Know-How Exchange : Taglines/Names

Have you actually interviewed individuals in your target audience? "The Christian market" is pretty broad, and to have a tagline that will appeal to that broad a market is all but impossible. Let's zero in on the individual humans who will benefit from your services. Who are they? Where do they live? What important need of theirs do you address? Why should they hire you? What's in it for them?

It will also be important for us to know the name of the organization, so we (a) don't repeat any words in the name, and/or (b) expand on the benefit your target audience might expect when dealing with you.

Yes I have. the company is Church HR and purchasers will be the Head Office administrative head, typically male over 45 and a trained minister of religion with no HR expertise but all of the responsibility. They are seeking a one stop solution to the growing complexity of UK employment legislation and help in managing employee conflict (growing numbers of Tribunal cases are a national feature across all sectors) which they are unskilled at managing. Hiring me gives them reassurance (peace of mind/less admin work) that they are legally compliant and fair in their people practices and as I do the "ugly" bits for them it relieves them from the stress of role conflict (nurturing minister or firm line manager)

Hiring me makes their life easier and reassures them that the church is exemplary/ "doing it right" they are very protective of the church''s image and want exemplary behaviour/policies wihtout losing sight of their uniqueness. I, in particular fit into their language and organisational culture and understand the constructs that are important to them (which strengthens their confidence and makes products ready to use and recognises their spiritual mission)

Thanks for all your help, you really helped to spark our thinking and make our offering clearer.

We've now launched with a better understanding of our appeal!

Thanks
Annette