Thanks to a major fall, I disappeared from Earth for a few months and looked at companies with fresh eyes - like new prospects do. Here are some things I learned:
GEICO - 15 minutes can save you 15% or more (GEICO can save you money)
Papa John’s - Better ingredients. Better Pizza (Papa John pizza’s taste better)
Serv-Pro - Like it never happened (They do great work - and they hired me to keynote their big company conference.)
But smaller companies have nothing. Take for instance, LocalVox, a software firm In NYC, that I know well. What benefit would I get from working with them? With no tagline, a salesperson has to explain it to me. That requires me - the buyer - to have a great deal of patience.
Tons of smaller companies lack taglines. This marketing expert considers this a big mistake.
Here is what I recommend you do:
- Sit down with your leadership team and think why customers buy from you.
- Find a concise, effective statement.
- Use it everywhere - on business cards, answering the phone, on signage, etc.
What do you think? Love to read your comments.