| A tag line is a short, catchy, memorable phrase that | | | | Expand your list by writing down nouns, adjectives, |
| creates a distinctive brand identity, and the best of | | | | verbs that may describe your business. |
| them communicates your brand's Unique Value | | | | For example, a landscaping company would include |
| Proposition (UVP) to your target market. Your UVP is | | | | words like green, hedge, trees, lawn, gardens, grass, |
| the unique service or knowledge you supply that | | | | picket fence, waterfall, and pond. You can also |
| makes your business stand out from your competitors. | | | | lengthen you list of words by using a thesaurus or |
| Each communication you make to your customer | | | | synonym finder. |
| must say to them, 'buy this product, and you will get | | | | Your aspirations--- |
| this specific benefit'. If you can't express your UVP, it | | | | Consider words that imply mastery, excellence, |
| can be guaranteed your clients won't be able to, either. | | | | superiority, biggest, best, king, queen, big fish, top dog, |
| Two examples of tag lines that communicate strong | | | | paragon, goddess, etc. A housekeeper may create a |
| UVPs are: | | | | tag line of the "Queen of Clean". |
| Econo Lodge hotel chain - "Spend a night, not a | | | | Rhymes--- |
| fortune." | | | | Rhymes and near-rhymes can also be used. A |
| Mars candy company - "Melts in your mouth, not in | | | | woman who owns a travel agency might select the |
| your hands." | | | | tag line, "Your Vacation Maven". |
| The best tag lines: | | | | Paradoxes--- |
| - Are short - 10 words or less; no more than 5 words | | | | A paradox is combining two ideas that contradict each |
| is best | | | | other, and may be opposites. For example, an Italian |
| - Communicate UVPs or benefits | | | | pizza shop could boast of "the most heavenly pizzas |
| - Include keywords - if marketing online is part of your | | | | on earth". |
| strategy | | | | Look back through words and phrases you've |
| Here are 5 steps how to quickly create a tag line that | | | | previously jotted down, and ponder their contraries. |
| is distinctive, communicates your UVP to your | | | | Step 2. Combine words on your list. |
| customers, and tells them "why" they should buy your | | | | It's time to start playing and combing words on your list. |
| products and services: | | | | Look at the words, and start combining them together. |
| Step 1. Brainstorm a comprehensive list of words | | | | Step 3: Evaluate Your Favorite Candidates |
| Your tag line is comprised of words, so the best place | | | | Once you have one or more tag line phrases you like, |
| to start in creating one is by jotting down different | | | | subject them to the following criteria to evaluate and |
| words that come to mind as you think about your | | | | test them for success: |
| products and services. Consider words that | | | | - Are all words pronounceable and spell-able? |
| communicate: | | | | - Is the tag line concise and easily understood? |
| - Benefits, results, and pain | | | | - Is it distinctive? (The following aren't—"Top |
| - Client qualities and characteristics | | | | Quality Professionals" and "Fine Dining".) |
| - Nouns, adjectives, and verbs | | | | - Does it communicate your value proposition or |
| - Your aspirations | | | | message you want to convey? |
| - Rhymes | | | | - Will it sound pleasant to the ear? (Words that bring |
| - Paradoxes | | | | unpleasant things to mind should be avoided, such as |
| As you think of words, write them down on a giant | | | | "Poo-Poo Catering in the Chinese Tradition".) |
| piece of paper taped on a wall so you can see them: | | | | - Can you deliver the promises you make to your |
| Benefits, results and pain--- | | | | customers? |
| Write down words that represent the benefits and | | | | Step 4. Get feedback |
| results your clients receive from using your product or | | | | Before committing yourself to your top choice, get |
| service. A business coach might write down the | | | | feedback from at least half a dozen people who'll be |
| words and phrases increase sales, get more clients, | | | | hearing or seeing it for the first time. Ask them if they |
| leverage your knowledge, accelerate results, and | | | | "get it", and what unique value or benefit you are |
| make order out of chaos. | | | | delivering. |
| Now, brainstorm what pain your customers and clients | | | | If they can't tell you, then your tag line has little value |
| are trying to avoid or get rid of when they buy from | | | | and you'll have to go back to the drawing board. |
| you. For a marketing coach it may be disorder, lack of | | | | Step 5. Promote your tag line |
| a plan, confusion, poor results, and no system. | | | | Use your new business tag line everywhere - on your |
| Client qualities and characteristics--- | | | | website, business cards, brochures, email signature, |
| Think about what qualities characterize your clientele. | | | | advertisements, and when you speak about your |
| Are they exclusive, high-end, wealthy, down-to-earth, | | | | business. |
| creative, cosmopolitan, industrial, homey, natural, and | | | | Enjoy the distinction, recognition, and success a great |
| health-conscious? Write these words down. | | | | tag line will bring you! |
| Nouns, adjectives, and verbs--- | | | | Copyright 2009 Bonita L. |