Look at the following picture outside Trade Aid’s central Wellington shop. Then check its tagline (which indeed is the first thing you see) Hand made change Three words that combine to make a distinctive, different and desirable message. Not only does it reflect the change that Trade Aid is helping to bring to under-developed economies, … Continue reading A tagline…nailed
Category Archives: Secret Sauce
Or, why your tagline needs to nail your company’s promise If your company name doesn’t indicate what you do, then the tagline, sometimes known as a slogan, is especially important. It needs to be distinctive and different; and that’s what makes it valuable. That’s because it is the start of your conversation with your customer. … Continue reading Would you start a story by giving it a misleading headline?
Simplicity thrills, complexity kills. And, somewhat paradoxically, the shorter the message, the more effort it takes to refine it to simple. (That’s why an organisation’s tagline – the two to five word description, promise, ‘story’ after its brand name – can be so tricky to distill). But what must a message contain to be considered … Continue reading Why your message has to be simple – and how to make it so
The problem with many messages, from taglines to web home pages, is they try to say too much. Instead of presenting one clear argument, a proof, of what’s on offer, you get mixed messages. For our relatively straight-forward minds, which are always attempting to sift and categorise information, this is really confusing. Indeed, such is … Continue reading Why your message can only have one central truth
This is a blog, business and belief in better messaging. It is predicated on one main premise – we’re all selling something. Therefore, the messages, the stories, we tell about our products and services, matter. Why? In today’s instant and digital world, we have limited time to capture and hold people’s’ attention. We move on, … Continue reading Why your messages that matter, matter