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By:
Lynella
Grant
Your
Slogan is the “Headline” for Your Business
Tell people in a short phrase or sentence what you want
them to know or remember about your business. The best
ones conjure up a strong mental image, that will be
forever linked with you in their memories. A little wit,
humour, insight, unusual (yet relevant) spin goes a long
way toward making it stick.
If you don’t stand out during the famous first
impression, (or in a later contact) there won’t be
anything for them to recall later. They’ll draw a
blank – which means they don’t feel any connection
to you at all. So few businesses have a good slogan
(also called a tag line), yet it’s an easy way to
distinguish yourself from the rest.
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Finding the Phrase that Defines the Enterprise Isn’t
Easy – But is Worth it
Choose
one that people will easily relate to and remember.
Don’t make it too
long or complicated. And avoid the bland phrase that’s
not unique to your business. Saying, “We aim to
please” could apply to any type of business, and
really doesn’t aim very high.
Imagine a much more potent a phrase like, “On-time
Delivery or It’s Half Price.” That certainly sets
you apart from the competition! People will notice, and
they’ll hold you to it. You can be sure they won’t
forget it. Your next challenge would be to live up to
it.
A printer's card showing camels in a row and stating,
“We take the humps out of problems,” emphasized its
service orientation. Notice the words and image
reinforce each other. That’s filed in the brain as an
image, rather than information. Such amusing impressions
are much more likely to be recalled than XYZ Printers.
The Slogan is Your Verbal Logo – Weave the Words and
Images Together
A tagline can be as important as your logo, since it
delivers your most direct message. It should send a
reassuring message that attracts precisely those
customers you can best serve. Weave it into your image
(via colour or font) so they appear as a unit. It’s
more powerful and likely to be remembered that way.
Once you adopt one, use it constantly. Put the phrase
everywhere the business name or logo appears.
State your slogan aloud at every opportunity. Have
everyone who works with the enterprise say it in every
business contact, sale, or telephone greeting. And
practice saying it with emphasis and enthusiasm – not
just another “have a nice day” substitute. Ugh!
The up-beat repetition of the words reinforces the
message you want people to recall about your enterprise
– with an emotional charge as well. And it helps for
you to take the words to heart as business policies and
decisions are made. For example, people would note the
irony of a slogan promising good customer services, when
they’ve just been treated poorly.
Kinds of Tag Lines - Statement of purpose, philosophy,
or mission statement - Motto or slogan - Pledge - Policy
- Guarantee - Jingle - Pun, joke, or play on words -
Relevant quote or aphorism - or a takeoff on one
Defining Your Business Slogan is a Rite of Passage
Finding your unique and powerful slogan isn’t easy.
It’s hard to distill a business philosophy or
personality into a single phrase. But it is incredibly
potent when it hits the mark. The public notices those
businesses that have pulled it off in a positive way.
Very few operations have bothered to find an effective
slogan, and it seldom happens until other aspects of the
business “jell.” That’s the true importance of the
effort to find yours.
Businesses that have all their parts working together
communicate to the public in a way that other
enterprises don’t. And one of they things they
communicate: “We have our act together.” You can bet
that customers prefer to do business with those that do.
Article
Source: http://articleswell.com
Dr.
Lynella Grant Consultant and Author - Promote yourself,
business, website, or book with online articles www.promotewitharticles.com
Free how-to. Or let me write and submit your articles
online for you. No learning curves (719) 359-5575
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