Know-How Exchange : Taglines/Names

What is your thought with the man walking in the rain? Why did you choose this image for a mortgage broker? Answers to these will help people get going on this.

Here's a stab at a tagline:
With "Company X" there need not be rainy days.

Mike

You never can tell when it will rain....

Rainy days are best spent at home...

Although your post card is probably quite beautiful. I would rethink- for mortgage ad - to place a person walking in the rain with an umbrella. Regardless of the beauty of photo for those seeking refiancing etc - too depressing. Rain, walking -

Think sun, light, flowers - happy family - low to middle class income household - farmer walking through mature crop -

Company X - personal mortgage guidance for those rainy day.

Mortgages For Any Financial Climate

I agree with Kellie. I would rethink the image. Choose one that relates directly to what you're trying to sell (real estate), so that people seeing the postcard will know that it's about real estate, rather than umbrellas. You'll get a better response rate.

It may also help to begin with the end in mind...what is the copy saying? Then figure out the tag/headline and finally the image that pulls all that together. Food for thought.

Mortgages to help pull you through your rainy day

We can help you on your rainy day

We can help you weather through your rainy day

I do agree that you should maybe have the final product (postcard) conceptualized further before picking a picture but with the right tagline this picture could work

Wish it could rain money?

ABC Mortgage Brokers are the next best thing.

I agree with all the above, but recognise sometimes you are totally wedded to the idea and can't extricate yourself from it, so...

Make the umbrella house roof-shaped. Make the umbrella carrier happy, smiling.

The caption could be: "A home of your own. Because there's always going to be rainy days".

And if all else fails, go back to the tabula rasa and start over.

ChrisB

It's curious that the photo is driving the entire message. I agree with others who have recommended starting from scratch. What's the strategy behind the message? What promise do you want to make to potential customers regarding this mortgage broker?

Articulate this promise in straightforward language first. That's your key message. Then think of multiple ways to say it creatively. Think visually as well as verbally.

Unlike others, I don't think you need a happy, cheery photo--maybe a dismal image would be more arresting. If it supports your key message, then go for it.

Just make sure you understand what your key message is. It should be focused, simple and benefit-driven.