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The Pitfalls of Relying on Free Name Research

You found the perfect name for your business and are ready to make your place in the business world. You know you should check to make sure that no one else has rights to your name but where to start?

Doing a search of the web brings up many, many services offering to search your name for free or for a minimal cost. Before you jump on board, make yourself aware of the following pitfalls:
  • Free research will never give you an accurate glimpse of what's out there in terms of names of products or services. If it's free, by all means, take advantage of it; however, please make yourself aware of any "hidden" costs and, most importantly, that you will be missing large chunks of information that are necessary to any comprehensive name search.

  • Comprehensive searches always cost more than preliminary searches because of the depth and breadth of the thousands of databases that must be searched, at a cost of $1 to $5 per minute wholesale. So, if a search sounds too good to be true it's because it is!

  • Preliminary searches are just that - a cursory look as to whether a trade name is used or not. This type of low price or free search is often never offered with analysis. Analysis is a key component of name research. It's very easy for people to under-react or overreact to research.

  • If the research appears to be clear, you still need a comprehensive search because most names are affected by similarities in sound, appearance and meaning, which do not often appear until a comprehensive search is conducted.

Take advantage of free resources just don't ever rely on them as comprehensive!

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