It all began when our graphic designer, Kristin, poked her head into my office to ask me a question.
She was editing the copy that we have on our shop’s official stationary, and she wanted to know if we ought to change the shop’s tagline to something else.
For years, our shop’s tagline has been, “Your helpful, best value printer!” However, I now see a reason to change it.
In marketing, there are two types of advertising copy: Features and benefits. Features tell the customer all about you, your product, what you are like. No thought at all is given to what the customer actually wants, or what he could gain from purchasing the product.
Benefits, however, tells the customer exactly how your product or service would help the customer. Benefits marketing tells you how you could personally be better off from buying that product or service. Benefits is entirely about the customer.
One prominent example of benefits marketing is Burger King’s old tagline: “Have it your way.” Similarly, IHOP’s slogan is, “Come hungry, leave happy.” To use a non-fast food example, L’Oreal, the perfume company (I had to look this one up, I swear), has this: “Because you’re worth it.” Nice.
Compare this to the tagline for BMW, which is, “The Ultimate Driving Machine.” Okay, so you think you have a great car. Why should I care? I only have so much money. Why should I blow forty-grand on your product just because you obnoxiously shout at me that it’s “The Ultimate Driving Machine”?
Almost as bad is Wendy’s newly inaugurated tagline, which is, “Deliciously different.” Please. Everybody says that about their restaurant’s food. Is yours really any different?
I could go on for ages about this, but I won’t bore you. If you want to play that game, check out this link and tell me what you find in the comments section.
Getting back to our own shop’s tagline, it is plainly a features tagline, not benefits. But because there’s nothing wrong with a little fun, we have a proposition for you, dear readers:
You can be entered in a contest to win $1,000 in printing services for either your business or your favorite local charity in three easy steps:
First, come up with a new tagline for the shop – Yes, that’s right, we’re throwing this issue to you, our loyal readers, clients, friends, and neighbors! We would love your input on this!
Second, send that tagline idea to us – I would suggest that you send a Personal Message to us at our pages on Facebook and Twitter. You could also send it to me directly at firstname.lastname@example.org. Just make sure to write “Tagline contest submission” in the subject heading.
Third, hurry up and wait! – Until we announce the winner, get the word out the word out that we’re having a contest and come up with the best tagline you can think of!
The contest will close on August 31, 2016, at 12:59 PM. The big winner will be notified no later than September 9, 2016.
Marketing Director at the Renton Printery. Providing commentary on local and business news, along with notes on the state of the shop.