Know-How Exchange : Taglines/Names

Dear Shelby,

Hearty congratulations to your hubby for setting up shop on his own. Quality service providers are in high demand.

However, the LAST thing your husband's CUSTOMERS are looking for is anything remotely "catchy".

They're looking for a quality tradesman who is RELIABLE, PROFESSIONAL, and DEPENDABLE.

Customers want to know that when they need your hubby to be at their home or place of business that he'll show up on time, that he'll have all the right tools and parts, and that he'll do a great job for a set price, without ripping them off, and that he'll leave the job site as clean as it was (or cleaner than it was) than when he arrived.

The end.

So, rather than anything catchy, give SERIOUS consideration to something along the lines of "Your Husband's Name: The Dependable Plumber" TAG LINE "Your Logical Choice for Plumbing Jobs Large and Small. We Specialize in Water Heater Installation."

Catchy names CONFUSE people and confused people CANNOT make reliable decisions that solve their problem.

The name of the business must TELEGRAPH benefits and solutions.
There is no "catchy" name on Earth that can do this as well as simple, plain language.

Keep it simple.

Give people simple phrases that are INSTANTLY recognizable and
that they can INSTANTLY connect as THE solution to their problem.

Tell people what you do and what they can expect.

That's it.

Nothing catchy, but 1,000 percent RELEVANT.

I hope this helps.

Gary Bloomer
The Direct Response Marketing Guy™
Wilmington, DE, USA