Question

Topic: Taglines/Names

Professional Communications Co- Tagline Help

Posted by Anonymous on 12/14/2010 at 1:08 PM ET 250 Points
I have narrowed my most attractive tagline choices to two:

1. Promote with confidence.
2. Our dedication. Your confidence.

I feel that these both capture all target audiences of Springboards (user-decider-buyer) and uses the emotive word "confidence" shared by clients when describing how our coaching makes them feel. The 2nd one refers to our process, our differentiator. A look at the testimonials on our site point to all this: https://www.springboardsconsulting.com

Now, the question is, which works best? Any comments or help welcome.

Thank you!



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RESPONSES

  • Posted by Jay Hamilton-Roth on 12/14/2010 at 7:29 PM Accepted
    While "confidence" is a strong word, it took me a little bit of time to figure out what you're selling and to who (since neither your business name nor your proposed taglines are descriptive). And that's my strong recommendation - make is crystal clear what you're offering. For example, "English Language Training Tailored To Business Professionals" or "Confidently Improving English Skills Of Your Team".
  • Posted on 12/14/2010 at 8:23 PM Accepted
    Jay is spot on. Neither tagline explains what you do or what benefit the target audience will get if they hire you/buy what you're selling.

    So the first thing you need to do is create a clear statement of who your primary target audience is and what important benefit you offer them. Since your company name is useless for this purpose, you then need to find a set of words for your tagline that either (a) makes it crystal clear what you do, or (b) lets the target audience know why they might want to do business with you.

    The taglines you've come up with could apply to any number of businesses. They're too generic to really communicate anything relevant to your business.

    I can understand that this probably isn't what you really wanted to hear, but we would be doing you a disservice if we simply voted on two losing taglines.

    Apologies in advance to Mr. Springboards (if he exists). This isn't about his name as much as it is about the problems it causes when you're trying to communicate a benefit to prospective customers ... unless, of course, you're selling springboards.

    Separate subject: You're always better off if you can narrow the target audience. When you try to be too clever and find one phrase that will fit everyone, you almost always do a sub-optimal job for all. Don't let yourself fall into that trap.
  • Posted by chiron34 on 12/15/2010 at 12:15 AM Accepted
    nadianassif,

    I can't really add anything to what my fellow contributors have offered. If you are going back to square one, here's a thought starter:

    Our business coaching: Your business success!

    sincerely,

    chiron34
  • Posted by NovaHammer on 12/17/2010 at 12:06 AM Accepted
    Language Skills For Professionals

    Leaping Linguistic Barriers Daily
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