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?
–ME “Liz” Strauss
Is your business stuck? Check out the Start-up Strategy Package. Work with Liz!!
Related
To follow the entire series: Liz Strauss’ Inside-Out Thinking to Building a Solid Business, see the Successful Series Page.
That’s amazing. I have a post in my queue, written about tag lines, that would have gone live tonite, but I’m gonna go turn it loose now.
Hi Mike!
Blogger sychronicity! How cool is that?!! I can’t wait to read it. 🙂
Hi Liz,
This continues to be an awesome series! I love your suggestions for creating a tag line. Five words… wow! That is short. I may need to do some tweaking.
So, perhaps the really great tag lines come down to planning, promises, persistence, and – as Mike said – a little luck thrown in. 🙂
Hey Liz,
“Just do it” is one of my favorite tag lines of all time.
It’s powerful because it’s not just a tagline. It’s a religion.
Hard to successfully pack that all in to four or five words! Thanks again for steering me in the right direction on my tagline. My favorite tagline is “Think Different.” Don’t you think that conveyed the essence of Apple very nicely?
Hi Kirsten!
Awesome! Wow! Thanks.
Five words, okay maybe six. 🙂
Don’t ever discount the luck part.
Exactly Shane!
If you can do THAT, you’ve got a tagline! [big grin]
Hi Brad!
It’s not easy to get there, but we’re defining survival. 🙂
I do love that Apple tag. It’s something Apple users think about themselves, isn’t it? 🙂
Even 6 is difficult. Perhaps I am too wordy.
[pulling out my magic want] I am sprinking a little bit of magical “luck” dust on you, me, and everyone else here. Here’s to each of us creating tag lines that go down in history as the best! 😉
Hi Kirsten,
I’ll help. You know I will. It’s what I do. 🙂
We’ll get there!
Wow Liz, that’s quite a challenge. 5 little words. Glad I got mine right.
Just a thought, but how about for Kirsten’s iPopins: “Audio Booster Shots.” That’s why I love ’em!
This series is wonderful Liz. GREAT job!
That’s what makes dmoz so hard to get into taglines
how’s about persistence, perseverance, passion produces results
GP in Montana
Making Montana Memories (our tagline !:)
First time here and already learning a great deal of useful stuff, I think I shall hang around and peruse and learn.
Hi Phil!
Thanks. I like your tagline, your blog, and especially the guy who writes it. 🙂
Hi Michele,
Welcome!
I’d love to hear more of your thoughts on that. Dmoz is a challenge for everyone. 🙂
Hey GP!
You’re about so much more than results. I hope you don’t mind me saying so. 🙂
Hi Michael!
Nice to meet you! Thanks for the kind words. Can’t wait to get to know you better too. 🙂
Liz, call me crazy but everytime I read the title of this piece I read it as a negative…Pass On, forget, don’t participate. At first I thought you meant to say NOT pass on. Tnen after I digest it I realize you mean Pass on to Others…(Hint. Hint.)
Hi Susan!
I think you’re right. I’m going to edit it now! Thanks for pointing that out. 🙂
Hello,
I own a supplement company. We are re-launching our range of protein powders. It’s a very competitive market. Can you help with the positioning of the brand?
Thanks!
Manny
Hi Manny,
Wish I could, but that’s what the blog is for. 🙂