INTERNET MARKETING: 5 Telltale Signs That Your Tagline Is Tired

Internet Marketing with Joyanne Sloan

5 Telltale Signs That Your Tagline Is Tired


When it comes to forming a successful Internet marketing strategy, it's important that you have both an effective way to drive traffic to your site and the appropriate components that serve to convert those anonymous visitors into paying customers.

The truth of the matter is that you have mere seconds in which to engage your prospects before they click away. There are myriad reasons why people abandon a particular website but regardless of the cause, it remains an all-too-frequent problem that deserves your full attention.

When Web surfers quickly close the browser window it's known by we Internet Marketing types as a 'bounce rate' and your goal should be to reduce your website's bounce rate as much as possible. Accomplishing that can be done with several methods, perhaps the simplest of which is crafting a useful, concise and relevant tag line.

Tag lines or slogans too often fall into the categories of witty, silly or downright useless.

Here are the top 5 signs that it's time to retire your tag line in place of a far more powerful Unique Value Proposition:

It's Flat
The point here is not to have a plain (and dare I say boring) description of your business or service. Merely telling your customers what type of industry you're in accomplishes little.

It's All About You
Avoid the tendency to inflate the merits of your products or your people. Those who include the suggestion of superiority such as “Sonoma County's #1 Real Estate Agent”, will encounter rampant consumer skepticism.

It Doesn't Distinguish How You're Different
The goal of your tag line is to convey to your would-be customers that you have something of unique value to offer. Bear in mind that saying “we're different”, does not mean that you should say “we're better”. Be certain that whatever value you do bring is relative to your clients rather than your competitors.

It Doesn't Address Any ONE
In this economy, you may be happy to have any business at all. However, it's extremely helpful to identify who your target audience is and refer to them in your value proposition (tag line). For example, in my tag line 'Putting you in control of your business, your results, and your future', it's quickly apparent that my customers are business owners and entrepreneurs.

It Doesn't Speak To Their Pain Point
Because your tag line is focused on your customer and not on you, your credentials, or your superiority... you'll want to turn your attention to the problem or pain that you resolve for your customers. Referring again to my own value proposition, you can see that it clearly speaks to the anxiety experienced by small business owners who suffer from a lack of control over their lives and livelihood.

In the end, crafting a truly excellent and engaging Unique Value Proposition takes some time. Remember to keep it short and sweet. Eliminate any and all unnecessary words because it's not an elevator pitch after all. Do sit down and come up with some variations on your tag line and then pass them around to your best customers and colleagues for their valuable input.

Above all, keep in mind that time is truly of the essence when it comes to the Internet. Speak clearly and boldly to those people whom you wish to serve and tell them how you intend to give them some much-needed relief. When you think about it, selling anything usually comes down to providing pleasure or avoiding pain. If you can deliver that message in the shortest amount of time possible, you not only stand a good chance of keeping that visitor on your website, but of trumping your competition time and time again.

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Joyanne Sloan is a strategic marketing expert sharing insights on effective Internet marketing for low-tech entrepreneurs. Her articles and information products provide practical, plain-English marketing solutions that get real results. For private consulting, you may reach her at 206.388.3882 or by e-mail at synergyseattle@gmail.com

For more information, please visit Joyanne's TNNWC Bio.

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INTERNET MARKETING: 5 Telltale Signs That Your Tagline Is Tired