Know-How Exchange : Taglines/Names

Are you saying your services are free for credit union members? So your challenge is just to communicate why credit union members need a financial plan?

Explain what you're trying to achieve here. Good tag lines communicate why I should do business with you, and I can't tell why from what you've told us so far.

Maintain and Grow Your Wealth
New Wealth Management
Customized Wealth Strategies

A wealth of financial experience
Get more than stock answers to your financial questions.
Sophisticated options for your options package.

Investing in Your Future.

Let’s Talk Money

Financing Your Future

Taking Care of Business

Solid partners, financial solutions.

Growth. Security. Success.

or even as simple as:

A Solid Partner for Your Financial Needs

Result Oriented. Service Guaranteed.

I going to be real honest with you in my NY way. I know not any other way.

1) I know lots of people with your credentials plus a bunch more. Just the fact that you have them, is important to you, but what's important to the client? Ya, they want to make sure you can do what you do legally, but more than that is that you're going to do your best to learn all about them and their "family" etc., and help them make wise financial choices, based on where they want to go in life and on their "whole" selves.

2) I've worked at brokerage companies -- ya, including ML -- as an executive and trader. I can tell you that every company has a niche. Every company has values and vision that is different from the next. Some are known for their work with institutions, some with retail. Most have 1 ideal client; and they attract others too. But they primarily market to one.

I'm not sure why anyone would drive themselves nuts trying to get an audiance to hire you who doesn't want to do so. An audiance who doesn't' see the value of a CU. That to me is counter productive to any marketing process I'm aware of.

Credit Unions serve as great purpose in this country. I know blue color, government, non-profit folks who will ONLY use a CU. Even if they have to drive to great lengths to get to one. Those are clients with loyalty to what a CU stands for.

Within your CU client base there are plenty of affluent clients. They've been investing in their retirement plans to the max. They've changed jobs and have roll-overs to consider. Many save every penny imaginable and have a nice nest egg. These folks would actually be turned off being called affluent. And they would want to work with someone who understands them, and what they stand for -- inside and out.

They know others, maybe even family, outside their positions who could also become clients-by-referral --- when the time is right.

And within the CU are people waiting for folks like you to help them become so.


Go with the strengths and values of what CUs stand for.

The most important thing is what makes you personally unique and so the right person for these people. That will be your service, reputation and experience - everything else can be copied. Communicating these in a strapline is extremely hard as the strapline can't convey who you are since it can be applied to anyone else too.

For example, Merrill Lynch is an awful name for a business (merrilly lynching you to get your money) and says nothing about finance. But it does the business because they've done the business in the past and built their reputation and the name is unique enough that you don't mistake them for anyone else. Using personal names means it's their reputation on the line and gives them uniqueness against competitors.

If I was you, I'd be thinking about an image or branding as much as a strapline.

But still

Wise heads for wise money
(Money) United experience for security and growth
Independent experienced financial advice
A la carte financial planning (or cordon bleu)
Broadbase financial planning
Longtooth
The stockade - option and grants planning