Question

Topic: Taglines/Names

Tagline For The Document Spa? (corporate Editing)

Posted by Anonymous on 3/13/2010 at 10:39 PM ET 250 Points
I am interested in conveying several ideas:
1) Organizations and companies may lose business if their copy is sloppy (oooh, I like that rhyme . . .) Another way I thought about saying this is that image is important for current & future business, and common (silly) errors are easy to fix & help bolster image (when fixed) or weigh it down when left alone.

I'd like to use the concept of "transforming" one's paperwork (image) at a "Day Spa" for papers, and my pricing would be tied to "spa-type packages."

I have only one, not-so-great idea:

Exfoliate Your Image

I've gathered up a few words along these lines: Rescue, Buff, Remedy . . .

But I also want to indicate that this transformation can be as gratifying as a whole head of highlights (figuratively speaking, men: think "scalp massage"), and so I like the "miracle" idea as well . . .

But I need some unity. And I have these ideas competing for brain-space as well:

Wisdom Sold Here
Clever for Hire

We Sweat the Small Stuff So You Don't Have To
We Worry About Mistakes So You Don't Have To
So They Don't Snicker Behind Your Back (yes, I realize this is grammatically iffy).

I will also include some details that may or may not help: I have a PhD in American History and have been teaching at the university level, but lately I have been writing (and editing) engineering and grant documents and plans. I like "vintage" images of secretaries, old typewriter adverts, and (*ahem*) even pin-up girl images, but, sadly, I cannot force that to fit with my "spa" theme . . . yet.

So, first: Is "The Document Spa" descriptive enough? (or would it be with a very sharp tag line?)

Next, what's my tag line?

And if you like the spa idea, do you have any associated ideas that would help unify my marketing initiative? (here I'm thinking about logo images, give-aways, business card formats).

I have enjoyed reading archived answers, and hope someone enjoys lending some creative juices to my half-congealed ideas.

Truly,

Karen
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RESPONSES

  • Posted by thecynicalmarketer on 3/14/2010 at 12:09 AM Accepted
    Sorry, while I think it is both creative and cute, I don't like the spa concept. I think you will immediately lose half your audience, the half (perhaps more) that is male. Most of us men think of spas as being indulgent, somewhat frivolous, and not something that is business related.

    The problem you are solving is helping your clients demonstrate excellence and professionalism in their written communications and documents. I see little correlation to scalp massages, exfoliation, or pedicures.

    I think more appropriate analogies relate to dressing for success or putting one's best foot forward.

    What you are doing is copywriting and proof reading. If you obscure that message by trying too hard to be cute, you will obscure your message and lose many of your potential future customer base.

    If you feel you must go with the spa approach, switch to the other side of the fitness center and talk about strengthening their copy and getting their prose into great shape.

    I always advocate clear and simple communications. Tell people what you do, what makes you better at it than other potential service providers, and give them an easy way to conduct business with you.

    Best of Luck, JohnnyB.
    The TCM Blog, https://bit.ly/75KkSG
    https://twitter.com/tcmblog
  • Posted by Chris Blackman on 3/14/2010 at 12:28 AM Member
    You could take the whole Day-Spa thing one step too far and lose your audience.

    I don't think many will get what you mean by an exfoliated document...

    Think about the primary benefit of a Day Spa for humans.

    And adapt it.

    "Your document rejuvenated in just one day"

    Does that work? Can you deliver on that promise?



  • Posted by Jay Hamilton-Roth on 3/14/2010 at 10:36 AM Member
    Perhaps brand yourself as the "Copy Makeover Queen". You can use some of the underlying thoughts about "sloppy copy" and "improved image" and make it obvious what you do.

    I agree with my fellow experts - I'm not a fan of the "Document Spa" - documents mean everything from (internal) technical documents to advertising and the spa connection is tenuous. Keep it simply focused on your target market's need.
  • Posted on 3/14/2010 at 2:45 PM Author
    Fantastic answers, all. I am new to this forum, so pardon me if I did not apportion points fairly, but I learned something from each post. It is true, I do try too hard to be "likable" (cute), and it may really be time for me to shed that subtle desperation. Thanks all,

    KR
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