One of the first things that trip up new copywriters as they’re getting started is naming their business. “What should I name it? Should I get a logo? Do I need to do a trademark search?”
Let me make something very clear from the beginning: You do NOT need to name your business. I never have and many copywriters don’t. I, myself, write copy so you’re hiring Nicki Krawczyk, plain and simple.
So why do some people choose to name their businesses? Well, first if they have bigger plans for it later on—say, they want to subcontract work or even become a full-fledged agency—there’s an argument for starting with a business name at the beginning.
But I think what’s much more common is that people want to create a business name because it helps them feel more professional and more serious about their new endeavor. And that’s perfectly fine.
There are some considerations you should keep in mind about naming your business, though—for example, if you’re in the States, you may need to file a “Doing Business As” form so that if your client writes a check to your business name, you can actually cash it! Talk to your tax preparation professional.
All this said, though, there’s one sneaky secret about naming your business that a lot of new copywriters are unaware of:
Sometimes naming your business has very little to do with your business.
Here’s what I mean: Often, naming a business is not a quick decision. For many new copywriters who choose to name their business, it involves days—or even weeks!—of equivocating, polling friends and family, second-guessing themselves, and so on.
And all of this is time that SHOULD be spent on building a portfolio, creating a network, and polishing and sending pitch emails. You know—the stuff that BUILDS your business.
The secret is that, for many people, the process of choosing a name turns into a procrastination technique to keep them from actually moving forward on building their businesses.
That’s right: Naming your business—which can seem like making forward progress at first—can be a symptom of our old friend, resistance.
Anything that’s taking up significant time and taking you away from actually doing the WORK in your business is going to be a sign that your resistance is kicking up and trying to sneakily keep you in your comfort zone—and OUT of the bigger, more successful life you dream of.
It’s the voice that says, “This IS working on your business! You have to get the name right! Let’s poll 10 more people.” Wrong. You don’t even NEED a name! This just your inner resistance trying to keep you from stepping out of your comfort zone to do the work that will build your business.
And it’s not just with business names. You’ll see this pop up with logos (fun but unnecessary), choosing a template for your website, choosing your website URL, deciding which day you’ll start pitching…any number of things.
The secret is that if something is taking you away from doing the work to build your business, land clients, and earn income, it’s not an essential step in your business; it’s resistance.
Resistance is always trying to sneak in. If you’re going to beat it, you’ve got to learn how to spot it, refuse to give in, and do the work anyway. You can do it.
Your turn! What sneaky ways have you seen resistance popping up? Let us know in the comments below.
I can totally relate to this!! I thought I wanted to eventually build an agency, but haven’t even built my portfolio yet. And was spending time on naming and securing those handles across social media. TOTAL PROCRASTINATION! This post helps a ton in taking a honest look at myself. Thanks!
Hi Ariana,
I’m so glad you found it helpful. Our own resistance very sneaky and very good at making what’s really procrastination seem like work. 🙂
Thanks for commenting!
Nicki
Resistance is sneaking in because I am now seeing ads for every type of ad agency and marketing firm. Some call Copywriters useless and expensive.
Because of all the ads, I don’t feel like I am going to take the world by storm.
Hi Rexford,
Well, the main reason why you’re seeing ads for agency and marketing firms is because you’re visiting copywriting sites and so Facebook and Google are serving them up to you on purpose. And they can go ahead can call copywriters useless and expensive; our clients will still value us and pay us. They’re catering to a naive market who will, sooner or later, learn that they either need to learn to write copy themselves or hire a copywriter if they really want their businesses to succeed.
Thanks for commenting!
Nicki
Thank you Nicki! I’m sure many of us have been hopping on and off the “what shall I call my business?” bus – me included. This article has confirmed the decision I had just about made – though I had come up with some great business names! But I’ve killed those babies now 🙂
Hi Julia,
It’s so easy to let ourselves get distracted from what’s *really* going to move our businesses ahead. Good for you moving past it and continuing to make progress! 🙂
Thanks for commenting!
Nicki
Hey Nicki!
Great tips, this article has come at just the right time! I’m about to embark on my freelance copywriting adventure, but there is another (quite established) copywriter in my city with the same name as me so when you search my name into Google she is the first to show up. Do you think I should go for an alternative?
Any advice appreciated!
Thanks so much,
Sarah
Hi Sarah,
Well, I wouldn’t worry about Google as much as just word of mouth since you’re in the same city. Could you use your middle initial? Or even go by your middle name? Or make your “professional” name your first and middle name but have clients pay you to your full name? You have a few options and it’s really just a matter of what you’re most comfortable with. 🙂
Thanks for commenting!
Nicki
Great advice, as always, Nicki!! Yes, I once thought I couldn’t start till I had a name. I have since gotten over that, but no doubt there will be other things that will slow me down. But now I have this reference that will push me out of that hole and keep me moving forward. Thank you!
Hi Christi,
I’m so glad it was helpful! A different perspective can definitely offer up some insight when we start to lose momentum. 🙂
Thanks for commenting!
Nicki
My name is Isaac from Nigeria, i have being enlightened by your post because i follow up on it. I want to build a carrere as a copywriter. I also want to attend your academy. I am a Digital Marketer and a leadership Trainer/ Consultant.
Hi Isaac,
It’s nice to meet you! We look forward to working with you in the CCA. 🙂
Thanks for commenting!
Nicki
Great article and VERY relevant! I didn’t get caught up with naming my business, but I absolutely got sidetracked with getting my website up and running! It took so much time, money and energy away from the initial stages of building my business that now I look back and regret doing the website when I did. I would advise anyone NOT to worry about doing a website too early in the process and invest in laying a sound foundation as you prescribed in the article. Thank you for this insightful article!
Hi Tyberius,
I’ll second your recommendation! It’s easy to get caught up in the fun fo building a website, but people need to have a really good understanding of what it needs to say and how it needs to be laid out before they can build it, and that takes some learning first. 🙂
Thanks for commenting!
Nicki
Really Great Content Nicki.
We will keep going back and forth looking for a perfect name and not get any work done.
Thank you Nicki for this great content.
I will definitely be sharing this with my community.
Thank you, Christiana! So glad you found this helpful — hope it helps you nail down a name for your business!
Have you been sitting behind me for the last few weeks?! This is exactly what I’ve been doing. Procrastinating, expending so much energy on thinking about web design and domain names, but without actually doing any of the web design or even choosing a name! Should I have a business name or use my name…. if I use my name, should it be my full name or shortened….. etc etc! I finally wrote my first Instagram post yesterday from a business account I set up weeks ago. I guess sometimes you just have to take the plunge and begin.
Yes, Rebecca – analysis paralysis! Glad to hear you broke through the resistance and got started!
Sometimes there are other reasons than ‘procrastinating’ for not wanting to write under your own name. I live in a Western European country, and my parents came here as immigrants. Being a minority from a specific ethnicity in this country means that there is a lot of prejudice. Solely based on my name, potential clients will assume that my knowledge of our native language isn’t up to par to do business-related writing, even though I was born here and went through the same education system as them. I even have a MA-degree in linguistics.. If I had a typically sounding name and surname, for sure I would just use that to do business and save myself all the hassle. Unfortunately, from experience and feedback from clients that did decide to work with me, I realized that my name is seriously holding me back.
Thank you for sharing that insight, that’s a very valid reason. We appreciate your candid response!