This is a guest post from Susie Brown.
Have you ever listened to a speaker, that you were just sure would be able to understand you if you could only talk to them one-on-one?
When a speaker is able to verbalize things which you always had bubbling under the surface, but couldn’t really explain, that inspires trust.
A great tagline is like that speaker who grabs the audience’s attention by verbalizing exactly what the audience needs to hear; a great tagline has that magical power to tell your audience that you are exactly what they have been looking for.
The purpose of a tagline is to engage your audience, get them interested in who you are, and then sell to them. And the first step towards doing that is identifying your ideal customer.
The reason you need to identify your ideal customer is because there are certain people who you want to market to, and unless you are Coca-Cola, there are certain people that you don’t want to market to.
I count exactly two reasons why certain people wouldn’t fall into your “target customer” category.
I know, that sounds pretty cliché, but before you click off to a different blog post, read on to find out why these two categories are truly important to identify.
Once you can pinpoint who is not your ideal customer, you can start to focus your marketing efforts on those who ARE your target market.
The art of a tagline is to create an emotional response and then channel that emotional response into your bank account. Ehem. I mean… The purpose of a tagline is to engage your audience, get them interested in who you are, and then sell to them.
Here is a handy exercise designed to identify an artistic tagline message.
A tagline that connects the target audience on an emotional level is an artistically sound tagline.
While the tagline should be artistic, in the sense that it emotionally engages the target audience, it also should stick to some more scientific rules too. Here are some general rules to stick to in order to aim a tagline at your target market with laser-accurate precision.
There is no such thing as the perfect one-size-fits all tagline, and even if there was, it would have been taken already. The true beauty of great tagline is that it is unique to your business and your relationship with your customers – all you have to do is find yours.
This was a guest post form Susie Brown.
Susie is a FastUpFront Blog contributor and business author. Fastupfront offers an alternative to business loans based on future sales.