Question

Topic: Taglines/Names

Biz Consulting Co. Payroll / Background Checks

Posted by Anonymous on 5/25/2017 at 4:35 PM ET 125 Points
Business consulting company looking to "get out there more". Looking at marketing options, how to's, best ways. Need help with catchy tagline. We provide background checks for corporate or personal, payroll services, merchant accounts and banking solutions. Main target is within the Cannabis space. In order for these types of businesses to be treated as any other business, compliance, honesty and reliability are very important which is why businesses should require background checks of their employees & offer payroll. Trying to set up a marketing ad for our suite of services. Thank you in advance for your assistance.
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RESPONSES

  • Posted by mgoodman on 5/25/2017 at 5:15 PM Accepted
    What is the name of the company?

    The "catchy-est" tagline will be one that communicates the unique and compelling BENEFIT your target audience can expect when they deal with you. How will their lives be better when you are on the case for them?

    Once they get the benefit promise they can look at the various services you offer to deliver the benefit. First, though, they need to understand that benefit. And the benefit will flow from your Positioning Statement. (See https://bit.ly/1R3Rv3a )

    What is your positioning benefit?
  • Posted on 5/25/2017 at 5:23 PM Author
    I think I got one I'm happy with...
    Unlocking potential. Delivering results. How's that?
  • Posted by mgoodman on 5/25/2017 at 5:35 PM Moderator
    Sounds like what YOU think you do. What is the BENEFIT for your target audience? What's in it for THEM? (How does it fit with your company name? Together do they communicate a unique benefit?)

    Also, I would be concerned that "Unlocking potential. Delivering results." sounds like a platitude anyone can promise ... including a phone company, an ISP, an insurance agent, etc. If the company name is specifically aimed at the target audience it might be OK. Is OK good enough for your business?
  • Posted by mgoodman on 5/25/2017 at 5:43 PM Moderator
    Confidential Business Services, LLC
    "Back Office for the Cannabis Industry"
  • Posted on 5/25/2017 at 6:36 PM Author
    No just OK is not good enough.
    The company name is just the initials of owner then Business Solutions.
    Offering background checks, payroll, merchant services and banking solutions.
    One stop shop for business needs, compliance etc....
  • Posted by mgoodman on 5/26/2017 at 11:45 AM Accepted
    The problem seems to be that your name, target audience and offering are too generic. You are trying to serve a very broad audience instead of focusing on a narrow niche. That means you will be the ideal solution for nobody.

    What you offer, and being a "one-stop-shop," are not benefits. They don't tell the target audience how they will be better off or what's in it for them. How does it benefit a business owner for you to be a one-stop-shop if they only need one or two things you offer?

    Focus. Focus. Focus.
  • Posted on 5/26/2017 at 1:35 PM Author
    Thank you. So what do you suggest? Please. We really need help and these services offered to the specific market is a true need if they want to be put on the map and considered legal businesses like any other.
    Usually when one service is requested such as background checks and payroll being the main requests, the other 2 follow behind with the needs for a business. I get what you're suggesting but not sure where to narrow it down. The benefits for a business owner are just that. These services go hand in hand which is why "generically" we are considered a one stop shop. Maybe another way to word it all? Please kindly advise and very much appreciate all your input.
  • Posted by mgoodman on 5/26/2017 at 2:36 PM Moderator
    Confidential Business Services, LLC
    "Back Office for the Cannabis Industry"
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