Since taglines are often attached to logos and the first words users see on a website, speaking that truth, to the right audience, is a chance to lock down an initial connection, and transform visitors to converting customers...A tagline is so much more than a few words — it’s Step 1 in the conversion process. It’s your meet-n-greet. The chance to say to your customer, “I know who you are. I have what you need. I know how you feel.”
When designers are sketching logos, copywriters are scribbling taglines, and developers are mapping out templates, goals are in the forefront. Everything from colors to coding is connected by a brand’s aspirations.
For those of you who haven't jumped aboard the Finely Crafted bandwagon, now's as good a time as any. In Season 2, we turned the focus back on ourselves and on the branding process we walk our clients through.
It's my belief, and a shared belief amongst our team, that full transparency into who we are and how we work can and does contribute to us doing our best work. We want people to feel confident that we're the best fit, even before they pick up the phone or send us an initial email.
During our Understand Your Brand (UYB) workshops, we dedicate time to literally drawing an ideal customer. Not an artist? No problem (my faces are consistently frightening). The point is to articulate, visually and in writing, the traits belonging to your perception of the perfect persona.
What I learned fairly early on is that selling isn't about selling at all...when you believe it. Selling a conversation. Selling an explanation. Selling is about explaining value that can't be argued. Selling is about listening and asking the right questions. Selling, at its core, is about caring and giving a damn.