Question

Topic: Copywriting

Please Help: Support Brochure Catchy Headline.

Posted by kimberleypetty on 4/30/2014 at 7:26 PM ET 125 Points
I am a recently graduated marketing officer at a developing IT consulting company. We implement and customise Microsoft SharePoint. We have dozens of direct competitors.

Something that differentiates us from our competitors is the fact that we offer long term support. Most SharePoint developing companies go implement it, create what they want then pack up and leave. We offer support options that include end user help desk, virtual administrator and remote developer so they don't have to call in new consultants for a small coding change.

Having created a marketing brochure focusing on these support services, I'm struggling with the tagline for the front page.

The focus and important strategy drive for the brochure is the fact that we stick around after everyone else doesn't.

The people we're targeting the brochure to are potential/current clients who have SharePoint. Both clients who we have done the development work for, or our competitors clients we're providing just the support for. As well as people we want to win work for with the support being the deciding factor.

The front page has the logo and our name "Australian SharePoint Professionals" as well as "SharePoint Support Services", plus a professional photo of a consultant at a computer on the phone.

I'm looking for a short(ish) tag line to make people want to read more.

I want to highlight the ideas of:
-CONFIDENCE (as peace of mind etc is what support maintenance actually gives you)
-EASY (that it's all out of sight, out of mind. They have someone to call)
-LONG TERM (not just gonna do the job and leave)
-WE/US/ASPP (want to highlight we're the people who do it, not just support in general is great to have, but that they have to get it from us)

So far I've juggled with lines such as below, but none seem right. None are catchy enough/still professional:

-Giving you confidence in your SharePoint environment now and in the future
-Long term confidence when you need it the most
-We extend your confidence for the long run
-Only ASPP can provide the confidence your system needs
-We'll continue to provide confidence long after the developers go home
-Maintain easy confidence
-Creating continued confidence

I'm happy to answer any more questions, but I've been around the wording so many times it's sounding like gibberish to me. I have the strategy, and focuses differentiation. Rest of the brochure is good to go. Desperately need a new pair of eyes, and all my colleagues are technical IT guys.

Any thoughts?

Also, not sure how the intellectual property of these work. If someone comes up with a great slogan, am I allowed to use it?
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RESPONSES

  • Posted by Gary Bloomer on 4/30/2014 at 7:43 PM Member
    Opt for relevance, not "catchiness".
  • Posted by kimberleypetty on 4/30/2014 at 7:48 PM Author
    Hi Gary

    I know what you mean. Every time I present a version to my director for approval he keeps saying "sounds so boring. If I was someone deciding on a consulting/development company I'd through it in the bin!... Make me WANT to read more".... He's a hard man to please.
    Oddly enough his suggestion was "When SharePoint's not working the way you want it to. We're here to help". But we both agreed it doesn't encapsulate the right message. It's more about maintenance than problem fixing, though we do both.

    Do you think any of my examples from the first question were relevant enough?
  • Posted by saul.dobney on 5/1/2014 at 4:42 AM Accepted
    'Confidence' isn't working for me and personally wouldn't translate as the same as 'peace of mind'.

    Supporting Sharepoint for the long term

    System care for long-term peace of mind

    Sharepoint services you can depend on
  • Posted by Gary Bloomer on 5/1/2014 at 7:05 AM Member
    Your boss is NOT someone looking for consulting services, though, is he? Whether he's the boss or not, what he thinks is irrelevant because he is NOT the customer.

    LINE: "When you Need SharePoint To Do What You Want It To Do, Call XYZ company"
  • Posted by Mike Steffes on 5/1/2014 at 8:19 AM Accepted
    "We're here to help long after everyone else has gone home."
  • Posted by Jay Hamilton-Roth on 5/1/2014 at 3:46 PM Accepted
    Here Today...And Whenever You Need Us
    Your Long-Term Sharepoint Partner
  • Posted by kimberleypetty on 5/1/2014 at 9:19 PM Author
    Hi everyone.

    Wow thanks. Great to get different perspectives.

    Although, I just want to clarify that we don't offer the support services to everyone. They have to sign up and pre-purchase a support contract. So unfortunately not everyone can just pick up the phone and call us for help. I don't know if that's kind of superfluous information. Of course they have to buy it first, but maybe one or two of the suggestions might make it seem like "ok great. once something goes wrong. then I'll call them." Not making sure they have it in place first. If that at all makes sense.

    Also I want to highlight less so the help desk, and more so the remote developer and virtual administrator as well. Don't want to make it seem it's all about issue resolution, but also include maintenance.

    I really like the last one. @Jay Hamilton-Roth. "your long-term SharePoint partner". It's very simple. but still implies that we take care of them, also encompasses the different situations of either following on from work we've done for them, or for cleaning up the competitors mess.

    Maybe even "have confidence in.. Your long-term SharePoint partners" with the first 3 words smaller on top. Just to include 'confidence' as it's mentioned quite a bit complementing the theme throughout.

    I know what you mean about 'confidence' @saul.dobney , although it is clearly explained inside the brochure.

    Thanks so much everyone! you've all been a big help!

    ...and Gary, even though his opinion may be irrelevant. He's the one that has to approve the brochure. Unfortunately just the way it works. :)
  • Posted by tcgren on 5/2/2014 at 11:12 AM Accepted
    A Lifetime Relationship
    Support Relationship for Life
  • Posted by tcgren on 5/2/2014 at 11:13 AM Member
    sorry, just one more:

    Your SharePoint Partner For Life
  • Posted by kimberleypetty on 5/4/2014 at 6:59 PM Author
    Hi everyone,

    Thanks for your help. We've decided to take the tag line out of it. was getting too complicated, and nothing fit perfectly. The 'sharepoint partners for life' we realised was more like a tag line for a whole branding exercise, which we're not going. not just the support brochure.

    So we've changed things around a bit. Thanks everyone for you're contributions. :)
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