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Charlie Houpert explains a pivotal marketing decision—why he took ...Read on linkedin.com
Training Session2025-06-26

Charlie Houpert explains a pivotal marketing decision—why he took ...

Charlie Houpert explains how following Eben Pagan's marketing advice to rename his company from a confusing name to 'Charisma on Command' dramatically improved conversions. The episode demonstrates Eben Pagan's principle that company naming is the most important marketing decision you'll make.

The Power of Strategic Company Naming

Charlie Houpert shares how following Eben Pagan's principle that company naming is the most important marketing decision transformed his business conversions. Despite the original name creating confusion about his charisma training services, the strategic rename to 'Charisma on Command' immediately improved results.

Alliteration as a Memory Tool

Eben Pagan's recommendation to use alliteration in company names proves effective for brand recall. Examples like David D'Angelo's 'Double Your Dating' and Charlie's 'Charisma on Command' demonstrate how alliterative names stick in customers' minds and improve marketing effectiveness.

alliteration namingEben Pagan naming strategyconfusing company names

Teachings 2

Perspectives 1

  • A confusing company name creates the wrong customer expectations and hurts conversions

    Charlie Houpert's original company name made people think it was 'a Dojo where you're going to learn how to fight' instead of charisma training

Quotable Moments 2

  • “the name of your company is the most important marketing decision you will ever make”

    — Eben Pagan

  • “you want an alliteration that sticks in the head”

    — Eben Pagan

How to Choose a Company Name That Converts

Apply Eben Pagan's naming strategy to create a company name that attracts the right customers

  1. 1

    Identify customer desires

    Understand what your customers really want to feel and achieve

  2. 2

    Use alliteration

    Create a name with alliterative words that stick in people's heads

  3. 3

    Test clarity

    Ensure your name clearly communicates your value proposition without confusion

  4. 4

    Measure results

    Track conversion improvements after implementing the new name

Questions Answered

What does Eben Pagan say is the most important marketing decision?

“He's got this line that the name of your company is the most important marketing decision you will ever make.”

— Eben Pagan

According to Eben Pagan, the name of your company is the most important marketing decision you will ever make.

Why does Eben Pagan recommend using alliteration in company names?

“Eben also says you want an alliteration that sticks in the head. He loves alliteration.”

— Charlie Houpert

Eben Pagan loves alliteration because it helps company names stick in people's heads and makes them more memorable.

What happened when Charlie Houpert renamed his company?

“But very quickly, conversions, just nothing has changed. And we start converting way better as a result of this.”

— Charlie Houpert

Despite losing Google search rankings from the redirect, Charlie Houpert saw much better conversions after renaming his company to Charisma on Command following Eben Pagan's advice.

Success Story: Charlie

Before

Customers confused about what the company actually offered

Key Shift

Changed name to clearly communicate the value proposition with alliteration

After

Clear messaging that resonated with target customers wanting to feel comfortable and confident

Outcome: Dramatically improved conversions despite losing Google search rankings

Breakthrough: Realizing the company name was creating wrong expectations about the service

View Original

Counterpoint

Claim: “You should stick with your original company name to maintain brand recognition”

Reframe: If your company name tells the wrong story, the bigger risk is staying put rather than rebranding

Charlie Houpert lost all Google juice from the redirect but still saw better conversions after renaming to Charisma on Command

Key Points 3

Your company name is the most important marketing decision you will ever make

Use alliteration in your company name to make it stick in people's heads

A confusing company name creates the wrong customer expectations and hurts conversions

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Topics

Coaching Strategies

alliteration naming

Business Frameworks

Eben Pagan naming strategy

Common Mistakes

confusing company names