New Dental Product Contains Expletive

I’m a professional product namer. I excel at coming up with great names for all kinds of services and products that are for sale to the public. When I was an advertising copywriter, for example, I came up with a financial program called PEP – it was a Personal Employment Plan like a 401k, and the jingle I came up with was, “Come in for a PEP Talk.” Since then, I’ve worked with various companies to help name everything from hair salons to prescription drugs.

Product naming is a great skill to have and it helps to have a way with words. It takes time, effort, and research, to create a moniker that will resonate and hit home with the public and make them want to buy your product or service. Companies spend thousands and thousands of dollars on finding the best name possible for what they are selling.

Which is why I am aghast, appalled and disgusted at a story that The Boston Globe newspaper published today about a local entrepreneur, who is also a professor at Babson College, who has a launched a dental product.

His new name for his business has an unprintable expletive in its title.

What a horrible example this sets. It’s bad enough to have TV shows with titles like “S*** My Dad Says” and popular books like “Go The F*** To Sleep.”

Now, here’s yet another example of someone pushing the envelope, once more, to have a product that showcases a profanity. I’m purposely not telling you the name of this dental product, nor hint at it. I hope that no one else prints the name of what this entrepreneur is selling, because it doesn’t deserve the publicity.

I’m disgusted.

Apparently the name is just one big joke on the professor’s part. But it’s not funny. Trying to make profanity mainstream is offensive, and just another example of someone taking the lowest road possible. There’s nothing creative about simply using a profanity to get publicity. It’s like stand-up comedians who resort to swear words instead of using their creativity to make you laugh. It’s a cop-out. And it’s a bad marketing idea.

Today The Boston Globe did not print the name of the product.

But you know what? Based on all the media that I read and watch, it’s just a matter of time. I give it about five years, and then, just wait – we will all be bombarded with profanity in the media, left and right. As it is, now many major media (except for newspapers) do publish all kinds of profanity, including the F-word. We are so coarsened to this type of language that many of us don’t even notice. Right now, there are a handful of words that the media won’t publish. But be warned – because very soon all profanity will go mainstream in the media, and most people won’t blink an eye when it is used in polite conversations. Even now, I overhear people – at the supermarket, in the gym, for example – using swear words and not lowering their voices. They speak loud and clear.

What the heck happened to etiquette?

Give Yourself An Unusual Title

I’m a crackerjack copywriter and editor, and I love words. That’s why I excel at being a plastic surgery marketing expert and publicist, and a cosmetic dentistry marketing expert and publicist. So…..Are you owner and president of your own company? If you’re self-employed, it is really smart marketing to give yourself and create for yourself an unusual title, because that will help to make you and your business memorable, and that can lead to more clients and customers. For example, at Maxima Marketing, my business, I list myself not just as the owner, but also as the ‘Queen of Creativity.” You’re apt to remember that, aren’t you? Let’s say you own a coffee shop or a Dunkin Donuts franchise – you could call yourself the “Bean Queen.” Likewise, if you specialize in importing tea, why not call yourself the TeaEO instead of the CEO? If you’re a plumber who does outstanding work, why not simply list yourself as “Boston’s Best Plumber” on your business card and website. When you think outside of the box – your clients will appreciate your efforts, and even be inspired themselves. This is marketing that costs nothing — it only requires creativity! Check out my blogs at Maxima Marketing and call me at (781) 407-9305. As I said, I love words and can use my wordsmith talents to write you a press release, edit a speech or a book, proofread, devise a marketing strategy, name your product or service, or craft a signature tag line. And some of my best marketing tips are offbeat!

Market Your Business Based on TV

I’m a crackerjack copywriter, and the owner of Maxima Marketing in the Boston area, where I mastermind marketing and public relations for a wide variety of clients including plastic surgeons, cosmetic dentists, and hair and skincare salons. I just heard about this marketing program, and it brought a smile to my face. The TV folks over at CBS in New York have developed a fascinating new marketing scheme: Apparently, on the long running soap opera, The Young and The Restless, the storyline revolves around a cosmetics company called “Jabot”. Now, just to show you that art imitates life, the fictional Jabot products will become real, as the Jabot products will be available for purchase on Home Shopping Network, while also appearing on the air during the soap opera. This is not the first time that TV networks have tried to extend TV programming into actual products fans can buy, including Fonzie’s T-Shirt from Happy Days. But now the Jabot cosmetics will be stuffed into the hands of the show’s characters, or woven into the plot. The moral of the story? Maybe you should take your cue from TV – maybe it’s not such a bad idea to call your product Brand X. Product naming is another aspect of my business here at Maxima Marketing, and if you need a product or service named, or a signature tag line, give me a call at (781) 407-9305.