Know-How Exchange : Taglines/Names

Dear dollsi21,

Catchy is Not a Selling Strategy™

A tag line's job to telegraph some major benefit, or to communicate some element of appeal that the name alone might not.

"Catchy" in and of itself isn't enough because it offers nothing of value. Think about this for a second: for something to be catchy it's got to be worth catching.

This means that your desires, wants, or dreams for this line of text don't matter.

As the supplier of the end result, you, as the purveyor, are largely irrelevant, so all your preconceived notions about what you want? Get rid of them because although they might serve YOU, you're not the one buying: it's your CUSTOMER that's doing the buying.

This means attaching meaning to the things your buyers are looking for, NOT to the things you're offering.

As so often happens on this forum, you've supplied the tag line in your question, so consider the following:

belle-shop.com: decorative objects for beautiful homes

belle-shop.com: hangings, holders, bangles, lamps, and mirrors

Those feelings that your tag line has to be hip and with it? Ignore them because they're not doing you any good.

To be remembered, you must position your goods in such a way that they align with the strongest buying compulsions of your prospects and customers, which is what a great tag line does.

The tag line does NOT have to be great in terms of cleverness or in terms of being creative. It just needs to be great in terms of appeal.

Catchy is Not a Selling Strategy™. But significance? Significance works like magic.

I hope this helps. Good luck to you.

Gary Bloomer
Wilmington, DE, USA

Beautiful Things.
Live A Beautiful Life.
Live Beautifully.