Know-How Exchange : Advertising/PR

Rather than try to jam everything into a tagline, why not make the tagline more generic ("Fun For Everyone") and then have your campaign highlight the specifics (using check marks or bullet points)?

"Everything Plus" says you are not focused. When you try to be all things to all people, you are seen as being mediocre (or worse) at everything.

If you believe the general-store approach is a good one, craft a tagline that focuses on the BENEFIT for an individual in your target audience. Example: "Heaven for Kids With a Passion"

What is the name of the camp? Where is your primary target audience?

Here's a start-

"All your Summer to do list... plus undiscovered favorites"

Heeey yehoshuagold,


you've been offered some Great Advice…the kinda advice that made me remember when I was my very first client in the Security Protection Industry.

We had over a hundred and nineteen different kind of motion detectors you could use in our catalog. I watched as our Sales force struggled trying to walk our customer through our catalog.

It was a disaster…with a capital "D"…all because they failed to appreciate the old saying…

"A confused mind doesn't buy"

Well…I didn't know it either back then…but what I did know from my teenage years of working at McDonald's (on the cash register) is that we never tried to sell the customer everything…because it just wouldn't work.

The first words they taught us when we got on the cash register was...

"How may I help you"

Those were some very powerful words for a 17 year old to learn.

But they were the same words that helped me know exactly which motion detector I needed to show my customer…because my customer wasn't concerned about how many motion detectors we sold…they were more concerned with the peace of mind they were seeking.

Because truly…every customer just wants the "Emotional Feelings" that remind them that they are the most Appreciated Customer of them all…not how many motion detectors we sold as a company.

If you were my client…I'd share with you that every parent who sends their child off to summer camp…just wants to know their children are safe and having fun.

If you speak to this…they could careless "How Many"…unless your customers just so happen to all be accountants…(and I say this not out of disrespect to accountants…because I have a degree in accounting myself).

But this is how I would approach it (below)…more from an Emotional angle rather than an angle where we are trying to get the customer to be impressed by "How Much" we offer.

"Imagine When You're At Work…This Summer They'll Be Discovering Lot's of Fun And Laughter"

Tagline: "Don't Miss This Summer's Fun At Camp"


And please don't take my advice…prove it…test it…to see if it works. The best businesses…the best marketers and my most successful clients always test what they're doing.

They say there's is nothing worst than having one idea…especially when it's the Only One you have.

If you test it…you'll eventually have more than one.

Henry Ford used to take his potential employees out to eat…and he did it because he really wanted to know one thing…

"Will they taste it before they put salt on their food? or will they just put salt on their food assuming that they don't need to test it before they taste it?"

He appreciated that the world is made up of two kinds of people…the one's who test before they assume…and the one's who only assume but never test.

Wishing you the best and KEEP SMILING!!!

Your Servant,

Lovingly Deremiah *CPE, (Customer Passion Expert)




PS
Another great little exercise that I require my clients to use is "The Six Why's".

What's that about?

It's the fastest way to get to the "Heart & Soul" of Why you're doing what you're doing…and whether you truly understand what that is.

Since 87% of businesses fail in the first five years it could reflect on the fact that most don't really understand the "Heart & Soul" of their business.

By asking "Why" we gain more Clarity on Why we are doing what we are doing…

So to your problem we'd need to ask:

"Why" does "Everything Plus" matter to our Customer? (Put your answer here).

and then to your answer ask…

and "Why" is that Important?

Do it four more times for each answer and you will have thought through what really matters about "Everything Plus".

Hi Yehoshua,

Please change your tagline immediately.

The single biggest killer of interest in any marketing message is being non-specific.

You are not offering "everything", or "everything plus", you are offering a very specific experience. If you try to be general in your message people will find it unappealing.

14 years of running an advertising agency, competing with the industries top advertisers, has taught me that generalized messages perform poorly, and specific messages rule.

I didn't think you could get any less specific than saying "everything", but I have to hand it to you, saying "everything plus" tops "everything", in it's non-specificity. Touché.

Try to be specific in your marketing messages.

Which is more appealing?

Everything plus

Or

17 Sports events, 4 Drama & Acting classes, 9 Arts & Crafts, 3 Canoe Trips, 101 campfire stories, 3 Lifelong Friendships, and that's just the 1st day. Experience The Ultimate Summer Camp Bucket List.


One is boring, the other is exciting. Can you feel the difference?