Know-How Exchange : Taglines/Names

Hi Phil,

I am sure you are right about the "catchy" phrase. Sorry about that. The name of the business is Prince Construction & Consulting LLC. He specializes in residential and commercial roofing. He provides estimates for clients that have had storm damage as well. Most of these clients are commercial property owners of apartment complexes.

He has been in the roofing business for over 30 years in several states. Just set up business here in Texas. The eagle in flight logo has always been his logo over the years so he decided to stay with that.

Please let me know if you need any further information. Thanks for your help!

Dear harkinslauderdale,

I seem to write the same post over and over again for these kinds of questions: Catchy is not a selling strategy. Nor is edgy, hip, trendy, cool, with it, retro or any other variation there of.

Avoid these terms at all costs. Concentrate on results.

A catchy roofing phrase might be:

"We're Roofingly Awesome And Our Dog Barks: Roof! Roof!"

So what? Who cares? It means nothing.

There's nothing more clever than a simple but powerful positioning statement that tells people what you do and who you do it for:

Harkins Roofing Solutions: Weatherproof Roofs Done Right, First Time, Every Time".

Simple, to the point, no nonsense. No BS.

Thirty years ago, before cell phones, faxes, and desktop computers, my Dad ran his own construction business in the UK. He never advertised, didn't have a business card, and for fifteen years didn't even have a telephone!

But he was never out of work. Know why? Because his focus was always—ALWAYS—on the customer and his or her needs and desired results.

You want to stand out? Grasp this simple message: what YOU want isn't what's important. It's what your clients and customers are looking for that matters. This is a really simple premise but it's incredibly powerful.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

Hi Gary,

Thanks for the feedback. I thought I knew something about marketing but I guess I have a lot to learn after all. I had that feeling so that's why I was thrilled to see this website to tap into marketing brains such as yourself.

I posted more information just now concerning the company and what he does. Hopefully that will help in coming up with a tag line.

The owner does quality work and stands behind what he does. If he promises something the customer always gets at least what has been agreed on if not more. He will take on any size job with the same degree of focus and quality. In this business you have to have that kind of integrity.

Hope this additional information helps.

Thanks again!

Dear harkinslauderdale.

So, this bloke does quality work and stands behind what he does?

There's a novelty. And no, I'm not kidding. It's a rare, rare thing.

Why? Because in today's marketplace of bullshit, lies, a quick buck, and "don't let the door slap you in the ass" thinking, offering quality work that the OWNER of the company stands behind (with
a written guarantee, I hope) is a rare, valuable, honourable and POWERFUL positioning statement.

In fact, THIS is about as powerful a positioning statement as it's possible to produce, and it's something that goes ABOVE mere satisfaction. It's something that generates word of mouth recommendation, which in turn creates something really valuable: loyalty.

Good for him. He deserves a bleeding medal. A big one.

If, as you say, this bloke promises something the customer always gets at least what has been agreed on if not more, he's onto a winner.

You're solidly right when you talk about this bloke taking on any size job with the same degree of focus and quality, and that in this business (construction) you have to have that kind of integrity.

A-MEN! And you know what? THIS kind of approach to marketing, to offering the client a solid promise (because that's what marketing and branding is all about) beats the living daylights out of all the flimflam and whiz bang flash of anything "catchy".

This is the kind of thinking and the kind or marketing that really works. Why? Because in the heads of potential clients it leads to people thinking simply, plainly, calmly, and truthfully "This is the bloke I want working on my roof. As far as I'm concerned, all the other contractors can bugger off!"

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA

Thank you Paula! That was just what we were looking for. I really appreciate your help. The owner of the company is extremely happy and grateful for your input.

My pleasure! :-)