Recently I got an article in my mailbox with a really strong title: “The Biggest Mistake I Made When Started on This Platform.” As usual, I’m hiding the details of a post when I critique without permission.
Since I was also new to that platform, I was very eager to discover what she did wrong. I didn’t want to make that mistake!
So I opened the email.
First came a story about how the writer (let’s call her Amelia) chose the platform and what was wrong with the three others she’d tried. That took a few paragraphs.
Then we learned about her troubles with one feature of her new account. She had started the wrong way and she explained why she had done so.
Finally, after digging deeply into the email (and scanning the first parts) she explained what she did wrong. She had named her account in a misleading way so readers wouldn’t know what she did. It was something like naming a Substack newsletter “Mary’s newsletter” or a podcast “Mary’s podcast” or a YouTube channel “Mary’s channel.”
But why present her mistake this way? Maybe she was amused by her story. Maybe she wanted to relate to more people. Maybe someone had advised her to begin with a story, always, even when she had to make something up.
Let’s set it up better:
“What is your number one goal when you name your channel or newsletter? Ideally you want to attract the largest number of readers who will fit your definition of ‘ideal client.’ You’re in a business environment–not an entertainment center–so people will be purposeful in their search. A title like Jeff Herring’s ‘Content Profit Center’ will appeal to content creators more than ‘Jeff’s podcast’ or ‘Jeff’s newsletter.’ You can tell it’s about content and it’s about profit.”
OR you could use the “my mistake” angle:
“When I started my newsletter, I wanted to attract attention from small business owners who did tech. But I named my newsletter ‘Mary’s World’ and I kept getting travelers and gardeners. What was wrong? I changed the name to “Tech Tips for Macs” and got a whole new response. What did I learn from this? Well…”
You could add some fun parts, but notice we got to the point fast. If I had a new account, I would know right away it was about naming…not content or buzzwords or URLs. If I were confident in my account’s name, I wouldn’t bother to read further.
I admit this is one of my own personal pet peeves. I hate wading through a long email to get to the point. But possibly some people (maybe you!) don’t mind. They want to hear the story. Where do you fit? Do you want your emails to come to the point or to be foretold with a charming (but mostly irrelevant) story? How long should that story be?
By the way, I named my latest book, “Your Mess Is NOT Your Message.” It was a risky title, because it doesn’t signal what it’s about. However, the subtitle is “A Guide for Solopreneur Branding.” It comes from the misguided advice so many solopreneurs receive to share their messes with the world! If you’d like to know when it’ll be available, click here and sign up to be notified.
My other names are more conventional. I use “Strategic Storytelling” for my podcast and Substack newsletter. I use “Aging in Sneakers” for my Substack channel that supports my book on aging. I use “cathyinphilly” for my login on Instagram.