Know-How Exchange : Taglines/Names

A suitable tagline needs to clearly articulate a benefit to your target audience. Right now, the only thing we know is your business name - which is vague (what does ZIVI mean?). Who specifically is likely to want to hire your services? Where are they in the world? Why would they need what YOU have to offer? What types of insurance do you offer? What type of administration? How does these two offerings combine in the eyes of your audience?

The more details you share, the more likely we can help you find a tagline that's appropriate.

Not much help, I'm afraid.

Who and where is your primary target audience? What is the unique and compelling BENEFIT you offer them.

You have told us what YOU want to do, but you haven't mentioned anything about the BENEFIT your target audience should expect.

And I don't understand how ZIVI means action and communication. What language?

Why are you seeking a slogan or tagline? Most likely you are trying to improve your sales process. And so, we might consider, which part of your sales process needs the most help? I would guess that your biggest challenge will be to get first two first appointments with people. Many sales are multiphase events, sometimes you have to sell the appointment before you have a chance to sell the prospect. If I were in your situation, and I were opening a new agency and therefore depended on 100% new business, I would focus on selling appointments. And therefore I would develop a tagline and a business promotion strategy which focused on getting appointments.

Why should a person make an appointment with your firm? Why are initial appointments with your firm better than initial appointments with other firms? How can you minimize the risk perceived by the potential customer (e.g. free, low-pressure, helpful information…).

Personally, I like the nondescriptive business name. I think it keeps the door open to a variety of future endeavors. And you can change your tagline to accommodate and capitalize on changes in the future. But for right now, I am assuming that you need appointments. Develop a program so that potential customers will see value in meeting with you for an initial appointment, even if they never buy insurance. Focus on the benefit to them, not the benefit to you. Once you have done this, and hopefully tested it, incorporate the plan into a tagline. Good luck.