Question

Topic: Taglines/Names

Catchy Tagline For Mortgage Co Expanding

Posted by Anonymous on 3/9/2010 at 9:20 AM ET 250 Points
My name is Roberto Pineyro. I am the Principal of Pineyro Capital Partners. We have been in business for 13+ years locally. However, now we have teamed up with a large lender allowing us to lend in 15+ states in the US. I want a catchy tagline in order to become a household name one client at a time. We lend Private Money as well as all the government loans that are out there now. Our market in homeowners, possible homeowners, realtors, CPA's, Lawyers, etc... Thank you in advance to all.
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RESPONSES

  • Posted on 3/9/2010 at 1:17 PM Accepted
    When you try to reach too broad an audience, your message begins to sound too "generic," and it won't be very compelling to anyone.

    You need to narrow your focus and shoot for a 100% share of a small market rather than a .00001% share of a huge one. (It will cost less to reach a small audience, too.)

    If you're successful with one small niche, you can always expand to other niches using the same general strategy.
  • Posted by Gary Bloomer on 3/12/2010 at 10:41 AM Accepted
    Dear Robert,

    I don't care what you're selling, Catchy is Not a Selling Strategy™.

    Your customers? They don't give a crap about "catchy", they want to know what you can do for them. They want significance in the form of your ability to contribute meaningful solutions to their lives, issues, pain points, and problems.

    As for your your audience, offer different products and services to different people: homeowners, possible homeowners, and realtors are NOT going to be looking for the same loan products as CPAs
    and lawyers.

    This means having a different message for each section for your market. The big questions you need to answer are: "What business are you in?", and "What business do your clients think you're in?"

    The answers to these questions are NOT the same, and what YOU think you're selling will be different to the things your clients want to buy. Figure this out and then consider names. But don't do it the other way around.

    I hope this helps.

    Gary Bloomer
    Wilmington, DE, USA



  • Posted on 3/15/2010 at 1:28 PM Accepted
    A loan for you
  • Posted by rjohnni on 3/17/2010 at 10:10 AM Accepted


    Pineyro Capital Partners: Personal Loans. National Presence

    Pineyro Capital Partners: National Player for Personal Loans

    ThnQ,

    RJ
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