Question

Topic: Taglines/Names

Tricky Tagline Challenge

Posted by Anonymous on 4/26/2010 at 10:40 AM ET 250 Points
In my Tag line I have two points of interest for my customer....one is just as important as the other. when I come up with a tag line It only helps one or the other. Trying to Touch on both is tough.

I have a new product that is for Concrete Contractors....they currently have similar tools but I have two HUGE benefits to offer they don't currently get without a sacrifice...One is the fact they can "stand" while using this tool rather than bending over, the other is that it "compounds your efforts"... times three! In the concrete world its all mostly physical labor so my benefits are really huge in my tag line...I will be selling B2B and target only the retail end at first.

The name of the tool will be "Ape arms" and the tag line I am playing with right now is..."Stand up and hold on!" The name is off the wall and really hits home with my customers....I want a tag line to match.

My thoughts behind the current tag line are...of coarse "Stand" Implying they can stand and the hold on is implying something else is going to happen besides the fact they can now stand....its going to compound the efforts they use times 3. The fact that they can stand is huge and I'm worried they will only use that as the factor to purchase without knowing it does more. Some contractors wont want to stand after 20 years of bending(old school) but I do want him as a customer still...because the tool is adjustable so you can still bend and use the compounding benefit that is just a huge as standing.

The tool is going to be of the highest quality possible and made in the USA. It will be ultra lite and more maneuverable then current methods...price will be cheaper than all other methods with the exception of one that is not so desirable.

If I missed anything just ask and I will get it answered!

Thank you for any help.
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RESPONSES

  • Posted on 4/26/2010 at 10:43 AM Author
    In my Tag line I have two points of interest for my customer....one is just as important as the other. when I come up with a tag line It only helps one or the other. Trying to Touch on both is tough.

    I have a new product that is for Concrete Contractors....they currently have similar tools but I have two HUGE benefits to offer they don't currently get without a sacrifice...One is the fact they can "stand" while using this tool rather than bending over, the other is that it "compounds your efforts"... times three! In the concrete world its all mostly physical labor so my benefits are really huge in my tag line...I will be selling B2B and target only the retail end at first.

    The name of the tool will be "Ape arms" and the tag line I am playing with right now is..."Stand up and hold on!" The name is off the wall and really hits home with my customers....I want a tag line to match.

    My thoughts behind the current tag line are...of coarse "Stand" Implying they can stand and the hold on is implying something else is going to happen besides the fact they can now stand....its going to compound the efforts they use times 3. The fact that they can stand is huge and I'm worried they will only use that as the factor to purchase without knowing it does more. Some contractors wont want to stand after 20 years of bending(old school) but I do want him as a customer still...because the tool is adjustable so you can still bend and use the compounding benefit that is just a huge as standing.

    The tool is going to be of the highest quality possible and made in the USA. It will be ultra lite and more maneuverable then current methods...price will be cheaper than all other methods with the exception of one that is not so desirable.

    If I missed anything just ask and I will get it answered!

  • Posted by Jay Hamilton-Roth on 4/26/2010 at 11:00 AM Member
    How about simply: "No More Back Pain. 3x More Effective."
  • Posted on 4/26/2010 at 11:16 AM Author
    The tool is not a float...its a screed.

    The tool is three times stronger not better....It compounds your energy....if you used the old method you would only be able to press down about 30lbs pressure....and with the same effort with my tool you would register 100lbs. Concrete weighs about 140lbs cubic foot when wet.....so more power is needed when moving it into place....many people hurt backs ,shoulders,arms when doing this the old way.

    When a contractor sees this tool it is understood quickly! but Im worried they will just assume its a stand up benefit....Im not so sure they will "see" the compounding benefits.

    Imagine having to level out 12 yards of concrete with a 2x4 board and bending over while doing so....my back surgery can tell you its a bad deal...I know way to many people in the industry who have had surgery because of this method.
  • Posted on 4/26/2010 at 3:25 PM Moderator
    You do have a big challenge, I agree. But Jay Hamilton-Roth's approach does the job pretty well. You're probably not going to find a "short-hand" way to make both points effectively in just 3 or 4 words.

    My question for you is, "Why is it cheaper than all other methods if it's so much better?" I think your pricing strategy may be flawed, and it will actually undermine your whole marketing effort.

    People PREFER to pay a premium price for products they perceive to be better. They understand the old adage about "getting what you pay for." Cheap things are worth less ... even the manufacturer thinks so.

    If this product is as good as you say it is, you'd be better served pricing it at a premium and spending the "extra profit" on an aggressive marketing campaign to create awareness among your target audience.

    Who developed your marketing strategy and plan? I think they missed something really important here.
  • Posted on 4/26/2010 at 7:39 PM Author
    My pricing is in order.....this is my third product launch...the other two were successful.....Manufacturing and the whole new idea behind it make it cheaper. It will have good margins.Its not cheaper to undercut. I couldnt possibly come close to pricing in the same area.

    $1200 and up to $4000 vs. $389 its not even close.

    Imagine the very first car being a Porsche....pretty nice huh?...until you have to toss a ladder rack on it to go to work. My tool is the Pick up truck. yes, you can own both and I imagine this will be the case as well.

  • Posted on 4/26/2010 at 9:18 PM Author
    Jay H's approach is pretty good...straight forward....I was wanting something catchy but may have to settle.

    Do you think it would be a good idea to concentrate on the "compounding" benefit because the "standing" benefit is easily seen??
  • Posted on 4/28/2010 at 1:46 AM Member
    Painlessly Faster
  • Posted on 4/28/2010 at 7:43 AM Author
    mabortln.....I love it! I will play with a better word than "faster" though....speed will happen but it wont need to be said with the other two being said it will happen.

  • Posted on 4/29/2010 at 8:35 AM Author
    This was the thought I was looking for.....I may tweak it a little. Thank you so much.

    DSP
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