The Phrase that Pays- Creating a Tagline You Can Take to the Bank
By Michael Daehn in Key 1: Finding Your Advantage
Published: Tuesday, 10 July 07 - 04:16 PM (GMT -06:00)
Last Updated: Tuesday, 10 July 07 - 04:44 PM (GMT -06:00)
Your tagline should summarize your competitive advantage
Please, just don't do it. There are a so many people that have been misdirected by the success of the Just Do It tagline they think that's what a tagline should be. Remember that Nike spends billions on advertising. You probably don't have that kind of moolah, so let's be a little smarter.
To stand out in the market your tagline should be an easy to remember distillation of your competitive advantage.
My friend Eric manages a bank. It is locally owned and provides great customer service. I told him a bank is a bank to me and most people. I asked him how his bank is different. He was giving me the standard list of junk that all banks do, but I would not leave him alone.
After some harassment I got him to say that his bank offers big bank resources with small bank customer service. Bingo, there's gold in them there words. B of A can't offer the same thing so that's all he should be talking about.
Now he's got a phrase he can take to the bank!
What is your tagline? How does it reinforce the reason you are better than your competition?