Be Willing to Refine Who or What You Are!
Standing with us was a hair stylist. And the three of us discussed how people have to be willing to refine their taglines – and then refine again and again as the people change and their business changes.
To clarify the important elements of a tagline, let’s take my friend the photographer. The word “photographer” is way too broad – my friend could specialize in photographing so many different kinds of things from headshots to group shots at weddings to the exterior of large buildings to tiny marble collections. But she has a distinct interest and she wants to “telegraph” that interest to prospective clients.
In fact, her specialty is taking amazing photos of the interior of homes or offices, usually in natural light. She captures the essence in photos that have both an authentic and an artistic quality.
What should her tagline be? It needs to convey this specialty in specific words that create images in the mind. While it seems counter-intuitive, in most cases the more specific you are the more likely you are to attract your target audiences.
Now let’s think about the tagline for your own work. Are you able to say this clearly in a few words? Complete sentences are not necessary. If you have a current tagline, does it still accurately reflect what you are about? Or is it in desperate need of revision?
My business partner, Yael K. Miller, and I every so often change the header/banner of our website because we change the tagline that is on the header/banner. This does NOT mean that we are wishy-washy. It does mean that we are always considering the best words to express what we do and what we are interested in helping others do. Our current tagline is:
Internet Marketing: How to Successfully Market on the Internet No Matter Your Business or What You Know
The reason for this most recent version is because of questions we received. Some people asked if we did social media marketing only for specific businesses. Thus we added the “No Matter Your Business” words. Others asked about whether we worked with people who are starting with zero knowledge of online marketing and social media sites. Thus we added the “No Matter …What You Know” words.
Now it is time to review your own tagline or 15-second elevator speech to see if it needs revising. If it does, get started immediately on this important marketing task.
Phyllis Zimbler Miller (@ZimblerMiller on Twitter and @ZimblerMiller on Pinterest) has an M.B.A. from The Wharton School and is the co-founder of the online marketing company www.MillerMosaicLLC.com, which helps clients with defining who they are and what they have to offer.
Phyllis is also a book writer and screenwriter. At Amazon Studios you can scroll down to view her screenplays on her Amazon Studios bio page at http://studios.amazon.com/users/48358