Know-How Exchange : Taglines/Names

Are you looking for USPs - Unique Selling Points - or a tag line? A USP is the internal statement stating why people would purchase your product/service versus the competitors' products/services. For your service, your USP might be: We offer a guarantee (if competitors do not) - two free events if you do not walk away with a friend from one of our events. You use the USP to develop marketing messages consistently so you can attract customers. ONE of the marketing messages you could develop using the USP is your tag line - and it MIGHT incorporate your USP (but not necessarily).

A tag line is a simple statement that quickly communicates your marketing message. It should be memorable. It should easily communicate what your customers are looking for and motivate them to look further - hook them in. Like Nike's: Just Do It. It communicates an attitude the target customers would like to have when they are doing their sport or leisure activity. "I don't need anything fancy. No nonsense. No thinking. Just do it!" This is probably reflective of Nike's brand personality too.

From what you have provided, "Quickly make friend with chemistry feeling or receive 2 free events," this is closer to a tag line than a USP. And, if this is supposed to be a tag line, then your assessment is correct: It's too long and not so good. If this is supposed to be a USP, then the length isn't important, since it's an internal statement. It should be as long as it takes to communicate your USP completely. You would hope to have more than one USP. To identify more, we'd have to know more about your service versus the competitors' services. One idea you may want to think about is making the guarantee unlimited - you find a friend or you keep coming until you do. Another might be background checking your clients. I would think it would be valuable that you would find a friend and someone has checked them out and they are "safe" and maybe even they have a good credit history, job, etc. These two things could be good USPs and reasons to choose your service versus the competitions' service.

For a better tag line, if that is what you mean, you may consider:

"A new friend, double guaranteed!"
"Guaranteed friendship without going in blind!" (One of your competitors is the "blind date.")
"Does your friend's cousin come with a guarantee?"
"A risk-free friend!"

I hope this helps.

Wayde

We Guarantee Sparks.
Meet Someone Special...Guaranteed.

Thank you very much!
Very helpful responses

Sorry for the confusion, I'm trying to create USP, a marketing message to push prospects to pay for the service

@Wayde, VERY GOOD ADVICE, THANK YOU!

my competitor and I are no different in services and benefits are similar, so I try to differentiate by offering 2 free events.

However, I LOVEEEEEEE your idea about offering unlimited guarantee, but I'm afraid that not-so-good-looking guys/girls and short guys will not be able to find their matches easily, in that case this guarantee will waste a lot of money from free drinks, we earn much less since these people take away several spots in the event, our profit will suffer when this number of people keep increasing.

Is there another way of unlimited guarantee? Or better guarantee you can think of?

@mmartinmiville, thank you for your ideas, I love this one "Chemistry guaranteed or you receive two fee events"

Thanks Phil and Jay

D

Some other benefits include

• No string attached event
• Relaxed environment
• Meet 15 people of opposite sex in 1 night, in a fun way, face to face, right away
• Overcome shyness to make friends
• Improve social skills
• Complete new fun and comfortable experience than chatting
• Save a lot of time, no need to keep emailing for weeks, talking on the phone for another week, scheduling a date, then find out he or she does not look like their pictures

Thanks for the quick response Wayde

You are right, I gotta use data to make the decision versus perception in this case

I'm seriously considering your idea