Know-How Exchange : Taglines/Names

Do you focus on corporate clients (letterhead, marketing brochures etc.), or consumers (cards, invitations, stationery)?

It might be a good idea to talk with the decision-makers at your customers' companies and at a few of your competitors' customers.

Don't try to convince them you're good. Just ask them what they look for in a paper supplier, how they make decisions on paper suppliers, who they would consider a really good supplier (of anything) and what makes them so good, etc. Get them talking about their mindset when it comes to selecting suppliers.

After you've spoken with 8-10 different individuals, go back and look at your notes from the interviews and see if you can identify some common threads. Those will become the building blocks for your tagline.

YOU may think you're friendly and offer great service, but what YOU think doesn't count. It's all about (a) what THEY think, and (b) how THEY make these kinds of decisions. For example, friendliness or service may not be that important to them. And if they are, they may not see you as being any better than anyone else.

You'd be well advised to make sure you're addressing an issue that's really important to your target audience.

We make paper. Plain and Simple. For You.

Listen to what mgoodman says. Don't just pick a clever slogan because you like the sound of it. Find out what matters to your clients, how they perceive your company, and what goes into their decision to purchase from you. That could be the start of more good marketing than just a slogan. Do a few good structured conversations with representative clients, leaving room for their open-ended comments. You might feel like you don't have time, but the fact is that it doesn't take a huge amount of time, and without doing it, you'll be investing money on advertising and materials that may not benefit the company at all. Good luck.
Marge

The tagline I suggest are:

1. Where YOU matter

2. Quality deserves YOU

3. By YOUR Choice not chance