Question

Topic: Taglines/Names

Tag Line You Just Can't Ignore?

Posted by Anonymous on 5/15/2012 at 11:13 AM ET 250 Points
I am an esthetician that is brand new to the field. I have registered Glow Esthetics, LLC with my state with the website www.glowvermont.com My treatments are NOT gender specific - both men & women can benefit from a visit with me.

From my business card:

Glow Esthetics offers full body waxing, custom brow shaping, custom facials designed for your skin type and condition and full body treatments including back 'facials', full body exfoliation & microZone treatments.


I need an exciting tag line that concisely describes my business that makes the reader HAVE to come to visit me!

So far I've come up with: Skin treatments for a healthy glow.

I want it short, sweet and EXCITING! Any suggestions?

Thank you!

Jenn
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RESPONSES

  • Posted on 5/15/2012 at 5:32 PM Accepted
    The best taglines deliver an emotional end-benefit promise to your primary target audience.

    If there's a way to narrow the target audience, that will definitely help. Men AND women doesn't leave many people out. And it sounds like you've included most body parts. (Do I really want my back to glow?)

    Instead of focusing on all the things you want to do, and all the services you want to provide, focus instead on the ultimate end-benefit your primary target audience should expect after you've worked your magic.

    You can start this process by conducting in-depth interviews with people who have already benefited from a skin treatment. What words do they use to describe the experience? Would they do it again? Why or why not? What would they say to a friend who asked for their advice?
  • Posted by Gary Bloomer on 5/15/2012 at 6:10 PM Accepted
    Dear Jenn,

    "I need an exciting tag line that concisely describes my business that makes the reader HAVE to come to visit me!"

    You don't really need an exciting anything. To all but the few people in the niche you'll serve, your business is largely irrelevant. And your reader doesn't HAVE to do anything. Here's why:

    Tag line: You need a line that speaks to the desired outcome of your ideal client. This is tough because what
    suits one client won't suit another. Therefore, you need relevance, not exciting.

    Your clients have skin or beauty problems they need help with. Your job then becomes one of making clients feel confident and beautiful. You'll appeal to a niche, not to everyone and this is why I say to a good number of people, your business is irrelevant. Your ideal reader wants choice but they also need to feel they can trust you, that you're likeable, and that you know what you're doing. I've no doubt you're all these things but to make an impact you need to place yourself in the shoes of your ideal client and figure out what they want, not what they HAVE to do. When clients feel forced, they become resentful.

    I hope this helps.

    Gary Bloomer
    Princeton, NJ, USA




  • Posted by Jay Hamilton-Roth on 5/16/2012 at 8:29 AM Member
    Relax and Feel Beautiful
    Make a Great First Impression
    Be Proud Of Your Skin
  • Posted on 5/16/2012 at 11:53 PM Author
    mgoodman,

    Thank you for the response. You're right. I do need to narrow down my target audience. They are professional women with money to spend on their skin health. I don't, however, feel like I need to narrow my treatment sites. Estheticians focus on skin. The preservation of skin and the removal of hair from skin. And yes - end benefit is most important. That is why, so far, I really like Jay Hamilton-Roth's Relax and Feel Beautiful tagline. That is what I'm going for. I want you to relax (although yes - that is hard to do while I'm removing hair from intimate areas) and yes - I want my client to look and feel beautiful. Thanks again!

    Gary Bloomer,

    I think you may have misunderstood my excitement for my business and my request for an exciting tagline. By exciting, I'm wanting to find a tagline that inspires my potential client to want to know more - I'm NOT trying to get her to jump up and down in excitement. I want her to feel excited about calling me to book an appointment. I don't want to promise that which I can not deliver, but I do want to help people look and feel their best.

    PhilGrisolia4Results,

    All I got from you was a bad taste in my mouth. Nothing in your response was at all helpful to me. Constructive criticism is one thing. Plain old criticism is quite another. No thank you.

    Jay Hamilton-Roth,

    Thank you! Relax and Feel Beautiful is close to what I'm looking for.... but not quite.... I'll keep thinking & brainstorming!

    cheers!

    Jenn



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