Question

Topic: Taglines/Names

Massage Therapist Needs Help Creating A Slogan

Posted by Anonymous on 7/28/2005 at 9:28 PM ET 250 Points
I'm a Massage Therapist; my business name is Flowing Hands Massage. I'm having trouble coming up with a good slogan for my new business cards. I would like it to be based around water as well (wash over you, bath in, floating. ect.). My practice includes Swedish relaxation, neuromuscular therapy, Sports massage, deep tissue, corrective and rehabilitative massage. I promote healing, wellness, relaxing, enjoying life, love your body, living without pain, being happy with life and all that entails. I would like to keep my current waterfall design for the cards, so a slogan to match would be great. Any advice or suggestions would be greatly appreciated!! Thanks to all,
Connie

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RESPONSES

  • Posted by mgoodman on 7/28/2005 at 11:28 PM Member
    Why do you think you need a slogan? What do you want it to do for you?

    If we come up with 25 different ideas for a slogan, how will you decide which one to use (or not to use any of them)? What criteria will you be using to evaluate our suggestions?

    If all you want is something that ties water to massage, you can use "wet hands." Of course, that's absurd, but without a clear understanding of what it is you want to communicate, it's pretty difficult to come up with a winner.

    Start by telling us who your primary target audeince is. Be as specific as you can. Narrow targets are easier to reach than broad ones. Then tell us what your intended positioning is. What is the key benefit you provide to your target audience, and what makes you any different from, or better than, others who provide similar services?

    You need to start with the strategic marketing thinking before we can really help you with a slogan. And we have to understand what the slogan is supposed to accomplish ... other than filling up some white space on your business card.
  • Posted by ReadCopy on 7/29/2005 at 5:12 AM Accepted
    I tend to agree with Michael, in that I'm not sure you need a slogan, your business name "Flowing Hands Massage", does the job of company name, slogan and memorable image.

    Looking at your range of treatments, and your tight "waterfall" scope, I'm not sure you will find a perfect slogan.

    It might be worth looking at a single word signature for your business .. something like "Relax", if you use something emotive like that I would highly suggest a personal looking, handwritten 'font'.

    Good luck in your quest
  • Posted by mgoodman on 7/29/2005 at 8:32 AM Accepted
    My designer taught me something that I think belongs in this discussion: Don't repeat in words what you've communicated in an image. If your waterfall says "peaceful" you don't nead to say "water" or "peaceful" in the copy. You've said it visually.

    After reading your response, my reaction is that (1) you would still be well served to narrow your target audience, and (2) you probably don't need a tagline or slogan.

    As for the target audeince, surely you don't mean "anyone who needs to heal." That would be hundreds of millions of people, some of them in remote corners of the world. And you may want to concentrate on the folks who really need Body Insight, your competitive advantage ... except you need to explain the UNIQUE BENEFIT you provide, not just the fact that you learned it at the one place that teaches it.

    As for the tagline (or lack of one), remember that a tagline has the potential to make you sound like a huckster instead of a professional practice. If your name communicates the benefit and you have a visual that says it in another way, why gunk up a nice clean communication with a "fifth wheel?" At best it will be another element of the communication (How many do you want?), and at worst it will be a confusing repetition.

    BTW, your explanation above was very useful. The result, though, makes me even more concerned about adding a slogan to an otherwise clear communication.
  • Posted by mgoodman on 7/29/2005 at 8:48 AM Member
    I just reread the original question, and I'm wondering if your business cards are your only/primary form of advertising. If so, you might want to consider a simple brochure and a website.

    Brochures and websites can begin to explain your positioning to the people who read/view them. Business cards, because of their size, can only provide the "headline thought." If the business card communicates just the big idea, you've done a good job. As soon as you "gunk up" your business card with details, you risk diluting that headline thought.

    It sounds like you need a total marketing communication package. If so, you might consider posting a project on "Hire an Expert." (See the column at the right, and click on "Post a Project.") It will cost you some money, but it will be well worth the investment if you are serious about growing your business and appearing as professional as you obviously are.

    Perhaps you can barter your services for some or all of the professional marketing work you need done. If you live near me, I'd certainly consider that!
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