How long does it take for a prospective customer to form an opinion about you? Psychology experts say we judge people and make an impression in just one tenth of a second. After that, opinion varies as to how long you have to influence someone during your first interaction. Our working rule of thumb is three seconds.
Imagine this scenario. You are introduced to a potential customer unexpectedly. How do you quickly and clearly explain what it is you do and how you stand out from the pack – in three seconds?
Developing a business tagline, or strapline for your business, really helps. A strapline should sum up your business in three (or so) words. This increases your chances of being rapidly understood and liked. When you say the words ‘three second rule’ most people think about indicating for three seconds before you change direction on the road. When you meet a prospective client, those three seconds let you indicate which road you could take them down.
Here’s how we introduce ourselves and a break down of why we do it:
“Hi I’m Eleanor from Signpost Consulting1; we are a marketing2 consultancy that works with SME’s who don’t have their own in-house marketing department3 and we ‘guide businesses to success’4 – profitably5. In particular we focus on systemising all your marketing needs to get your key messages right to attract your ideal client6 and then we work out the most profitable way to promote your business to bring those ideal clients in through the door.7”
1. Name of business
2. Functional business descriptor
3. Defining target market – the person you are talking to will know whether to tune in or not
4. Strapline – the essence of Signpost Consulting – we help you to become successful
5. Adding in another key value of Signpost Consulting and overcoming a potential objection
6. What every business owner wants to hear
7. Repeating a question that every business owner asks him/herself
A little forethought and clear thinking is enough to turn a casual meeting into an opportunity. Next take a look at your business card and ask yourself how effectively it takes your business forwards once it changes hands. When we hand over our card it tells you:
Our business name – Signpost Consulting
Strapline – Guiding you to Success
Title and business descriptor – Marketing Partner
Everything you need to know in three seconds! We all know high profile examples of corporate straplines. How about Nokia: Connecting people. Coca Cola: Open happiness or Toyota: Believe.
The less well known you are, the more critical it is to put time and thought into how you explain your business function. As your brand recognition grows, straplines become more about branding and less about functional description. But that’s a topic for another month!
If you need help creating a compelling strapline, call in the experts from Signpost Consulting. We’d be happy to guide you to success.
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