The Fastest Way to Lose Customers Without Even Trying: An Ineffective Tagline
Updated: Nov 6, 2019
What is one of the easiest ways to grab your customer’s attention - or lose it? It can come down to one of the most obvious and visible (yet often overlooked) components of your company.
Especially as a new company, your name and tagline are the first things customers will see. Unless you have a huge advertising budget to explain yourself, being vague can quickly cause you to lose customer interest. Keep in mind how your company name will pair with your tagline. A vague company name like “Maverick,” paired with an equally vague slogan like “always the fastest,” provides zero information to the customer. What does that company actually do? Consider a more revealing tagline like “Our green fleet gets you anywhere in town within the hour” to provide additional context.
Too often, companies use vague or generic taglines and descriptions to describe what they do. Terms like “innovative solutions” , “quality service” or even simply “more advanced” may sound compelling initially - but give little contrast or context.
In contrast, a company name like “Maverick Automated Taxi” slotted next to “Our automated green fleet gets you anywhere in town within the hour,” gives even more information at first glance. If you are debuting a nascent technology or launching a new business, being clear and concise in both your business name and tagline (as opposed to being cute or whimsical) can significantly increase consumer understanding of company services.
Too often, companies use vague or generic taglines and descriptions to describe what they do. Terms like “innovative solutions” , “quality service” or even simply “more advanced” may sound compelling initially - but give little contrast or context. Innovative compared to what or whom? What part of your business makes you higher quality than the others? It can be appealing to use words that pat you and your team on the back, but if you want to reach anyone outside of your specialized team, you need to be crystal clear on what makes you unique.
The more you immerse yourself in a particular industry, the more difficult it can be to remember that others may not be able to understand what you’re saying. Often, when you approach a potential customer, they do not have a full report on-hand outlining the attributes of each one of your competitors.
For instance, if you are debuting a new telecommunication systems alternative for small to medium-sized businesses in your area, simply saying ‘quality service’ means little. Brainstorm exactly what it is you are trying to highlight.
Easily accessible phone support: 24/7 customer support without the hold music
Easy Returns: Lifetime warranty. Three clicks and we’ll replace it
Speedy On-Site Repair: Keep waiting two days for the other guys....we’re there in an hour
Free, expert customer service: No question is a bad one, we’re always ready with answers at no charge
How you come across at first glance can attract or chase away potential customers. Forcing them to hunt down the important information of what you offer is a guaranteed turn-off. Make it as easy as possible by fine-tuning your most visible elements to quickly and easily grab attention to better resonate with your customer.