Taglines are an easy way to convey what your business is all about. Tag lines can also resonate with your audience, and even build a loyal following. Who doesn’t remember the Nike slogan to “Just do it”. When you think about it, it was more of a mantra and a lifestyle choice.

So how do you go about capturing your essence in one phrase?

The key is to use your tagline or slogan to tell the world how you are different and unique. And what your business stands for. Your tagline might mention how you are eco-friendly, or are focused on customer service, etc. To create a tag line you should be looking for a phrase that captures your essence in 7-9 words or less. You want to keep it short so it is very memorable, and even more importantly meaningful.

Tips for crafting your Tagline or Slogan

a) Keep it easy to read and short
b) It should be positive, and long lasting. You want to reuse your tag line for years.
c) Keep it visual and on all of your marketing materials
d) Refrain from using your business name. Since you will most likely place your tagline underneath or around your logo and business name.

Do you need some inspiration? Here are some of the best examples.

• Got Milk? (1993, California Milk Processor Board)
• You’re in good hands with Allstate (1956, Allstate Insurance)
• Don’t leave home without it (1975, American Express)
• For everything else, there’s Mastercard (Mastercard)
• We are a service company that happens to sell shoes (Zappos.com)
• For life. (Volvo)
  

Your new slogan should convey what you are promising. Whether that be a better experience as in luxury products, or perhaps better customer service. If your positioning and marketing convey you are the best value. Then your slogan needs to convey that.

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• Using Customer Testimonials to Add Credibility to your Business

Customer Testimonials are great at establishing credibility and authority, which are two key elements in a customer’s buying behavior. As long as the testimonial is genuine and can relate to the prospective buyer. As an example, if you see a local small business owner giving praise for your customer service or product support and you yourself are a small business owner looking for better customer service from your supplier this will resonate with your prospect. Even better yet if the testimonial is from a business in the same industry as your buyer, because that will help to tip the sale in your favor.

Testimonials are also perceived to be unbiased because they are from a third party, and can motivate your buyer to act.

Key points to remember when providing Testimonials:

1) Website Coverage
When adding testimonials to your website many companies place these on their homepage beside head shots of people to represent the customer.  If you have a bunch of testimonials you could place them in a sidebar or even in a dedicated section on your website for testimonials.

2) Great for Sales Copy
Testimonials help to cut their the clutter of your sales brochure and help to show how your business helps your customers. From the voice of the customer directly. This is almost as good as a customer reference speaking to a prospective buyer directly.

3) Newsletters
You can add testimonials section to your newsletter  for “what customers have to say”, to further convey what sets your business apart.

4) Email and Confirmation Messages
Adding testimonials in your order confirmation email, or shipping notice emails you could provide additional testimonials to remind customers why they are buying from you. Which will add that extra perceived satisfaction.  Perhaps your testimonials talked about your return policy or fast shipping, the testimonials inserted in these communications will drive home that your business is easy to work with and stands by their claims.

5) Endorsements
Endorsements are actually the best kind of testimonial because they add credibility to your business. Industry leaders, public figures, writers or even bloggers if they are known in your industry and have an established following. You better use an endorsement to your advantage as they can be hard to get.

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