Blog - Strategic Content

With a tagline, you can explain in the simplest way possible what you do and how your customers can benefit – that’s it.

Although only one sentence or phrase, a tagline provides a very powerful statement of how you, your product or service, can benefit a potential customer. It should be simple and to the point so anyone can clearly understand it.

Finally, your tagline should reflect how your business differentiates itself from your competitors and what makes you unique. And it’s all packed into one sentence.

In this article, I’ll show you how to create a tagline for the benefit your customer wants.

Positioning is what sets your product or service apart from your competitors. It’s not just a case of being different, it’s also being better.

To successfully position your product, it needs to be:

1. Unique. Is it different from what your competitors offer, and in what way?
2. Beneficial. Does your product offer a compelling benefit that your competition doesn’t?
3. Positioned in the mind of your potential customers. What do they think of it?
4. Remarkable in a positive sense. Will your customers recommend your product and share with their networks?
5. Memorable. Will your product or service have an immediate and lasting impression?

By taking this approach, your product can be uniquely positioned as being different and better than your competitors.

With great positioning, you have carved a niche in the market where your product will resonate with the potential customers you’ve developed it for.

The very first advertisement for an automobile had a jaw-dropping headline. But the brilliance of the ad is how the benefits are described and are then supported by the features.

The headline says nothing about the vehicle and its fantastic features. That comes later.

Instead the headline drills into the immediate benefit of saving on the expense and care of owning a horse. Then there’s the transition into the ultimate benefit which is reducing the anxiety of keeping a horse.

The features of the vehicle only then follow on from the headline and first paragraph.

As is the case 118 years later, focusing on the benefits your product can offer potential customers isn’t a new way of marketing, it’s the correct way.

Your potential customer is wanting to buy benefits. She’ll hand over her credit card once she understands what’s in it for her. What is the benefit to her when she buys your product?

To sell your product or services you need to stress the benefits, not the features.

Why? Because customers really don’t care about you or the products and services you’re selling. They just want to know what’s in it for them and how your product can benefit them.

When buying a product, your customer is thinking of the benefit she can obtain and sub-consciously the ultimate benefit. She’ll then justify her decision to purchase based on the great features your product has over the competition. It’s as simple as that.

A persona is a fictitious person that’s made up from a composite of who you believe your prospective customer is likely to be.

I like to think of a persona as being one person that represents the behavioral patterns, attitudes, lifestyle choices, and motivations of your prospect. Importantly, a persona is an individual, not a demographic.

Creating a persona gives you the opportunity to visualize and empathize with your prospect or audience. It’s your audience of one person who you know so well. You’ve literally been in their shoes and seen how they view the world. What you write or talk about will resonate.

And the persona you’ve created represents your prospective customer.