Stage Two: Return your name salesman

Once the found name, the image can be still reinforced thanks to a slogan. That is particularly useful if for various reasons it is not possible for you to have a carrying name (already existing name, forced marketing,…). In this case, affix a slogan with your name. Consider the following examples, pertaining to large companies of world Internet: Cisco “Let us build generation Internet (SM)”, IBM “the software is in the middle of the E-business (TM)” or France Telecom “Welcome in vie.com”

It is then essential to use this slogan in all your communications. It becomes your trademark and as such can also be protected according to cases' by one (TM), (SM) or (R). Who will be your partner: ABC-councils or Alain Dupont, “With you in the world of the E-trade” or 123-Company or Michel Durand, “the creator of the preceded sites”.

Use your slogan still and still. Do not take down any more the telephone while answering “Pascal Dupond your service” but rather “Pascal Dupond, developer of the stars. How then I to help you?” Your slogan must become your second name, it must replace in the spirit of your customers your own name, which is not an enough salesman.

Stage Three: Be the first

If I ask you who am the first man to have walked on the Moon, I think that you will answer me without hesitating Neil Armstrong, but if I ask you for the name of the second or the third? Who is the first manufacturer of routers on Internet: Cisco, which is second, not the least idea. Nobody retains the name of the seconds or the third, just the first. Be thus the first!

At this time precise it is vital for you to carry out a distinction between being “the best” and to be the “first”. Windows is operating system more used with world and although many people doubt that it is the best, it is sold without any problem, because it is the first.

Find a category in which your company is first. The easy way is that everyone can be first, all depends the point of view which one takes and the market that one considers. You can be the most popular site (first in the heart of the visitors) or oldest (first in time) or the site leader for the heads of undertakings or the site of reference of the liberal professions or even the place more voted by plebiscite by the not-cabled indutriels of Morbihan.

If you do not find a category in which you are the first, invent one. Do not make misrepresentations! Segment the market in order to be the first according to your method of calculation. People like the first and are not interested in the others. If you see an advertisement of the type “we in term of visitors” whom will you make are seconds? It is to be bet that your reflex will be to require “which is first?”

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