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| eMarketing Tips and Tricks - March 18, 2003 |  |
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Check out our eMarketing Tools
Informative eBooks
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Today's Article: 5 Steps for Developing a Tag Line Today's Ask Dr. Ebiz: Using the BCC Field 5 Steps for Developing a Tag Line for your Product, Business or Website by Bobette Kyle, Copyright 2003 A tag line is the one or two line descriptor that often comes after a product logo or company name. It is one of those things that looks simple but isn't. Large companies pay advertising agencies a lot of money to develop tag lines for their companies and brands. Many companies, however, do not have a large enough budget to hire an advertising agency. If you belong to one of these small-budget businesses, do not despair. With some creativity and persistence, you can develop your own tag line.
If you have a positioning statement and/or unique selling proposition, write them down. Your tag line should reinforce them. Ask yourself these questions:
Try to get one or more of these across in your tag. Second, prepare to brainstorm. Gather tag lines from other companies and brands. Look in other categories besides your own and try to find tag lines from both large and small companies. As you find tag lines, write them on index cards or individual slips of paper. You will be mixing and matching them and pairing them with unrelated items as you brainstorm. Pay attention to the words used, how they are put together, and
which of the above questions they address. By doing this, you are
more likely to come up with a unique angle for your own tag
line. To find tag lines, look around. You may find them anywhere there
are advertisements, packaging, or logos. Look in cupboards, around
desks, in magazines, on TV/radio commercials, in print
advertisements, and on websites.
To get you started, here are some tag lines I found in only a few
minutes:
- hp - "invent" Find your competitors' tag lines - look at them and strive to be
better and different.
Gather together books to help you come up with different ways to
phrase similar ideas. My favorite is "Word Menu." Others
likely to be of help are "The Describer's Dictionary" and
"Twenty-First Century Synonym and Antonym Finder." You can
find these books and others down the left margin at: WebSiteMarketingPlan.com
Third, brainstorm.
This works best if you can get a small group together, but can
also be done solo. Set up a place with a lot of writing space - use
dry erase boards, easels with big paper pads, note cards, etc.
Go through your props. Look up words or concepts in the books.
Rearrange your various props so you can look at them in different
ways. Write down *everything* that comes to mind and all the new
ideas each phrase sparks. They do not have to make sense. You want a
large number of ideas.
There are additional brainstorming resources down the left margin
at the URL listed above.
Fourth, consolidate your list.
After brainstorming, go through all of your ideas. Pull out those
few you think have the best potential. Try to reduce longer ones to
fewer words.
Fifth, choose the one best tag line.
You should be left with a short list of possibilities. To pick
the single best tag line, get others' opinions. If you have some
funds budgeted, work with a market research firm to test the tag
lines with your customers.
You can also conduct informal research. Set up a free survey at
SurveyMonkey.com and
encourage people to take the survey. If you have direct contact with
customers, ask them what they think. Give them an incentive to help
you, such as a discount or small freebie.
When you are done, you will have a tag line that will help your
business thrive ----------------------- About The Author
"I send a newsletter to 75+ names I have put into a 'group' in Outlook Express. Is there a way to send the newsletter without having all the email addresses showing in the "To" on each person's newsletter? I worry about someone subscribing, getting the newsletter and then using the other names for spam or other unsavory uses." -- Jean Shorthill, Wood 'N Wares An email message can be sent to three different recipient fields: To (visible to recipients), CC ("carbon copy", visible to recipients), and BCC ("blind carbon copy," invisible to recipients). To display the BCC field box, first open a blank e-mail message. In Outlook Express, select on the top menu "View | All Headers." In Outlook 2000, select on the top menu "View | BCC Field." With Netscape Navigator click on the "To:" button to select the BCC field. In AOL 6.0, open your address book and click on "Blind Copy." But as your newsletter list grows, you'll find maintaining the list cumbersome. Read my article, "Introduction to E-Mail List Handling (Listserver) Software" (www.wilsonweb.com/wmt7/lserver_intro.htm) about tools to take your newsletter distribution to the next level. Copyright 2003, Ralph F. Wilson. All rights reserved. Used by permission. |
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