A couple of days ago, I met a marketing consultant who belongs to the same networking group that I do. He took a look at my tagline and essentially said—“The tagline should not be about you, but about your client. What you have here is how you see your business, not how the client sees it.”
Light bulb moment!
Then, this gentleman asked me a series of questions to get me thinking from my clients’ perspective. First, who are my ideal clients?
They’re you: Business owners in the garden center, hardscape, landscape, lawn care, and other green businesses. In other words, this seasoned marketer asked the kind of questions that put me in your shoes.
I took that business person’s questions and used them to brainstorm a new tagline: Growing Your Business, One Word at a Time.
Does this help to solve your problem of getting words on the page and out to your audience?
I’d like to think so. But if I’m missing the mark, please email me at firstname.lastname@example.org.
Through my tagline, I’m trying to communicate that I’ll help you bring in more business and elevate you to expert status through the use of my words.
In today’s business world, it’s imperative to have a website. Yet, not only do you need a website, but you also need to regularly add fresh content in the forms of blogs, case studies, white papers, etc. to keep Google happy.
So, it stands to reason that you may need a writer to consistently communicate your message to homeowners, property managers, HOAs, etc. about the value that you bring to their properties through professional lawn care, landscape, and hardscape services, as well as nursery grown products.
How about you? Do you step in your ideal client’s shoes and find out what motivates him to invest in your services or buy your products? And if you did walk around in your client’s shoes, did it help you better nail down your marketing message?
Here are some questions to get you started to discovering your tagline:
- Who is your ideal client?
- What are his or her landscape or lawn care problems?
- If you’re in the hardscape business, how do you meet your clients’ dreams for an outdoor kitchen, a lighted deck for entertaining, or designing an outdoor place that flows from the swimming pool to the bar?
- Finally, how are you going to let your ideal clients know about the problems you solve or the dreams you design?
Think about these questions—have a brainstorm session with your sales force, and see what all of you come up with, and then, narrow it down to its simplest terms to create your tagline.