"Forget The Tagline (For Now), Go For The Bottom Line"

I am amazed by the number of people who think that one of the first requirements for business success - especially for sales -  is a cute or catchy tagline.

The truth is that many people have been successful in many types of businesses for years and never have used a slogan or tagline - they rely on results to speak for their abilities.

This idea of needing a tagline to grow your business or before even starting out in business is a classic "chicken-and-egg" argument.

I'm all for building a name for yourself and standing out from your competition, but do you really think that a few words on a business cards or on your personal web page will make that kind of difference?

Just a clever slogan will not generate business - it may not even impress a search engine. It may raise an eyebrow, generate a second look, evoke a chuckle, or provoke a question. Then the rest is up to you. You still have to produce.

The best way to attract new business is to be active in your market area, to be sincere, to develop relationships, and to sell yourself. Then actually do what you say you'll do - and then some. But be realistic in what you promise. Don't overpromise or your underachievement will be quite noticeable.

Remember that regardless of how well known or prominent you are in your area - or how long you have lived or worked there - you still are the one making the presentation to a prospective client or customer about doig business with you.

A tagline or slogan won't help you get business in the early going. It won't even describe what you do or what you're good at. Instead, it will be more like an affirmation or a statement of how you want people to know you.

Just keep in mind that if your business skills and abilities are weak, the greatest tagline in the world won't carry the day. Conversely, if you are a known quantity, taglines may not even be necessary.

Go for the bottom line now - results for your clients and customers. There'll be time enough for taglines and slogans later.

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Steve Hoffacker, CAPS, CEAC, SHSS, aging in place specialist-instructor, blogger, and universal design consultant. © Steve Hoffacker. 

Comment balloon 8 commentsSteve Hoffacker • January 22 2008 09:37PM
"Forget The Tagline (For Now), Go For The Bottom Line"
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I am amazed by the number of people who think that one of the first requirements for business success - especially for sales - is a cute or catchy tagline. The truth is that many people have been successful in many types of businesses for years and… more