Why Your Middle Name Repels New Customers To Your Small Business

I like to read.

And for the life of me, I can't figure something out:

Why do authors use their middle name?

Her name isn't Lisa Stearns.

It's Lisa P. Stearns, author of 29 mystery books.

His name isn't Bob Rich.

It's Robert Davis Rich, author and expert of 18th century History.

This bugs me to no end.

Why do authors do this?




Here's my take:

Authors use their middle name because they think it makes them smarter.

When in reality it scares people away.

Here's proof:

Do you remember when you were young, and your Mom called you by your FULL name?

What was the first thing that went through your head?

You were in trouble.

And had to face the wrath of your Mom.

Am I right?

Even today...

When you sign "legal documents" like a mortgage, you have to sign your full name. And if you're like me, you don't even know how to sign your middle name, since you hardly ever use it.



The important marketing lesson is this:

The tone of your marketing should be gentle.


So you come across like a gentle giant instead of an uptight author.

Nobody wants to buy from someone who takes themselves too serious.

So don't use your full name.

You're better off letting people call you Bob (instead of Robert).

Or Mary (instead of Maryanne).

Or Doc (instead of Doctor Bob).

Or anything BUT your full name.

This makes you a human being.

Who your buyers like instead of despise.

And nothing helps (or hurts) your sale more than likability.

Robert Cialdini, in his book called Influence, talks at length about how powerful likability is in making the sale.

Just think...

Do you introduce yourself at a party at Robert P. Townsend?

Or Marybeth H. Lovett?


You say, "Hi. I'm Bob."

Or, "Hi. My name is Mary."

So why then do people in business, get off on making themselves seem smarter than their buyers?


You want to be seen as an expert in whatever you do.

That's smart positioning.

But you certainly don't want to come across as arrogant.

Or thinking you're better than your buyer.

This is the death of a sale.

And now that I think about it, doesn't it seem like the people who feel the weakest are the ones who thrive on being seen as smarter than everyone else?

I mean...

Michael Jordan doesn't have to brag about how good he is.

Nor does someone who is smart.

Everybody already knows it.

So all I'm saying is you should take a good, hard look at how you come across to your prospects. And if it's a serious image you're looking for, then use your middle name till the cows come home.

Article Source: Wesley B Murph

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