Tips of the Trade: Tagline lessons learned
By Ilise Benun, marketing mentor
I was absolutely blown away by all the thoughtful responses to my last tip about taglines.
More than 250 of you took time to vote (and comment) on our tagline options. (You can read that tip in the “Anatomy of a Tagline” series on the blog and find out which tagline we decided on here: www.marketingmixblog.com/blog/marketing-mix-series-anat.html)
I also received this great tagline tip from Pamela Trow-Johnson at Art Passions Design, whose tagline is “For those that live their passion for art and design.”
When crafting a tagline, ask yourself three questions:
1. Does the tagline reflect a benefit to the audience rather than a feature of your business? People make decisions based on how they can benefit from your product/service.
2. Does the tagline differentiate your business from your competitor’s? Can the same tagline apply to your competitor?
3. What do you offer that your prospects think they need? Focus on the aspects of your work that reflect the needs your prospects are aware of. If they recognize their need in your tagline, you’re half-way there.
Also, refine your tagline with the help of your market. Once you come up with a few options, poll your clients and prospects. We at Marketing Mentor have gained so much valuable insight into the needs and preferences of our market by directly asking for feedback...proving once again that people want to help. All you have to do is ask.
Thanks to all who participated in our tagline process. For now, we’ve decided to keep the current one. But you will see the fruits of your labors in the months to come when we do choose a new tagline.
That’s it for today!
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