Coming Up with a Good Tagline


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Coming Up with a Good Tagline
by Mary Beth Guard, BOL Guru
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QUESTION: Which is the better bank slogan/tagline? We are a small community bank with $270 million in assets. "Independence Bank. Banking the way it should be." OR "Independence Bank. Great Service. Guaranteed Smiles."

ANSWER: Around our office, it was a slam-dunk decision in favor of tagline #2. But we thought it might be useful to also provide you with some words of wisdom about taglines from Michel Fortin, a consultant who is "dedicated to helping businesses turn into powerful magnets". Michel is the author of the book "The 10 Commandments of Power Positioning." He is also the editor of the "Internet Marketing Chronicles" ezine delivered weekly to 90,000 subscribers -- subscribe free at http://SuccessDoctor.com/IMC/. Here's what he has to say on the subject:

A tagline is a small sentence, preferably five words or less, that says all that you are in one single swoop. I'm sure you've heard of "The Midas Touch," "Kills Bugs Dead", "Just Do It," or "You deserve a break today." More than likely you know from which company these taglines derive.

Taglines are extremely effective, particularly in casting an aura of superiority or exclusivity, and doing so without stating it outright. They usually complement business or product names and help to anchor them in the mind more effectively. Taglines are particularly beneficial when one is self-employed, running a home-based business, or limited in making claims due to the type of industry in which one operates. Through a tagline, one can create the perception of superiority and anchor one's firm or product effectively in the minds of prospective clients.

Here are some examples. Rather than saying "John Smith, Business Etiquette Consultant," say "John Smith, Where Protocol Meets Profits." Instead of saying "Jane Smith, Graphic Designer," say "Jane Smith, Great Graphics Guaranteed." Other than saying "John Doe, Fashion Consultant," say "John Doe, Flat-Out Fabulous Fashions." Remember that the more top-of-mind awareness it creates, the simpler the search for your business becomes.

For instance, if you were to put two products from two separate companies side by side, two products that are of the same kind, quality, and price, which one would you buy? Naturally, you would have a tendency to gravitate towards the one whose package is such that it makes the product appear as if there is more value added to its purchase.

This added value may be in the form of guarantees, lower prices, better quality, additional features, faster results, etc. Essentially, put a special name and possibly a tagline on your product or service that communicates this added value. If your product seems ordinary or is similar to that of your competitor's, make it appear extraordinary through its name.

A typical or even nameless product or service may be easier to sell when face-to-face with a consumer. But in the impersonal world of highly competitive marketing, however, the lack of human interaction takes away the emotional element as well as the ability to persuade or overcome objections. Therefore, a name must communicate that emotion. By doing so, it positions the product or service in the prospect's mind and empowers them to buy.

The object of names and taglines is not to claim superiority or to make one "look good." It is simply to turn the assumed into the assured in the minds of people (i.e., to make their choice a simpler and more confident one). If they don't have to assume that your firm or product offers a specific process, result, or benefit, they will likely choose you first.

For instance, most mechanics or garages offer free estimates these days. Not only do people assume that most of them do, they also expect it. This ordinary service has become but an intellectual clichT. However, let's say you've heard of a garage offering "Free Fee Finders" or "No Guesstimate Estimates," or one whose tagline says "Where Estimates and Smiles are Free." Now, if you had to choose a mechanic and you specifically wanted one that offers free estimates, would you go to one you think that offers them or to the one you know that does?

First published on BankersOnline.com 1/7/02

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