Have you ever downloaded a file off a website, found it on your desktop weeks later and wondered what it was because you didn’t recognize the file name? I have, and I think people who create these generic file names are missing an opportunity to make a friend and promote their brand.
When you create a file to send to somebody else, put yourself in that person’s shoes. Will they really welcome a newsletter from you with the file name “newsletter-23.pdf?” Of course not. Add your company name to the title, like “ABC-Co-Newsletter-23.pdf” Now, isn’t this much clearer? And, will they instantly know where they got the file from? Of course.
Sending out an invoice? Don’t just have the name of the customer as a part of the filename – put your company name there, too. So, “Customer-XYZ-Invoice100208.pdf” now becomes “ABC-Co-Customer-XYZ-Invoice100208.pdf.” That way, both of you will have something to refer to, and it will be much easier locating the file on your computer after time dims the brain cells as to where you squirreled it away on your hard drive.
Posting an ebook or white paper on your site? Make sure you include your company name “ABC-Co-Raising-Rabbits-101.pdf” will remind people right away where they got the file, and how to get back in touch with you.
Do you have any examples of major companies who don’t pay attention to the marketing potential of a file name? Please comment on them here!
