The Decision Model
Back to business . . .
We’re on the way to Building an Outrageously Solid, Customer-Centered Model to Test All Business Decisions. What we’re going for is to define the business by building these four parts.
- An explicit description of our customer and the niche market he or she represents
- A company name and identity that fits and appeals to that ideal customer
- A tagline that states what we promise and deliver
- A “do line” that answers “What do you do?” in a few words
My version might look something like this:
Ideal customer: Thinking businesses and entrepreneurs who understand that relationships are crucial to success
Company name: Successful-Blog
Tagline: You’re only a stranger once.
Do line: I show businesses how to make irresistible products and services that attract fiercely loyal customer-fans.
What’s packed in that definition? Let’s concentrate on the tagline for now.
Three Steps to a Killer Tagline that Customers Pass On
A tagline is brand statement. It’s what we want folks to remember about us — the perception and reality of who we are rolled together in a few words. Nike said, “Just do it.” Burger King said, “Have it your way.” Verizon knew we were all saying, “Can you hear me now?” Think on the businesses you know. How many taglines can you remember? My point exactly.
A killer tagline is not just one that we remember. It resonates. We find something we recognize, something we identify with inside the words. That’s why we wear a “Just Do It!” t-shirt.
Killer taglines describe something about who or where customers want to be.
Here are three steps to a killer tagline that customers pass on.
- Make a promise that benefits the customer.
Do you remember ever saying, “But you promised. . . .”?
Promises are things we don’t usually forget.
If you want folks to remember a tagline, make a promise. Make it a promise that your customers will care about. That means the promise has to offer something for THEM.
Make your promise about what you will do for them. What one thing will you deliver without fail. What need will you fill? What can your customers count on you to do over and over again?
I want to work with thinking businesses that care about relationships. My tagline promises they’ll learn ways to establish long-lasting relationships with a community of customers they want.
- Say it simply, out loud, and often.
Powerful taglines don’t waste words. The longest example I gave has only five. Five words make it easy to understand, remember, and repeat. Five words means that there’s nothing hidden, no small print, no “take backs,” no thing to worry about. Five words means that you have through what you’re promising and that you know it well enough to say it in five words. Can you use six? Sure, but be certain that you need every one.
Talk about your tagline promise often. In other words, repeat your promise out loud. Call attention to it. Let folks know that you stand behind the words. No one does this better than Phil Gerbyshak. He’s the Make It Great! man.
When we say the words out loud, or write them in a comment box, it tells folks that we use those words with intent. Every time we repeat our tagline, the subtext is “and you can say I promised.”
Imagine a promise offered that comes with a subtext that says “You won’t be disappointed.” Who wouldn’t want to try that? How many folks wouldn’t talk about it after they did?
- Deliver on that promise every time.
Under promise and over deliver. You’ve heard that before. But don’t back off on what you can do. Be there. Show up. Put your head and heart fully in it. That’s what you’re following your passion to do.
Nothing beats the feeling of a promise that someone kept. Even better than that is when someone keeps it a second time. That moves a person to a special category of friend.
When a business delivers on a promise once we’re impressed. When a business makes it their business to keep their promises every time, we give them back our loyalty and our trust. The next guy has a hard time stealing us away from that.
Three simple steps. We’ve known them since we were kids. Make a promise that means something. Say it out loud to show that you mean it. Then deliver without fail.
Who wouldn’t want to tell their friends about service like that?
What do you know about promises that businesses have made to you?
To follow the entire series: Liz Strauss’ Inside-Out Thinking to Building a Solid Business, see the Successful Series Page.