Know-How Exchange : Taglines/Names

Start by identifying your primary target audience. Who are the people who will want what you have to offer? Where do they live? What are their demographics? How do they decide when they need your products and services? How do they decide whom to hire? What are the most important criteria in their selection process?

Then see if you can match up the most important benefit they are seeking to something that is in your sweet spot. That will become your core positioning benefit for that audience. And it will lead you to a great name that communicates why someone in your target audience should hire, or buy from, you.

The name needs to resonate with your target audience. Don't fall into the trap of trying to communicate what you do without linking that to the BENEFIT your target audience should expect when they deal with you. Benefit-oriented names are much more powerful than mechanical/descriptive names. Take the time, and put in the effort, to get this right. You'll be glad you did.


P.S. If you have not conducted some structured interviews with your primary target audience, I'd suggest you do that first. You'll be amazed at how much rich input you'll get if you ask some high-gain questions and listen carefully to the responses. Take detailed notes and there will be a wealth of useful information in your notes after just 10-12 solid interviews. (If you are unsure of your ability to conduct these interviews yourself, you can hire a professional to do them for you ... or to coach you so you maximize the opportunity.)

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