I recently suggested an original tagline for a man who’s working with a home appraiser in Massachusetts. But he said he preferred “We value your most important asset” more than what I’d sent him.
Why would this tagline not be effective? Let me count the ways.
Hi Peter,
Here’s the thinking behind what I sent you. Hope you’ll find it of value. This approach has been well received by clients and students, so it might be worth the time it takes you to read it.
(As a reminder, the tagline I sent you is unusual, its first word is “your,” and it suggests a process)
1. These days being different and memorable is 90% of the battle. The #1 rule is “stand out or fade out.”
Everyone’s being bombarded with nonstop messages all day long. Unless a tagline or other message stands out, the reader will forget what you’ve said (and by extension you) almost before they finish reading it or hearing it.
Any appraiser can say they’ll value your asset–and like to share that opinion in their marketing. Many competitors probably say something similar. But does your client want to be a face in the crowd? A tagline is the first volley in a conversation, remember.
2. The emotional decision to do business with a vendor or service provider will happen because a) they’re cheapest or b) not because of what they do, but why they do it well. It’s easy to find an appraiser, but not one with whom we feel an immediate connection.
So the key question is no longer “would this guy do a good job?” as much as “would this be someone I’d like to work with?”
The extra value that every consumer desperately seeks from any service provider or vendor is a feeling that we’re special because we’ve hired them or bought their product (or because they’re the cheapest). Extra value sells.
A business message must go beyond operational skill and personal opinion, to Authentic Engagement. Look at the big internet business success stories; they’re personally engaging and interesting. Technical skill or background is secondary. Unfortunately, your phrase is in no way personally engaging.
3. The huge success of Dummies books (way back when people actually bought books) shows that a) consumers want to feel in control of a process, more than just the good or service and b) they like experts who can be depended on to lay out an effective process in a way that’s clear, concise and compelling enough for them to take immediate ownership of.
Your client’s customers are smart enough to know that anything having to do with houses will be a long process, not a quick fix. So they want an appraiser who really understands the process, and who’ll be there in the future with valuable advice or other support as needed. That’s implied in what I sent you, but not in your alternate idea.
So ask yourself of anything you write or say: Is this relevant? Have I offered proof? Where’s the value?
Take care Peter, stay happy, and best of luck with your business.
