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Tag line calisthenics

Tag line calisthenics




A terrific punch line sets you aside from other businesses and provides a memorable and appealing reason to settle on your firm over other options.

The punch line should trail your name sort of a shadow everywhere - in ads, on your internet site , on business cards and in on-hold telephone messages, to call a couple of places.

Before assessing your own punch line , warm up by watching a category of telephone book ads or flip through your local business paper. First, you'll undoubtedly notice a plague of companies whose tag lines are missing in action. Rate those you are doing see from the point of view of a possible customer.

Here's my ten-spot workout from watching ads in BusinessWest, the twice-monthly paper covering Western Massachusetts business.

1. 5 points - honest. expert. driven
This ad featured an image of a vintage Cadillac, compounding my confusion about what quite business this is often . 5 points doesn't do car repair, however. It creates custom web-based applications. So thumbs down; the business name and punch line together should make it crystal clear what the corporate does.

2. Charter Business - The Way Business Works
Not as misleading as #1, yet the punch line is simply too vague
to help the reader understand what line of business this
firm is in, much less why one should select them over
competitors.

3. Spa on the Green - Organic Skin Care & Body Treatments
Nicely specific. i do know what they are doing and the way they differ
from other spas. If they are not the sole spa within the area
featuring organic products, though, this punch line isn't
distinct enough.

4. Richard A. McCullough, Inc. - Building Homes of
Distinction Since 1953
We know this is often a high-end residential builder with more
than 50 years of experience. The punch line could have a
little pizzazz to be more appealing, but it gets a passing
grade.

5. Southbridge Savings Bank - Preserving the past,
building for the longer term . Since 1848.
Although there is a nice ring to the present one, from the
customer's point of view it isn't clear why we should always care
about the architectural consciousness alluded to within the tag
line. Preserving whose past? Its own? Downtown Southbridge's? almost on track .

6. PeoplesBank - Great relationships start here.
Oh, so if I'm trying to find romance, I should get employment at
PeoplesBank? Do they need a matchmaking service? This tag
line too doesn't narrow in enough on the kinds of images
evoked.

7. Wolf & Company, P.C., Certified Public Accountants and
Business Consultants - Insight and Integrity
What a tragic commentary on today's business environment, when
a CPA firm feels the necessity to mention that it's integrity.
Even so, honesty and integrity are qualities that no
company can ever credibly claim about itself. Only third
parties can attest to a person's or company's moral
virtues. additionally , once you mention integrity as an
issue, you get customers brooding about complications you
don't want them to be pondering while considering hiring
you.

8. Mercy center - Our mission is to heal. Our
passion is to worry .
Rah-rah! Mission statements should be wont to rally your
own troops, to not motivate customers. The people you
serve don't care about your aspirations, only about the
benefits you really deliver. So for the target market,
this punch line evokes skepticism.

9. Springfield day care center - Early Care and Education at
its Best... Since 1883
This punch line was so startling that I looked very closely
to see if I had read the date correctly. I rate this tag
line highly because as an entire , it sparks curiosity. As a
potential day care parent, I'd want to understand more about this
place and the way it's survived and updated its look after kids
over such an extended period of your time .

10. Westbank - On your corner. In your corner.
Finally, a winner. This punch line is crisp, snazzy and
persuasive. It gives me a memorable rationale for selecting
this bank over competitors.