May 11, 2010
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Have you ever noticed that it can be easier to write a 6,000-word treatise than to come up with six perfect words, like, say, “You’re in good hands with Allstate®”? Sometimes less is more — more frustrating, that is. How do you say a lot with a little in corporate taglines?
Remember the constants
Begin with these communication constants:
Know your audience — Define your niches as precisely as possible and be fluent in their language. Are you speaking to corporate executives (formal elegance), energetic entrepreneurs (hip and snappy) or the recently widowed (warm and direct)?
Know yourself — Do you offer comprehensive wealth management (knowledgeable oversight), specialized services (targeted expertise) or the investment basics (friendly ease)?
Maintain a consistent message — If you’re trying to reach multiple audiences, you may need distinct marketing campaigns for each. But within each audience, try to maintain a unified voice and message.
For a great example, visit these two websites: Wine by Joe and Jovino. Each site presents a very different message, with taglines such as "Really Good Wine" at Wine By Joe, versus "Fine Oregon Wines" at Jovino. Yet, both Joe and Jovino are the brainchild of one parent, Joe Dobbes of Dobbes Family Estate. (For the record, Wine By Joe really is really good!)
Storm up your brain
Jot down words and play with them, preferably in a group setting. Write down any crazy idea that comes to mind, no matter how much it may make you want to hold your nose. Sometimes the real stinkers serve as fertilizer for beautiful offshoots. Use these categories:
Words for your niche — If your firm serves optometrists and ophthalmologists, you might jot down words like vision, eye, foresight, focus, etc.
Words for your location — If your practice is in a desirable neighborhood, consider incorporating that name. If you’re on the shores of a lake … well, you get the idea.
Words for your services — Collect words that describe what you're offering, such as wealth, financial, investing, retirement planning, executive compensation, etc.
Words for your values — Caring, reliable, exclusive, friendly, educated, expert, etc.
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