A great marketing strapline is valuable. It ignites your ideal clients and encapsulates the very essence of your business. And when you develop it into a powerful sales message, you get much more ‘bang for your buck’.
Famous straplines
If you haven’t developed a marketing strapline already, here are some famous examples:
1. Apple: “Think different.”
2. Nike: “Just do it”
3. L’Oreal: “Because you’re worth it”
What does a strapline do?
Like the examples above, an effective strapline has substance, it stays on brand and is creative. If you get it right, your strapline will:
• Explain your business to your ideal clients
• provide a memory hook for prospective clients
• provide instant brand positioning
• differentiate you from the pack
• help develop loyalty to your brand.
Get more ‘bang for your buck’
Now to create a sales message. So, step into your ideal clients’ shoes. You know them — what keeps them up at night, how you can help them. After all, that’s why you’re in business.
3 elements of a powerful sales message
A sales message should include the following:
1. Pain: “It’s far easier to sell a cure than prevention,” as the saying goes. So, highlight your ideal clients’ pain points — the problems they face that you can fix.
2. Solution: Explain how you can fix their problems and why you can do this better than your competitors—without going over the top, of course.
3. Call to action: Surprisingly, many businesses don’t ask for a commitment. Perhaps they think it’s pushy? It isn’t. If you want to grow your business, tell your prospects what action you want them to take. This could be to make a purchase, meet you or click a button on your website.
An example
At Signpost Consulting, our marketing strapline is “Bringing you more ideal clients.”
If you visit our website, you’ll see our sales message across the top banner. It goes like this:
1. “You’ve got a great product or service, and now you need more great customers.”
2. “Imagine having expert marketing advice to bring more ideal customers to you profitably.”
3. “Enquire now to discover how we can guide you to success.”
Sales and marketing is about understanding your ideal clients and communicating in a way that ignites their fire.
If you need help creating a strapline or sales message for your business, Signpost Consulting is here to help. Give us a call.
Cara Tipping Smith
Love this Eleanor. Succinct, to the point and to quote you – brilliant “bang for your buck”. Cara