Know-How Exchange : Taglines/Names

In order to come up with a tagline, we need to know the company name since they will presumably appear together, and we don't want to repeat any of the words in the name.

You've given us plenty of information about what YOU do, but there isn't much information about your target audience. Who are they? Where are they? What big problem of theirs do you solve?

If the purpose of the tagline is to motivate a contact, then we need to understand the needs of your target audience, the words they use to express those needs, and their values, attitudes, habits and practices. What are you hoping to replace in their process? What's the most important benefit you promise (and deliver)?

In truth, you probably need more directed and focused attention for this project than we can provide in a few short snippets on this forum. There are several consultants here who can do this kind of project very well. You can browse through the profiles of the top experts to see if you see something that would indicate a consultant you'd like to work with. Or you can post a project in the Hire An Expert section of this website, and let those interested contact you.

Regardless of how you proceed, you'll probably need to answer the questions above.

HireStream is the name of the company.
We will deal with any business looking to hire anywhere in the world (English speaking). We are specificly targeting hiring managers and HR people. We save companies money and time because they can interview candidates and get a feel for "fit" early in the decision making process prior to spending money to fly them in or have multiple managers have to take time out of their day to interview people, they can view recorded interviews anytime/anywhere and make comments on each candidate. Reducing time to hire. This also allows companies to be greener and reduce environmental impact.

Thanks for the fast response and the additional information.

One more question: Have you exposed the concept for your business to a few folks in your target audience to see how they respond? When you shared the concept, how did they react? What did they like about it? What questions did they have? How likely did they say they would be to buy the service?

The better able we are to capture their "mind chatter" in a tagline, the more effective the tagline will be. In fact, if you have verbatim comments from the concept test, that would be the best of all.

No Sorry, not yet.

Forget the tagline. The reason to do the research is to find out if you have a viable business concept BEFORE you spend the time and money to develop the technology, the marketing plan, the business plan, and launch the business.

Wouldn't you feel terrible if you did all of that and then nobody wanted the product?

Well, based on that you are saying the cart is already before the horse! Technology is already created and need to start marketing the product. Now I need to create a tagline for my logo (already created) and then work on website and marketing material.

Yes, your cart is way before the horse.

A concept test does a lot of things for you. Most importantly, it gives you a sense of whether your target audience thinks you have a good idea or not. It's too easy to fall in love with your own "baby" and assume your target audience will magically have the same opinion you do.

It also lets you know which benefit is most important to your target audience, because you can usually only register one idea and you want it to pick the right one.

And it gives you a chance to ask the target audience what questions it might have, what else it needs to know, or what concerns it might have. That way you can address them up-front, before they just click away and move on to whatever else is on their minds.

Finally, it gives you the words and phrases they use to describe the benefit they want, so that YOUR words are exactly right for them.

I don't understand why so many entrepreneurs put a lot of time and money into a new venture without first doing a concept test. Nine out of ten new businesses fail, so the odds are against them from the outset. Here's a way to minimize the risk of chasing the wrong idea ... or to fix it before you sink even more time and money into it.

If you need a referral to someone who can field the concept test for you, let me know offline. Just use the email address in my profile. It's too late for some of the benefits you would realize, but it's not to late for others.

My advice: Press the "pause" button ==> ||

All the time, effort, money and emotional energy you've put into this business so far are sunk costs. You should have asked the basic marketing question(s) before you embarked on the journey, but it's too late now. You've done what you've done.

But before you sink any more resources into this, you need to satisfy yourself that there's a chance that this will be a viable venture. Otherwise, whatever else you invest in the business will be a sunk cost before you know if anyone will want what you're selling.

Marketing isn't something you do after you've created a product. It's something you begin BEFORE you've created it in order to find out if the chances of success are sufficient to justify the investment.

So now just press pause. Go back and do the research you should have done before. And thank me once you've seen how valuable this approach will be. If it turns out that your target audience loves it, you'll have all the information you need to create dynamite selling materials. And if they don't, you'll have all that extra money in your bank account ... and you'll sleep better for months knowing up-front you didn't blow it all without knowing what would happen.

Thank you for your concern, however, this is my industry. This is a product I currently use in my other company and I don't need to spend the money on the market research as I use it and there are other very successful businesses in this industry. Because I am currently in a very competative industry now, I am very comfortable being in another industry with competition. I already have clients and know how I am going to market this product. I was just looking for an idea for a tagline and will need to get copy for my website and brochures.

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Thank you for the input.
I really like the Acting Locally By Recruiting Globally concept.