Know-How Exchange : Taglines/Names

Hi Bricks.

Firstly, your business will be memorable for the services you have provided - that is when your business card is hunted down and your name remembered.

Because it isn't the name your customers remember: there are lots of catchy names that are thought interesting, funny and brilliant. They go viral on Facebook, 125000 likes and the next month ... they get 3.

Because it has been forgotten.

You say "By keeping my overheads very low, it provides me the opportunity to match or beat almost any other retail printers prices." - so who can do what you do only because they have mobile internet and live under a tree in the outskirts of Nanjing means that they can do it for less than someone who thinks they can be cheap and still make enough money to afford a roof over their heads.

So let's get clever instead, shall we? You do something memorable that your business is remembered. Your business is remembered for that memorable reason ... that just happens to be your tagline. It sort of goes around in circles. Even if they forget because they are too busy in their work, they will remember **when they need you**. Which is when you don't worry about price. Because they make more money by paying your high prices because they save a lot of time, money and frustration by doing so.

Okay??

That is why most people can't afford my services.

So please: is there something you can do that is special. Not the "what you do" but the "way you do it".

In the mean time:
"Print State: You state it, we print it"
... "Stated: Printed"
"The State of mondern printing"
"Stating modern printing"
"Modern printing stated"
"Your Statement in print"

Moriarty xx

I think you're going down the wrong path. Just because a domain name became available and you think it's easy to remember doesn't mean it's the right name for your business. Ask yourself, why would my tagline need to add "context" to the name selection? It shouldn't. The tagline should add reasons, in the form of customer benefits, for people to buy from you.

I suggest you start with a clean slate. Ask your customers why they buy from you (or from your competitors). Discover the clear unique positioning benefit you have in your market segment. Then base the creative naming process for both a new brand name and a supporting tagline on the results you get.

Far better to start with the right brand messaging from the get go.

Thanks and I appreciate the advice. This was my first time posting here so I wasn't entirely sure what information I needed to include in the description.

@Moriarty Unfortunately, most times my line of work, it's pretty much a bidding war. Most retail printers and print brokers are middlemen and simply just mark up the products they order from the manufacturer. The unique position that I'm in is that there is no middleman with me. I am the manufacturer and and I deal directly with the client. Cutting out the middleman (and the markup that goes with it) helps save the client a decent amount of money while still receiving quality printing. I'm not sure of that constitutes as "special" but it's what sets me aside from most print brokers that I know of.

@Steve Byrne Thank you for the suggestion. The tagline is not a "make or break" situation for me. I could just as easily do without one. I just came across this site today and thought it would be a great way to come across some creative and interesting suggestions.

Thanks again for the input!

Backing up Mr Goodman's advice: if I am advising a client as part of my copywriting business, if the question is about money I state that it is then the wrong question.

Because all sorts of assumptions are made when it comes to choosing on something as vague as price. IF - and it is a very, very big "IF" - they are choosing on price it is because they have either thought about their needs VERY CAREFULLY INDEED - or know nothing about their needs at all.

Oh, and the other trick they pull is to get you to spend hours on a quotation. They then use this to beat down their current supplier. When you enquire about the progress of your quotation, you will always be given the brush-off. It is standard practice when dealing with your worst kinds of clients.

M

Thanks for all the input. Some great advice from everyone. I'm going to be taking a lot of these points into consideration before I move forward. Appreciate it.