The naming mistake that cripples sales (and 3 quick-fixes) - Trial and Eureka

The naming mistake that cripples sales (and 3 quick-fixes)

By Alp | Email Marketing

​“No, we can’t name your sister Purple Rose.”

“Bluerose then?”



23 years ago the ultrasound mistook my sister for a boy. Repeatedly.

So her room was blue. Her toys were blue. Her everything was blue.

Nine months of planning went into creating the perfect natural habitat for a baby boy.

But I have uncanny intuition, and I was convinced that, claims of medical science to the contrary, it would be a girl.

Rather unwisely, my parents agreed to let me name the baby if it turned out to be a girl - just to get me to shut up.

Then on the big day… *she* popped out.

And my parents quickly realised the folly of their little bargain with me.

Because I am notoriously bad when it comes to naming things.

(But a promise is a promise, and after some judicious editing, we agreed on naming her “Rose”.)

Speaking of naming things…

The big mistake is to make the product name all about YOUR brand instead of the buyer’s deepest aspirations.

But the fix is caveman-simple.

Here are 3 ways to name your product that make buyers go “YES! That’s the answer I’m looking for!”:

Way #1: Name the result

Brilliant examples of this in action:

  • “10ksubs” - Bryan Harris’s course on list-building.
  • “Sold Out Launch” - Bushra Azhar’s course on product launches
  • “Zero to Launch” - Ramit Sethi’s course on product launches
  • “Ad, Set, Go” - Kimra Luna’s course on setting up your first Facebook ad

Way #2: Name the target buyer & turn their weakness into a strength

The example that pops to mind:

  • “Faster Than Normal” - Peter Shanman’s course on turning your ADHD into your superpower. (Peter is the founder of HARO)

Way #3: Name the aspiration

Dare I say I actually nailed it once?

  • Email Prodigy” - You’ll become a marketing genius who can quickly whip out an email, hit “send” and watch as the sales and fan mail pour in.

But for every naming victory, I have about 30 duds which really ought to be put out of their misery.

Latest victim: Email Reliquary.

Nobody gets the name… 🙁

I always have to explain it:

“You see, I named each email template after a mythological figure. So each template is like this holy “relic” that blesses your email marketing. And a “reliquary” is a collection of relics - got it?”

Apparently… no.

Customers love the content, hate the name.

Knight of the Email Reliquary, Nick Q, gives me an earful about the “oddly named” programme:


“Hey Alp,

I think I first became aware of you when Bryan Harris mentioned how awesome you are. He was absolutely correct.

Your email copy is fan-damn-tastic!

Because of it, I decided to check out the oddly-named Email Reliquary.

What I love is the document with the outline for crafting your own killer email. I've only received one so far but it is a beyond solid template. Heck, the version you created from this template was the last email I read before purchasing. Kick-ass! (...)”


Very well. I RELENT!

The name “Email Reliquary” doesn’t speak to who the buyer is, the results he wants, or who he aspires to become.

It focuses on “me”. I’m trying to be clever. think it’s witty.

Me. Me. Me.

And that’s selfish.

So I’m going to rename it to “Swipe, Send, Sold.”

It even passes the “napkin” test:

If the offer is good, you can write it on the back of a napkin, and it will sell.

Meet Swipe, Send, Sold, the napkin edition:



The world's first "battle-tested" collection of email templates that work 

especially well with smaller lists.

Swipe, send and put money in your piggy bank the very same day 

using the 15-min Email Engine that powers all these templates.


Soon, I’ll redo the sales page and change all the references to “Email Reliquary” in the programme materials.

But I’ll also be raising the price with the new branding.

Want to get in before the old price becomes a forgotten “relic” from the distant past?

Then put on your archeologist attire and head over to the excavation site at: