Know-How Exchange : Taglines/Names

The name of the company does not clearly state to the lay person what they do. The company name is Pinpoint Search Strategies. That is why I was considering using the tagline of "Your company's outsource research librarian" Thoughts?

Thank you that is really very good!!

Which do you like? More importantly, which is appropriate for your client? You'll need to A/B split test them in some way to see which meets their customers' needs the best

- and improve on the best one ;-)

@ Moriarty the client did like either Establishing trust through research or Forget big data, you need effective data. That's what we do for you. Working with them to find the direction they are want to move toward

The company provides peer-reviewed medical articles for development of new products or you are seeking market research to resolve your business challenges, the company has access to more than 100 databases to serve your information and market research needs

Agriculture
Animal Welfare Act compliance
Clinical information
Companies and emerging markets
Company histories and company profiles
Complementary and alternative medicine
Computers
Education
Engineering, production
FDA Regulatory Updates
Government reports
Imports and exports
Information technology
Manufacturing
Market data and trends
Medical literature, peer-reviewed
Mergers and acquisitions
Research and development
Science
Technologies
Up-to-date analysis
Worldwide news

Yup, the idea's fine. Only as a warning, Jay's right. The crux of the issue isn't where the company wants to head - it should be heading towards those customers who need what they do. Heading anywhere else will waste them money.

Now if they don't want to do that - for whatever reason - that's fine by me.

Now - and this is important: what are they doing in this market that is in any way special?

Again, if they don't want to go down this route, that's fine - but remember each step they don't take will cost them 10x more in advertising spend. It's how much of the industry works - and there are marketers who go as far as to describe themselves as "chief bottle emptiers"!

Could you clarify if they did or did not like the two examples I supplied.

Moriarty - sorry they did not like the ideas. Just reread what I posted, sorry.

They are targeting the companies/biomedical/university market that has lost funding to have an inhouse research librarian. They are expert researchers in market trends, court briefs and statistical reports, peer reviewed journals and more.

They will

Interview client to co-create a targeted search strategy
Interview subject matter experts
Conduct literature searches from peer-reviewed medical journals
Provide client with a bibliography of article citations
Order client’s selected articles
Create data visualization analysis reports
Deliver report to client via e-mail or in-person presentations

What makes your company better/different from the competition? That'll likely help guide the tagline development.

When it comes to an effective tagline, it's been my experience that the client is rarely the expert. They are usually too focused on what they do and how they want to be perceived, and not focused enough on their target audience, how purchase decisions are made, and what really matters to prospective customers.

YOU may need to take the lead and "teach" them about taglines. Or tell them to hire someone who is a tagline expert.

Thankyou Mr. Goodman. You've described the issue very concisely.

Thank you Mr Goodman! I believe that you are correct. However the client needs to want to be taught about the real world and business.

Thank you all for your input. It is most appreciated.

So where do you want to go from here? The problems you're facing are extremely common in business. Usually I do not deal with such clients unless they pester me.

Where is the client located? Maybe there's a tagline expert nearby who could meet with them face-to-face.

Again, thank you for your efforts, the client said that she was going to work with "someone in her industry" that understood her business better. This was a great lesson for me. This a fairly new market for me and that is why I reached out for assistance. I hope that we can continue collaborating in the future.

To be honest with you, your client is saying what they all say. They all want someone who "understands" their industry - their business. To me that is one of the warning signals, and it's one I hear frequently.

"Gemma" says Bob "I'm in an industry that's been here longer than you and I, and needs someone who understands it inside and out"

To which my response was "You're selling an information product, who needs it?"

Because that's what marketing comes down to. You (or your client) are selling something. Someone needs it. My clients are professionals, and we both know and understand that. They don't need to know how I do my work and neither do their customers need to know how they do their work (otherwise, why would they come to them at all?). Their customers have a need of that business - and knowing what that need is counts for more than any understanding I may have of their businesses' inner secrets.

My expertise is in knowing why someone buys something from someone. Then find more like them.

It really is that simple.

Thank you Moriarty, that is so true! I have been in the sales end of things for over 30 years and I have always said it's about the customer and what fits their needs, it doesn't matter what the industry, but folks need to know what you can do. It about wording that catches someone's ear, that sparks an interest in you!

One of the sad things is that client's like this will spend hours doing what we all can do here. After all that is why we are all here.

Look forward to collaborating in the future.

The best of luck to you - and it's always a pleasure to deal with a questioner who engages in a conversation.