Ah, the power of names. They are instant labels that immediately tell us how we should feel about something, how we should respond. They connote excitement, fun, adventure, surprise...as well as tell us when something is hum drum, average or boring.

Have you ever wondered why McDonald’s markets its kids’ meals as “Happy Meals”? For one, it’s a way for them to make extra money with licensing fees. But, aside from that...Happy Meal just sounds more exciting than “kid’s meal” or “hamburger, fries and a soda.” Wouldn’t you rather order something that promises to put a smile on your face?

The same goes for Ben and Jerry’s ice cream. Although Banana Ice Cream with Fudge Chunks & Walnuts sounds really good, isn’t the name Chunky Monkey more alluring? What about Emeril, who’s always wanting to “kick it up a notch”? Much more interesting than, “Now...let’s add a few spices.”

So, what about the promotions you pitch your clients? What about your sales events? What does the name say about what you have to offer? Sometimes the difference between success and failure is not the idea but how it is presented. If you want clients standing in line to be part of your next promotion or event, you need to sell the sizzle.

Maybe you packaged Major League Baseball with a consumer giveaway to your team’s Spring Training Camp. Which would sell better? “Spring Training Giveaway” or “The Field of Dreams Fantasy Baseball Camp”? You can bet your client will be more enthused about the Field of Dreams, an opportunity to be a heavy hitter with some of baseball’s greatest names!

Unfortunately, the label we give something can make or break our idea, and if we haven’t taken the time to jazz the idea up and package it for maximum appeal, we lose valuable points. Would you rather work one hour of “over time” or participate in a “company-wide event celebrating the power of one”? Would your clients rather listen to a “sales presentation” or join you for a “discussion of the trends impacting advertising effectiveness today”? Sometimes, creativity is the price of admission...even when it comes to internal events.

The next time you sit down to write a presentation knowing you have a fantastic idea, take the time to think about how you’ll sell the sizzle. You only have one chance to achieve total impact with your idea. Give ‘em the Happy Meal and kick your proposals up a notch.