Question

Topic: Taglines/Names

Need A Good Tag Line

Posted by Anonymous on 2/26/2010 at 9:57 AM ET 250 Points
We manfacture solvent recyclers sold to hospitals and industry. We are redoing our website and need a new tag line. Im tired of the overuse of recycle and reuse, save the environment - etc. We want to segment ourselves as different than our competiton - most others are selling equipment manufactured overseas. We are a US company - manufacturing and service are all from here 24/7. We offer more hands on consultation ( engineers and chemists) and service than most competitons. We are a world leader, and its ALL we do. Would love our tag line to stand out as to how we are DIFFERENT. Any ideas?
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RESPONSES

  • Posted on 2/26/2010 at 10:33 AM Accepted
    If you really want to stand out, forget all the features and drill down to the most important benefit you provide, as perceived by your target customers.

    24/7 service isn't a benefit. Nobody would buy a product if they expected it to need service 24/7. They'd get one that's more reliable than that.

    Similarly the fact that you need more engineers and chemists to solve a problem doesn't sound like much of a benefit. It suggests your people are not as good (so you need more of them) or it suggests that the cost of all these people is somehow bundled into what you're going to charge me.

    And a "world leader" doesn't much matter to me if they can't solve MY problem.

    So get beyond all these features and puffery, and get down to the real positioning benefit -- the key reason your customers buy from you and not from someone else. That's what your tagline needs to address.

    If you need help identifying that key benefit, let me know. That would be a juicy (and potentially very valuable) project ... and we've proven we know how to do that.
  • Posted by Jay Hamilton-Roth on 2/27/2010 at 1:54 PM Accepted
    Hospital Trusted. Industry Approved.
  • Posted by rjohnni on 3/5/2010 at 8:27 AM Accepted
    State the obvious. And let the patriotic spirit rise:


    XYZ - American Pioneer. World Leader.


    Every other support falls in place when you are a world leader in an industrial category.


    ThnQ,

    RJ

  • Posted by jsurveya on 3/10/2010 at 9:13 PM Accepted
    https://www.agoodmanonline.com/pdf/free_range_2008_10.pdf
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