Know-How Exchange : Taglines/Names

My advice: Scrap the "catchy" and figure out what you really want your name to communicate. A good place to start is with a clear and important benefit for your target audience. The more specific it is, the better. And while you are at it, it's a good idea to define a really specific target audience -- residential or commercial, large residence or medium/small, cars or boats or other, etc.? Where? Want to mention the location? Etc.

Dear Dianne,

Here's my simple, off-the-shelf, one size fits all answer to questions that ask for a catchy name:

Catchy is Not a Selling Strategy™

Know why? Because it's the truth.

Marketing that tells the truth gets people's attention.

Tell people who you are. Tell people what you do. Tell them what to do in order to take advantage of your stellar service. Then shut up.

When we communicate without fluff, without catchiness, our messages make our benefits stand out and THAT'S what people buy: benefits.

So, try this:

Dianne's Quality Cleaning: Quality Cleaning Done Right, First Time, Every Time, Guaranteed.

As a value proposition, and in terms of clearly telegraphing who you are and what your primary benefits are, this kind of statement cannot be faulted.

Think back to the original Fed Ex line: "When it absolutely, positively has to be there overnight"

Faultless.

Dianne, make your message as clear and as doubt free as possible because no one's buying "catchy". Really, they're not.

It's not what people are looking for.

I hope this helps.

Gary Bloomer
Wilmington, DE, USA

Dirty No More
Dusty No More
Long Arm Of Cleaning
A Clean Workplace

Will this be a dry cleaning business, or janitorial?