Know-How Exchange : Taglines/Names

Dear Janaohanlon,

You don't really need a catchphrase (or, more accurately a tag line).

People won't necessarily be buying your tag line, they'll be buying your skills and abilities, and they'll be buying the benefits you offer.

Why not just take your name (or parts of it) and play around with the letters? Here are a few examples:

Nolnah Hot Yoga
Hot Yoga by Nolnaho
Aohan (pronounced A. O. Han)
Jana's Hot Yoga Studio
The Yoga Place
The Yoga Palace
Yoga with Jana

And so on. All pretty unique. And all with connections to you.

The strategy here is to keep things simple.

You market the studio through the benefits of health, well-being, lower blood pressure, better balance and overall outlook (mental and physical), and by offering classes for all ages and abilities.

Make it fun. Make it easy. Make it about results, benefits, and values. Offer free towels, free fresh fruit, free filtered water, and discounts on bulk packages. Offer payment over time and gift certificates. Offer free classes for people who refer a friend who then becomes a paying client.

Offer a modestly priced, cheaply printed but nicely designed book, e-book, or video course.

Use themes in your marketing and change those themes on a regular basis: Thanksgiving Yoga; Yoga that's Not Scary (for Halloween); The Luck of the Irish yoga for St. Patrick's Day.

And so on.

I can pretty much guarantee that no other yoga studio in your area is doing any marketing like this, which means your marketing will then stand out, AND it will connect with the events at that time and the conversations going on in the press and in people's heads.

All of which will make you stand out.

Try it. Have fun with it.

Be bold, daring, and dashing. If your marketing looks like the marketing of every other hot yoga studio , your studio will look like every other yoga studio.

Make the benefits of belonging to your studio worth far more than the price paid and you'll never have an empty studio.

Use musical themes: Saturday Night Fever yoga. Dancing Queen yoga.

And so on.

By being different you'll stand out.

And when you stand out, people will talk and your marketing dollars
will work all that much harder on your behalf.

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA

Melting (Stress) Yoga
Caliente Yoga
Sizzle! Yoga