Keep Your Name Off Your Business?

I have never really been too concerned about privacy, other than my domain name registration for the simple fact that I hate receiving damn near weekly junk mail from "marketing providers" who send it directly to me.

If privacy is an issue for you, then a "pen name" is perfectly ethical in my opinion. In fact, content producers do so under a pen name. As long as your not doing anything unethical, there really isn't any reason to think that using a "pen name" would be so as well.

BP

My thoughts, if you are not willing to put your name on it because you don't want your mother to find out, YOU SHOULDN'T BE SELLING IT!!

Benjamin Ehinger

I think keeping name makes it more reliable and authentic. So I think one should keep the name intact. Weather its real or not.

It all depends. I would say if you are in multiple niches make a pen name because less people trust someone who is an expert in everything.

I would use a Pen name.
There are many reasons why you might want to ; for example a famous English novelist has two one her own Ruth Rendell the other Barbra Vine.
Why! well she likes to write occassionally in other genre's, the style of writing is slightly different to the way she's known to write like; also the subject matter is different.
As one of the above has already suggested using a pen name to differentiate niches is perfectly acceptable as it's already used in certain industries all the time.

By the way the writer of "50 shades of Grey" is an University Lecturer in the Uk; also using a pen name maybe she does'nt want her students to know about her slightly racy but extremely successful books ;-} .

Ps: If you're a woman some might use a non-gender specific name on websites this is a safety issue on the web as stalking is on the increase these days. Oh and men have been stalked too, so that's something to bear in mind if you really trust in putting all your details in public view just my opinion though.
Keren

A pen name would be a good idea, as long as you are not completely hiding behind it, somewhere there should be a way for potential customers to be able to research you as a business!

You can build your business around your personal name or a company name. You want to use a name that strongly signalizes what you do online.

Before I started to build my coaching programs and products, I made sure that I selected a name that I can live with and that my coachees and product buyers are attracted to.

Your brand and marketing expertise are the most important factors when it comes to dominating a highly profitable market.

In most cases the best option is to use your personal name or a self created fantasy name under which you'll actively be promoting your products and services.

I doubt there would be much interest in an ebook on the topic. It's a personal choice people make to use a pen name or not. Nothing mysterious about it and I don't see much to learn about it.

I prefer to keep my name off the whole Internet (no personal pages in social networks etc), but I don't keep it off my business.

I used to be in the adult website business. I created a separate dba and a separate postal address just for that. I also used whois guard which I always do anyways.

Just run it all through your company name. I mean I like to use my own name, but I am not into the adult portion. Seems like a very expensive niche.

Depends on the product really. But if you're proud of being the owner, then having your name labeled on it isn't a bad idea.