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#07 - The 11-step exercise to formulate a clear tag line

  1. Define your product or service offering: Start by making a list of your products or services and their key features. This will help you better understand what you are offering and who you are selling to.
  2. Identify your competitive advantages: think about what makes your products or services unique and why your Ideal Client should choose to work with you rather than a competitor.
  3. Set your goals: Determine what you want to accomplish with your web marketing strategy and how you will get there. This will help you target the efforts you need to put in place that will be most effective in achieving your goals.
  4. Profile your Ideal Customer: think about who your Ideal Customer is in terms of demographics (age, gender, income...)
  5. Write multiple versions of your tag line: Use your information about your product or service offering, your competitive advantages and your goals to write multiple versions of your tag line. Try to keep the tag line short and memorable, while emphasizing your strengths and what makes your brand different.
  6. Ask your colleagues or friends for their opinion: Have your colleagues or friends read your different versions of the tag line to get their opinion and feedback. This can help you to see things in a different light and to improve it.
  7. Test your tag line with your target audience: do a survey or poll with your target audience to find out which of your tag line versions they prefer. This will help you to know which version of the tag line is the most effective in achieving your goals.
  8. Select your final tag line: once you have tested your tag line versions with your target audience, select the version that got the best results and that best fits your marketing objectives.
  9. Implement your tag line: use your chosen tag line in all your marketing materials (such as your website, social networks, advertisements, etc.) to reinforce your brand image and achieve your marketing goals.
  10. Evaluate your results: monitor your results and analyze the data to see if your tag line is effective in reaching your goals. If you don't get the results you want, don't hesitate to revise your tag line and test it again with your target audience to see if there are improvements you can make.
  11. Adapt your tag line if necessary: if you notice that your tag line is no longer as effective as before or that it no longer corresponds to your brand, don't hesitate to modify it or replace it with a new one. This may be necessary if you change your web marketing strategy, launch new products or services, or target a different audience.
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