Comments on: The Second-Most Important Sign At the Airport http://www.psychotactics.com/blog/the-second-most-important-sign-at-the-airport/ Why Customers Buy-And Why They Don\'t!: An understanding of customer behaviour. Marketing Strategy Articles And Ideas For Small Business Marketing Sun, 14 Mar 2010 07:22:19 -0500 http://wordpress.org/?v=2.8.5 hourly 1 By: A Copyblogger Tagline Clinic… In the Comment Section! | Copyblogger http://www.psychotactics.com/blog/the-second-most-important-sign-at-the-airport/comment-page-1/#comment-39 A Copyblogger Tagline Clinic… In the Comment Section! | Copyblogger Wed, 09 Jul 2008 16:09:08 +0000 http://www.psychotactics.com/blog/?p=18#comment-39 [...] contributor Sean D’Souza came up with an interesting analogy for this situation, and he drew that fantastic cartoon you see above (Sean’s new blog features [...] [...] contributor Sean D’Souza came up with an interesting analogy for this situation, and he drew that fantastic cartoon you see above (Sean’s new blog features [...]

]]> By: admin http://www.psychotactics.com/blog/the-second-most-important-sign-at-the-airport/comment-page-1/#comment-34 admin Mon, 30 Jun 2008 17:35:39 +0000 http://www.psychotactics.com/blog/?p=18#comment-34 Yup, <em>what</em> and <em>for who</em> would work. I advise clients to use a problem/solution/target audience. E.g. target=small business. Problem=Not getting clients Solution=Get Streams of Clients There's a book on how to create this stuff (it's called the Applications of the Brain Audit--and it's a good read), but the key is really to get a clear message across. If it takes a simple visual, then so be it. If it takes ten words then so be it. If the client reads the tagline and can't understand what it means, then it's a waste of a tagline. Yup, what and for who would work.
I advise clients to use a problem/solution/target audience.

E.g. target=small business.
Problem=Not getting clients
Solution=Get Streams of Clients

There’s a book on how to create this stuff (it’s called the Applications of the Brain Audit–and it’s a good read), but the key is really to get a clear message across.

If it takes a simple visual, then so be it.
If it takes ten words then so be it.
If the client reads the tagline and can’t understand what it means, then it’s a waste of a tagline.

]]> By: admin http://www.psychotactics.com/blog/the-second-most-important-sign-at-the-airport/comment-page-1/#comment-33 admin Mon, 30 Jun 2008 17:32:48 +0000 http://www.psychotactics.com/blog/?p=18#comment-33 Craptacular. Now that's a new one! Love it! Craptacular. Now that’s a new one! Love it!

]]> By: Crystal http://www.psychotactics.com/blog/the-second-most-important-sign-at-the-airport/comment-page-1/#comment-32 Crystal Mon, 30 Jun 2008 16:26:24 +0000 http://www.psychotactics.com/blog/?p=18#comment-32 Great post! From what you've said and what I've read, it seems like the most powerful taglines answer Who & What or Who & Why or any two that suit. FedEx uses (used?) "The World. On Time." to tell us <i>Where</i> they ship to and <i>How</i> it's going to get there. I would mention UPS' new tagline, but it was so craptacular, I can't remember it from just a day or two ago, except to say that it didn't say anything memorable! My tagline is longer than it should be, but suitable: "Ideas and advice for the smallest businesses on the smallest budgets." <i>What</i> and for <i>Who</i>. Great post!

From what you’ve said and what I’ve read, it seems like the most powerful taglines answer Who & What or Who & Why or any two that suit.

FedEx uses (used?) “The World. On Time.” to tell us Where they ship to and How it’s going to get there.

I would mention UPS’ new tagline, but it was so craptacular, I can’t remember it from just a day or two ago, except to say that it didn’t say anything memorable!

My tagline is longer than it should be, but suitable: “Ideas and advice for the smallest businesses on the smallest budgets.” What and for Who.

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