If you have kids under the age of six, you may well have come across the Disney channel and its answer to Bob the Builder. And his name is Handy Manny. (No kids?….panic not?..just tune in at around 6pm each day!).
Here he is here ===>>
Now, Handy Manny is the handyman you would die for. You ring him up at any time of day, and he comes straight away with his seven talking tools who hop out of the tool box, singing as they work (hey, stay with me, this is a kids programme!)
Handy Manny works out the problem straight away (with no sharp intake of breath or scratching of head) and disappears off to his builder supply merchants (run by a woman). She ALWAYS has just what he needs in stock. He takes it (no paying involved) and comes straight back to fix your DIY problem straight away. No job is too small – on a recent programme he was fixing a hinge on a rabbit hutch. And the best part is, he never seems to ask for payment or sends any invoices!
Now, you can always rely on Disney to get a message across, and the one thing that’s got across very successfully with Handy Manny to all the 5 year old budding entrepreneurs out there is the importance of a strap line.
A strap line (sometimes called a tag line) is that short snappy little line that sums up in its entirety what you do, or more importantly the key benefit to your clients or customers of working with you.
Handy Manny’s is “You Break It, We Fix It“: so simple, so very descriptive, and “˜does what it says on the tin’ (another strapline!). He uses it when he answers the phone and it must infiltrate into the subconscious because both my kids know it!
So – does your strapline have this kind of effect on your clients and potential clients? Does it immediately get across the number one key benefit of working with you?
Straplines also immediately position you?this means people immediately understand what you’re about, who you offer it to, and what’s in it for them.
If you look at some major brands’ straplines, for instance: NatWest’s “Helpful Banking“, Tesco’s “Every Little Helps“, Stella Artois “Reassuringly Expensive“ and Kit Kat’s “Have a Break, Have a Kit Kat“ you’ll see how they’ve all summed what their key benefit is to their customers. Plus in the case of Stella Artois, they make you feel good about their product being more expensive (you see, you don’t have to be cheaper than everyone else to stand out from the crowd)
The one thing you’ll notice from all these straplines is just how short and snappy they are, and that’s what you need to employ for your own business.
The best way to come up with a snappy strapline that immediately communicates your key benefit, is to be completely clear on that yourself. If you’re confused or woolly, you can bet your potential customers will be too. And if they’re confused, they won’t buy.
Look at what’s at the very heart and soul of what your business offers, who you are and what kind of service you provide.
Come up with four or five words that describe this – and then start playing with ideas.
What you’re aiming for is one line of no more than six words?a line that’s simple and to the point?that explains what you do, and the benefit to your clients or customers. Just like Handy Manny’s “You Break It, We Fix It“.
Then (and I’m not sure if Handy Manny does this bit – perhaps I’d better offer him my mentoring services!) wherever your business name appears, you put your strapline too. That’s on your business card, your website, your promotional literature, your ads, your social media profiles, your Skype profile, your presentations?anywhere.
And that is a very simple way of communicating your services to the world and giving your potential customers something to remember you by.
Have a great week!
Marketing with Purpose and Passion!