Know-How Exchange : Taglines/Names

Standing out from the crowd needs you to do precisely that - only this doesn't mean you have to be a clown or wear a Christmas tree on your head.

You just have to be you.

Because standing out from the crowd - as I do on this forum - is about your qualities, and the closer you get to them the more individual your services will be. Those people who like you will really like you - and those who don't will know it (which is why I'm in trouble with the moderator! She hates me).

So if you're prepared to be personable with the way you interact with your clients or visitors, being you goes a long way to establishing an empathy. That's the first step in forming real trust. If you start the process, it'll happen a lot faster!

We need to know what you do as a sports acupuncturist and remedial therapist that's special - and it needs to be seen from the point of view of your visitor. Someone who doesn't know you, but desperately needs what you do. Think of it from this point of view and a good number of thing snap into focus. It's brainstorming done the effective way.

Which is why there's all this blurb, I'm trying to visualize you. Only there's not much to visualize save for the usual. So look at what past clients have told you about yourself, what they said to others when recommending you. They might be details, believe me, they're gold dust when it comes to giving a visitor the nudge they need to pick up the phone to call you.

So all I can do is point to a few directions and you can fill in the gaps (as it were).

Hurt heels? Great therapy.
Pulled tendon? I'll stick the needle in.
Does your back hurt? I'll stick it.

That sort of thing, only you know better than I. Your help and insight is essential here. I can do the outside the box thinking better than almost anyone - only it's not effective unless there's something to focus it on. And that's you!

Who is your primary target audience? Where? Are you mostly trying to reach referring healthcare providers or end-users? How will they find out you exist and what you do? What's in it for someone in your target audience to do whatever it is you want them to do? What's the BENEFIT your target audience should expect?

You need to start with the marketing plan and then develop the name to support and communicate your benefit-oriented positioning. And the marketing plan starts with a clear definition of the primary target audience and the important and unique benefit they can expect you to deliver for them.

Most people into sports have at least a faint recollection that ATP is somehow important to athleticism. How about standing out by intriguing potential customers with a scientific-sounding name? Athletes looking for an edge should get the point.

ATP Sports Acupuncture and Therapy