Marketing 101: I Hate Taglines…There, I said it!

Okay, stop your cryin’!  I know you have an awesome tagline.  I know it’s clever, cute and funny.  But is it bringing in the customers?  Is it converting?  Is it profitable?

Why I hate tag lines…

Here’s the thing, the problem with most tag lines is that they don’t actually do anything.  Just some fancy text added to a business card, product or web site that is either convoluted or silly or clever, you get the idea.

When you first get in front of a potential customer you only get one chance to make a powerful impression.  If you blow it, well you generally don’t get a do-over.

What you need instead

So if tag lines are the enemy what should you be using?

A unique selling proposition.  Yep, a good ol’ USP.

Now there are lots of different names for USPs, here’s why:  people like to put a spin on a tried and true tactic in order to make it theirs.  Back in the 60’s a guy by the name of Rosser Reeves actually was the first to give the USP it’s name and traction.  Since then every Tom, Dick and Harry has given it a spin.  Essentially they are new names for the good ol’ USP.

So don’t get caught up in the notion that this is a complicated process.  It isn’t.  You need one thing and one thing only, a USP.

What is a USP?

At its most basic, your USP is exactly as described; a unique selling proposition.  It is the very thing that sets you apart from everyone else in the market place doing what you do.  Typically, it is your very best benefit.

Its most important job, however, is to answer one very important question:

“With all the competitive options available in the marketplace, why should a consumer choose your offering over the others?”

This is a big question and should not be taken lightly and the worst thing you can do is complicate this process.

Yes, answering that one question can take some time, some thought, some energy BUT it is only one question.  It should be easy to answer if you are intimately familiar with your business and your competitor’s businesses.

I’ve answered the question, now what?

Once you’ve answered the USP question, you can dive into the fun stuff.  Your USP is going to be the one best benefit that sets you apart from everyone else in your market place.  That answer may be complete and ready to become part of your marketing materials or it may need some work to bring it into a useable positioning statement.

Let’s take the famous Domino’s Pizza example.  It makes a great example of an out-of-the-box-into-the-bowl-ready-to-eat kind of USP.  Domino’s answer to the USP question is that they deliver your pizza in 30 minutes or it’s free.  Simple.  After a little work the actual USP became:  “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.”  Far more powerful than any tag line could ever be.

How it’s done.

The simplest way to do this is to make a benefits comparison list.  List your benefits first.  Then list your competitor’s benefits.  What stands out?

Additionally, you can enhance your list by adding theme items, consumer objections that you answer, special ingredients, similarities between you and your competition as well as differences, personality, and so on.  The bigger the list the easier it will be to see how you set yourself apart.

Pull out your best benefit or two and fashion your statement from those.  Remember to include language that reflects your business personality.

Another helpful tool is to look around at other great USPs.  How are they put together?  Do they work?  Are they clear? Can they be improved upon?  What can be swiped?

The good the bad and the ugly

To get you started, here are some examples of great USPs:

• Walmart:  The low price leader.
• Disney World:  The happiest place on earth.
• BMW: Ultimate driving machine.
• Porsche:  There is no substitute.
• Burger King:  Have it your way.
• Federal Express:  When your package absolutely, positively has to get there overnight
• M&M’s:  Melts in your mouth, not in your hand

Each of the above USPs are simply stated benefits that set their product or service apart from the competition.  Your USP must also showcase your uniqueness.  If you sell tires and your USP is “best tires in Texas”…better be sure your tires are better.  Simple and straightforward only works if no one else is offering that same benefit.  In Walmart’s case it happens to be true.  You can’t compete on price because Walmart will always be cheaper, it is the reason Kmart isn’t around anymore.  Remember your USP is a differentiator.

That’s all folks…

Now that we’ve covered the basic premise behind the USP you can see that it clearly differentiates itself from the idea of a tag line.  All-in-all a USP will outsell a clever tag line every time because it focuses on the consumer needs and your ability to meet them.

Again, don’t make it more complicated than it has to be!  It should be a fun task and it should be educational.  Bring in friends to help you brainstorm.  Ask for feedback or survey your customers to get ideas.  Defining your USP is a marketing must, so get to it!

(A great resource for working on developing your USP is the book “Differentiate or Die” by Jack Trout.)

Hey Wait!!!  Are you on the list?  You know the 10 Minute Marketing Motivator list? What! Well, scroll up and get on the list…go on now…