Know-How Exchange : Taglines/Names

Well, what's your value proposition?

In other words, why should a client come to you rather than the accountancy practice down the road?

The tagline ought to reflect what it is that you think will position you in the mind of a client. You need to tell us what that is. Do you know?

If you can't decide on a tag line, consider the point that really, you might not need one. Unless a tag line can sum up the primary benefit to clients of doing business with you a tag line might not be necessary.

Why do you want a tagline? What do you want it to communicate? What will be different if you have a tagline?

Assuming you have a good reason to have a tagline, the first thing you need to do is clearly identify your target audience. Who are they? Where? What's important to them when they select an accountant?

Then you need to talk to a few folks in your target audience to see what words they use when they explain how they evaluate accountants. Develop a short and simple set of high-gain questions and interview a dozen folks who are in your target audience. Don't try to sell them anything or convince them of anything. Just ask your questions and listen carefully to what they say.

Take detailed notes.

After you've spoken to a dozen different people, step back and review your notes. You'll have everything you (and we) will need to develop a great tagline.