Pen Names Are Fine, But Sometimes You ARE The Product

26 replies
One of the bigger disconnects that I've seen lately
is product owners launching products using pen names
when the very core of the product is their expertise.

If what makes the product unique and valuable is your
expertise, then to me YOU are the product, and when I
buy the product... I'm buying YOU. I'm buying your
credibility and my belief that you are the right
person to teach me a topic.


I also wonder how using pen names to market your
expertise, spinning a story/personality, plays into
Clickbank's new policies.

What am I missing?

Willie
#fine #names #pen #product
  • Profile picture of the author lacraiger
    some people just prefer to be anonymous. its less risky when something goes wrong.
    {{ DiscussionBoard.errors[4405406].message }}
    • Profile picture of the author Marvin Johnston
      Originally Posted by lacraiger View Post

      some people just prefer to be anonymous. its less risky when something goes wrong.
      When things go wrong, it provides an opportunity to correct the situation in a win-in manner.

      The customer wins because they realize their back is covered. You win because it provides an opportunity to build credibility (assuming things don't go wrong too often.)

      Using risk as an excuse to be anonymous seems like something other than a business.

      Marvin
      {{ DiscussionBoard.errors[4408101].message }}
  • Profile picture of the author bobbobson
    Also remember that some of the most successful artists/writers/musicians in the world use pen names. If you stick with that same name for your career, then in theory the brand can still be just as strong. Elton John isn't actually called Elton John, but he's known for writing catchy pop songs all over the world!

    My mistake was choosing a dumb forum profile name years ago - If it wasn't for the fact that I've gotten to know people on the forum with this name, I'd start out again with one thats closer to my actual name!
    Signature
    [Offliners!] Newbie Friendly Method = Easy Clients Paying $200 - $500 per month [AMAZING Reviews]

    {{ DiscussionBoard.errors[4405444].message }}
  • Profile picture of the author annabelle07
    I would think it's better to stick to something that's closer to your real name as well. If you truly believe you're an authority on a particular subject, or you really believe in the product you're selling; why would you want to hide behind a false identity? If something goes wrong, you have to be able to be gracious enough to accept it, apologize and move on. Only by being real can you get anywhere close to the top and feel good about it.
    {{ DiscussionBoard.errors[4405490].message }}
  • Profile picture of the author Goldenboy
    People use pen names for reasons, I mean, either for his safety or for other personal reason. As what fellow warrior Lacraiger have stated, it is less risky since the information that can be hacked or accessed by unknown users, will not eventually use the person's real name. Although there are other people who prefers to use their real names, for like what the thread states, they are also the product that are presented in the market. Like for example, if you want to post your services in the IM world, what name would you use? Most employers, which I know personally, hires people that will present and use their real names, since credibility and reliability of that person is in fact, in his name.
    But for me, I can see nothing is wrong with using either pen names or real names, as long as you provide the services your employers asked for and give the public or the client the appropriate task and products that they deserved.
    {{ DiscussionBoard.errors[4405807].message }}
  • Profile picture of the author Dennis Gaskill
    Willie, are you saying I shouldn't sell My Life as a Beer Taste Tester under the pen name of I.P. Moore?

    Seriously though, one reason people use a pen name is they're concerned people won't believe you can be an expert in more than a few unrelated topics, so using a pen name is a way to avoid them knowing that. Personally, it's not a concern of mine. I doubt it would cost many, if any, sales.
    Signature

    Just when you think you've got it all figured out, someone changes the rules.

    {{ DiscussionBoard.errors[4405878].message }}
  • Profile picture of the author Prashant_W
    Well, look at it this way.

    what if he paid ghostwriters to write various ebooks on various subjects?

    would it be realistic to use his real name on all these products?

    wouldn't it be rather strange if you found out that this bloke's an expert on like 7 different, unrelated topics?

    i think he should only bother to use his real name in the niche he really wants to be an authority in.

    for his other pet projects, using a different name is perfectly fine.
    {{ DiscussionBoard.errors[4405879].message }}
  • Profile picture of the author David Keith
    I think it is very possible to brand any name real or fake as an expert. If you do the right things and provide good valuable advice I will likely still follow you... Even with a faked name.

    I guess I would agree that a real name is better, but to me it's less important than you being knowledgable and providing solid advice.

    I use a screen name. I have for years. I got this name in a sixth grade skit I was a part of, it stuck and now I answer to it just like I answer to my real name... David.

    It's not an attept to be shady, it's just who i am.
    {{ DiscussionBoard.errors[4408193].message }}
  • Profile picture of the author michaelcorvin
    I agree with lacraiger - Sometimes doing higher-end launches or products that tend to get a lot of traction can also get you a lot of people seeing you almost as a "celebrity." But at the same time, if you already have a name for yourself in a specific field and the product you are promoting is what you do...those people need to still with their real names and dump the "pen name" concept.

    Michael
    {{ DiscussionBoard.errors[4408230].message }}
  • Profile picture of the author ladywriter
    But Willie, you're assuming that the name is the person. I had nothing to do with my surname and I don't feel any connection to it at all.

    Wouldn't you rather buy suits from Ralph Lauren than from Ralph Lipschitz?

    I'm all for consistency, though.
    {{ DiscussionBoard.errors[4408246].message }}
  • Profile picture of the author Alexa Smith
    Banned
    Originally Posted by Willie Crawford View Post

    One of the bigger disconnects that I've seen lately is product owners launching products using pen names when the very core of the product is their expertise.
    Really? That makes no sense at all to me.

    In all the niches in which I have my sites and lists (8 of them now) I have a different pen-name, and always have done. But there's no perceived connection between "Alexa Smith" (which is my real name) and any of those niches at all. To their potential customers, the name "Alexa Smith" means no more than "Anastasia Another" - or any other name - would mean.

    If I were promoting something about "article marketing", obviously I'd use my real name.

    Originally Posted by Willie Crawford View Post

    I also wonder how using pen names to market your expertise, spinning a story/personality, plays into Clickbank's new policies.
    "Spinning a story" is clearly going to be a problem.

    But I can't see any problem over ClickBank's new policies with using a pen-name, per se?

    They've just (finally) announced that they don't like people lying to their prospective customers in any ways that can materially affect whether or not they purchase, I think? You can certainly use pen-names without any risk of that.
    {{ DiscussionBoard.errors[4408271].message }}
  • Profile picture of the author Willie Crawford
    My question was aimed at products where when I say that you
    ARE the product, I mean products like courses in investing or
    taking care of medical problems.

    To me, the person buying the product, if they are anything
    like me, spend a considerable amount of time checking out
    WHO is behind the product.

    If I'm buying a product on mutual funds for example,
    I want to be able to check out the fund manager's track
    record. If they have consistently used the same name
    over time, even if a nickname, then I can actually research
    their track record.

    So my question still centers around products where you
    feel that you are buying a person's experience-based
    expertise.

    Even an ebook on a topic like treating depression... if I
    were the customer, I'd want to know that the person
    offering the advice was qualified, and so I'd check them
    out... and if I couldn't there would be a disconnect...
    or a serious lack of credibility.

    Credibility is certainly not as critical in some niches...
    and not everyone even cares to really check out the
    track-record of the person behind the product... but I
    do.

    I posted in another thread that in my 16 years in
    internet marketing, I have never refunded a product
    (that I can recall). That's because I generally know
    what the product promises to deliver, and I often
    base my buying decision on WHO is offering the product.

    I do understand all of the other opinion

    Willie
    Signature

    Here's A Ready-Made High Ticket Product To Make Your Own.
    Click To Go BIG!

    {{ DiscussionBoard.errors[4408644].message }}
  • Profile picture of the author Chri5123
    Hey Willie,

    I think I get what you mean - whereby you are building a brand for yourself.

    So for instance - Chris Jones the product creator - if that product got a lot of attention for example and everyone knew I launched it and am good at building and teaching how to build products then that makes sense!

    I would say if you enter a niche with PERSONAL experience i.e you are awesome at what you do in the niche then it pays to be yourself.

    Although if you are in a lot of niches and you have people create the products for you then it is best (in my opinion) to use a pen name as "Chris Jones" can't be an expert at everything.

    Also spinning a story is a tough one!

    If I have a product created and the ghost writer has allowed me to use their name and story as well as the product not sure how that would work!

    Anyway, think you are right - if you are going for a niche where people know you and you have some "clout" always better to sell YOURSELF as oppose to someone else.

    Chris
    {{ DiscussionBoard.errors[4408713].message }}
    • Profile picture of the author David Keith
      I do agree with your points Willie,

      However I also feel that a solid marketing funnel with solid advice behind it will overcome a good deal of this.

      For instance, you are probably not going to spend much time researching a free - $10 product.

      If the ceator over delivers on that product for any niche, hey will hav gained credibility with you whether they are using a fake name or not.

      I think examples like The Rich Jerk show that many are willing to buy without knowing a true name. Most customers at the time had no idea who was behind that product, at it sold well.

      But bigger ticket items will be hard to sell for any one who has not earned credibility. I just don't think that HAS to be done with a real name.
      {{ DiscussionBoard.errors[4408811].message }}
      • Profile picture of the author theory expert
        Banned
        Originally Posted by owslaw123 View Post


        I think examples like The Rich Jerk show that many are willing to buy without knowing a true name. Most customers at the time had no idea who was behind that product, at it sold well.
        If I am not mistaken not too long before the product was released word was out who the rich jerk was.
        {{ DiscussionBoard.errors[4408989].message }}
        • Profile picture of the author David Keith
          Originally Posted by Team X View Post

          If I am not mistaken not too long before the product was released word was out who the rich jerk was.
          I believe that the majority of sales of that product were to people who didn't know the guys name.

          And it is about building a brand. Some niches that is a necessity, for some it's not as big a deal for an individual...relatively small time marketing guy.
          {{ DiscussionBoard.errors[4409024].message }}
        • Profile picture of the author Willie Crawford
          Originally Posted by Team X View Post

          If I am not mistaken not too long before the product was released word was out who the rich jerk was.
          Well, many of us knew who he was, and even communicated
          with him regularly. Even there, those who got behind his
          launch and working with him KNEW who he really was.

          Those who bought his product though also knew that his name
          wasn't The Rich Jerk, and they probably even assumed that he
          really wasn't a jerk. At that point, potential buyers had to ask
          "can what he promises to teach me... work for me?"

          Willie
          Signature

          Here's A Ready-Made High Ticket Product To Make Your Own.
          Click To Go BIG!

          {{ DiscussionBoard.errors[4409037].message }}
  • Profile picture of the author magnates
    Some people are shady

    they have a real bad agenda and cannot afford to have their real names linked to thier product .they prefer to be anonymous . that way escape without disgarce

    Other people are just shy .they want people to know who they are . they are genuinely can't get in front of the camera and talk

    People are different

    You are right ... You are the product you are selling
    {{ DiscussionBoard.errors[4408879].message }}
    • Profile picture of the author hhickman
      Well, I personally don't have a problem using my real name.
      I also, don't have a problem with Pen names.
      At some point it would be required to use a pen name.
      like how can this one guy be an expert in 10 unrelated markets?

      How would you explain that you are an expert in that situation?
      {{ DiscussionBoard.errors[4409132].message }}
  • Profile picture of the author Willie Crawford
    Originally Posted by Chris Kent View Post

    Willie, do you brand in other niches e.g. health, self-improvement, hobbies or whatever?

    I know you have your recipe book. But anything else apart from that?

    If so, do you just brand as Willie Crawford?


    The more niches you are in, if you don't use pen names, I would say your credibility can suffer. People will think "huh?"


    And you can still brand yourself with a pen name. After all, how do I know your name is really Willie Crawford? It probably is, but I don't know for sure. I don't really care either.
    I am in several niches, and use the company name in some, but
    even there, I use my real name as a company official.

    I'm in numerous niches but not positioned as the expert in that
    many.

    Willie
    Signature

    Here's A Ready-Made High Ticket Product To Make Your Own.
    Click To Go BIG!

    {{ DiscussionBoard.errors[4410177].message }}
  • Profile picture of the author Jaymark
    There are also some people who create a bunch of different products and they don't want their customers to think that they are flooding the market. So it appears that they are coming from different authors, etc.
    Signature
    Article Writers - American article writers, sharp pricing, quick turnaround, quality articles and web content
    {{ DiscussionBoard.errors[4410637].message }}
    • Profile picture of the author myob
      Currently I have 42 pen names, which are in widely different markets. This actually can be effective for market differentiation in competitive arenas where the name is descriptive of the niche.

      When used in this way, it can be subtly powerful, but not really much different than having a catchy title for an article.

      For example, Gary Gardener, Melody Tap, Art Wright, Harry Weiner, Ben Sells, Simon Says, etc could be memorable euonyms for branding purposes.

      I think Allen Says is already being used, though.
      {{ DiscussionBoard.errors[4410650].message }}
      • Profile picture of the author DireStraits
        Originally Posted by myob View Post

        Currently I have 42 pen names, which are in widely different markets. This actually can be effective for market differentiation in competitive arenas where the name is descriptive of the niche.

        When used in this way, it can be subtly powerful, but not really much different than having a catchy title for an article.

        For example, Gary Gardener, Melody Tap, Art Wright, Harry Weiner, Ben Sells, Simon Says, etc could be memorable euonyms for branding purposes.

        I think Allen Says is already being used, though.
        So it's basically the concept of "pornstar names" applied to everyday niches/markets.

        *pompous laugh*

        Best regards,

        Mr. Egor Testicle
        {{ DiscussionBoard.errors[4410698].message }}
  • Profile picture of the author Istvan Horvath
    Yes, Willie, I can see how my name (or myself) is the "product" if I release something WordPress related - people want my expertise.

    On the other hand, nobody really knows that I am a linguist and a translator trained in cross-cultural communication... off-line, i.e. in real life I even held seminars for various professional groups about cross-cultural communication topics.

    However, I think if I was planning to make and sell a product in this field, I would need to build up my "image" online as an expert. Now, if I have to start from scratch, does it make any difference whether it's a pen name or my real name...?
    Signature

    {{ DiscussionBoard.errors[4410686].message }}

Trending Topics