A great slogan artfully articulates your extraordinary promise of value with brevity of communication. The trick is to create a clever slogan that instantly sticks in the mind of your target market and triggers word-of-mouth advertising.
In Part 1 of this article series we challenged you to identify the business category of this 3-word slogan:
FINDER OF KEEPERS
This is one of the advertising slogans for the market-leading matchmaking firm in North America, Selective Search. Their tag line, which consistently accompanies their logo, is, “Executive Search Meets Personal Matchmaking”. In just 5 words they communicate their unique value proposition here as well.
“Meet Your Future” (just 3 words) is the name of their proprietary process for helping their clients find true love. Selective Search claims to have the highest success rate in the matchmaking industry.
Most real estate professionals do not realize that it is not just your immediate sphere of influence that encompasses your referral base. ANYONE in your marketplace who may know a buyer or seller currently in the market can become a referral source! Here we are, a happily married husband and wife business team, spreading the word about a matchmaking service just because their slogan is remarkable.
Can you see how empowering all of your potential referral sources with a remarkable slogan that communicates your extraordinary promise of value can help you or your company gain or sustain market leadership? We hope we made our point in fewer than 250 words.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International is the leader in brand strategy for the luxury real estate industry. They work exclusively with professionals who are passionate about gaining or sustaining market leadership. With an expertise in personal branding, company branding, luxury real estate website design and social media marketing they help their clients become the breakaway brand in their marketplace.
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