15 minutes on Zoom and, together, come up with a hooky name that will inspire your prospects to act.

Together, we’ll create the Chilean Sea Bass of Strategy sessions.

Limited to first 10 who reply…

I know there are lots of you fishing with dull hooks.

But I can’t spend every waking hour sharpening hooks for free.

So I’m limiting this to the first 10 people who reply.

Don’t dawdle. Send me that email (to the right address, with ALL the information I requested).