What's in a slogan?

I'm in Houston on a business trip with my best friend, who has come from Australia not only to see her Texan family but also to attend an industry conference and brainstorm with me about starting her own company. After many years of hard work in her field, she is now in the exciting few months before an official business launch. As part of the preparation, we've been discussing website copy and design, business cards, brochures, blogs, logos, and slogans. In short, we've been creating her brand.

Of course, as happens with friends, a couple of days ago our serious talk turned silly, and we began throwing out some of the tackiest slogans for her company we could think of. Then, as we caught our breath from laughing, she asked, "Do I really need a slogan? Aren't slogans kind of cheesy?"

Well, I said, it's like anything else in the business world: In the wrong hands, of course they're cheesy! Or, worse, misleading or even offensive. But the idea behind a slogan or tagline is to sum up what a company is and what it offers, as well as hint at its core values, concisely and creatively. Good slogans are rare, but when they happen, they can truly define a company for decades. Just look a few famous (and long-lasting!) slogans:

L'Oreal: Because you're worth it.

Nike: Just do it.

Travelocity: You will never roam alone.

Allstate: You're in good hands.

BMW: The ultimate driving machine.

Some of these slogans, like Travelocity's, are fairly recent. Others, like Wheaties, have been around for nearly a century! The point is: When slogans work, they really work. And plus, you should be able to define your company in a sentence.

Need help creating your slogan? Contact me at katie@legacyeditorialconsulting.com.

By the way, my best friend's slogan will be unveiled in October with the launch of her website. I'll link to it then!

Comments (0) 18.08.2009. 11:40

How to master the lost art of asking questions--and caring about the answers

All right; the caring part is not something I--or anyone else--can really help you with. You either care or you don't. However, keep in mind that if those you're questioning are clients or prospects, it pays for you to care about their answers. But I'm getting ahead of myself.

For some time now, we've been living in the Information Age. And not just that, but the I-prefer-to-be-contacted-via-email Age. The I'd-rather-Google-something-than-ask-an-expert-for-help Age. And the I'll-follow-you-on-Twitter-if-I-want-to-hear-what-you-have-to-say Age. The way we communicate today, the way we gather information about each other, is dramatically different than it was just a few years ago. There's an element of laziness to it.

Paradoxically, there's also fear. At a time when a vast majority of Americans use the Internet each day, and a majority of those have at least one online profile, page, or site displaying personal information, there's the unspoken idea that, if someone wants the world to know something, they'll post it. The rest is private. So the fear is that, by asking customers and prospects (even friends and acquaintances!) questions whose answers can't already be found online, we'll invade their privacy. Heck, we may as well climb into bed with them at night! But that's just not true.

While there's a lot we can learn about our customers from research, marketing, and social networking, there's more to learn by simply asking questions. Genuine questions about their goals, obstacles they've overcome, their interests, likes and dislikes, their influences (very important), and the list goes on. The answers to these questions could help you create a more customized product or service, one that they're likely to invest in even in a down economy. More importantly, by allowing your customers to share with you what they want, need, and even fear, you're building a relationship. From there, loyalty can only follow.

Comments (0) 28.07.2009. 17:09

The do's and don'ts of business Twitter

I recently spoke with a client of mine (then later my husband) about Twitter. "What's the point?" they both asked. "Isn't it...a kid thing?"

The answer is yes and no. In kid hands, it's a kid thing. In business hands, it's an uncommonly useful marketing tool. Interested in exploiting Twitter to get the word out about your business? Check out these Do's and Don'ts before you Tweet:

Don't Tweet mundane or uncomfortably intimate activities. Unless you're a chef, no one cares what you ate for lunch, and while your family will be glad to know your colonoscopy wasn't as painful as you feared, the rest of the world can probably be spared this information.

Do think of Twitter as a mini-press release service. Post about product launches, new openings, discounts and deals, and company and employee news.

Don't include "in" jokes that only close friends and family will recognize. It just makes everybody else feel "out."

Do add your unique perspective to current events. Think of it as a mini-blog. But...

Don't go on diatribes. No matter how informed or intelligent your views on politics and religion are, any place where prospective clients can be found is not an appropriate outlet for your frustration.

Do establish yourself as an expert in your industry by chiming in on industry news or conversation and linking to your blog. But...

Don't forget to acknowledge other experts. Link to other people's blogs and articles that offer new or interesting perspectives on old problems.

Do be personal. But use a reasonable ratio. For example, 5 business/marketing posts to 2 personal posts strikes a nice balance. And revealing info like "Standing ovation at my daughter's dance recital!" makes clients and prospects feel they know something real about you--which just might give you an edge over your competition.

And isn't that what this Twitter thing is all about?

Comments (1) 21.07.2009. 14:00