Listen to John Follis and other top marketing thought leaders discuss the most relevant topics of the day. http://themarketingshow.net

Just do it…We try harder…The ultimate driving machine…Be all that you can be. They’re called taglines and they’re one of the best ways of defining any product, service, company or organization and distinguishing it from its competition. A smart, memorable tagline will build a positive brand image, and reinforce that image for years. Like these others:

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It’s the tagline that defined the Obama campaign –  the most successful in American political history.

So, what about your business, product or organization? Does it have a strong, clear, and positive identity? Are your prospects really clear about what your product or service is and how it benefits them? Are you exciting your prospects with your message? If you’re not sure, chances are you’d benefit from a great tagline.

Here are some other effective tagline examples: http://www.follisinc.com/tagline.htm

Just do it…We try harder…The ultimate driving machine…Be all that you can be. They’re called taglines and they’re one of the best ways of defining any product, service, company or organization and distinguishing it from its competition. A smart, memorable tagline will build a positive brand image, and reinforce that image for years. Like these others:

(more…)

Part 3 with a Q&A covering:

• Importance of having a great product.
• Case Study: Sorrell Ridge Jam
• Viral Marketing.
• Case Studies: Jib Jab and Blendtec
• Marketing the “Emotional” benefit.
• Measuring Effectiveness.

Hear Final Part

Consider a kick-ass tagline. Taglines are one of the best ways of branding any product, service, or company. For years. Here are a few examples:

          - “Please don’t squeeze the Charmin.” (since 1964)

          - “A diamond is forever.” (since 1948)

          - “All the news that’s fit to print.” (since 1896)

Other examples are, “You’re in good hands with Allstate” which conveys a caring, protective image. Or “Think different” (Apple Computer) which conveys innovation and category leadership.

A great tagline, like all creative marketing, involves a mix of right-brain creativity and left-brain strategic thinking. Both are critical. Because, it doesn’t matter how clever it is if it’s the wrong message, and it won’t matter how strategically smart it is if it’s dull. Like a product or company name, a tagline is something you’ll want to live with forever. So, be sure it’s great. Because just as a great tagline can help your business, a bad one can do the opposite.

To learm more about taglines, read this and check out some great tags we’ve created for our clients.

So, what taglines do you like?

MP3 File

Part I of John’s talk covering:

    • the importance of engaging your customer.
    • establishing “the essence” of your product or service.
    • the value of a great tagline.
    • how to excite vs merely inform.
    • the “huh” factor.
    • PR
    • the future direction of media and marketing.
    • successful case studies.

Hear Part 2

Listen to the podcast that lets you hear how other buisness owners solve their tough marketing problems.

“Expert advice.” — Andrew Mede / NY, NY

“Cogent, sage, essential.” — Barry Malvin, Pres./Internet Solutions, NY, NY

“A tremendous kick in the butt.” — Joanne Meurer, ID Inc. NY, NY

Don’t confuse “marketing” with “advertising”. Some people hear the word “marketing” and think “advertising.” Not the same thing. And to grow your business you must understand the difference.

Traditional “advertising” is about paying for traditional media exposure via newspapers, magazines, Yellow Pages, radio, TV, billboards, etc. It’s generally designed to reach a broad audience and the ad/media costs will reflect that. For many products and services advertising works great if it’s done right.

“Marketing” is a broader term that involves any possible way to get your message out. That includes PR, direct mail, your logo and tagline, personal networking, giving talks and writing articles, and many non-traditional and online strategies like having an effective website, sending out email newsletters and promotions, buying Google Adwords, pay-per-click, SEO, and using “social media” like blogs and podcasts.

Effective marketing includes the right mix of traditional advertising and non-traditional online strategies.