Question

Topic: Taglines/Names

Massage Therapy Business Needs Slogan

Posted by Anonymous on 2/1/2009 at 11:03 AM ET 250 Points
Hi All,
I have just re-started a business since moving from London to Scotland. The business name is ProActive Massage Therapies and I practice remedial, sports and aromatherapy massage. I believe in treating people holistically which basically means looking at the whole picture rather than simply where the symptoms present themselves. ProActive is very apt as I like to educate people about good health, having a positive attitude to life and posture improvement. I am soon to be adding Reflexology and Indian Head Massage to my portfolio along with seated massage which means I can go in to the corporate fields of treating employees at work, so a tall order but I need it to encompass all the current ways and the way I am heading so that I can include it on all my marketing literature and website. I really appreciate any comments and help with this. Thank you in advance x
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RESPONSES

  • Posted on 2/1/2009 at 11:51 AM Accepted
    I would be concerned that a short slogan could limit you. You might be better off with professionally written copy that could utilize different headlines (and sub-heads) for each target audience.

    Your name already communicates the ProActive nature of your approach without getting into New Age or other techniques that could be offputting to a particular audience.

    What would you expect a slogan to do for you? Why did you start your request by referring to a slogan? Is it that you're having trouble yourself expressing your key customer benefit in terms that are most relevant for a too-broad target audience? If so, that should tell you something about the need to focus on a narrow slice of the audience, then expand as you see what works and what doesn't.
  • Posted by Jay Hamilton-Roth on 2/2/2009 at 8:42 AM Accepted
    The services you offer don't really matter. Your tagline/slogan focused on a benefit you offer your target market.

    Here are a couple of ideas to play with:
    * Wellness Is More Than A List Of Symptoms
    * Improve Your Productivity and Quality of Life
  • Posted by m.jaycock on 2/3/2009 at 7:41 AM Accepted
    mgoodman makes a very compelling point and I would totally support those insights.
    You have many specific intents in the background that you provided and it may be that your "brand promise" can provide the framework you are looking for.
    Through a clear understanding of your brand personality and brand positioning (why you are believably better than other options in your category) you develop a brand promise that clearly states what your focus is and how that answers the need of your customer (s).
    A brand promise can be a short statement that captures the essence of who you are and, in all likelihood, will be more understandable and compelling than a simple "tag line".
    It would appear that your business intent deserves to be expressed in a more fulsome manner than a tag line. You are drawing from a range of disciplines in order to serve the good health, good inner-self of your customers ... the payoff being that clients are able to live, work and play with a heightened & improved physical and emotional well being.
    Your brand promise speaks to the common desire of all customer segments. The individual (vertical) segments can be addressed in specific copy.
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