It’s almost 1 year that I have started a freight forwarding company, and I have pumped in almost half a mil but I haven’t broken even yet. We are international freight company and we ship everything to everywhere, but our goal is getting contract from manufactures for import or export, the problem is I don’t know what exactly should I say while contacting them so it would attract them for a meeting?

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Jay’s Answer: Instead of calling new accounts to sell them, call them to find out how (or if) they use freight forwarding. If they don’t use it, then you have a great opportunity to teach them how teaming up with you can be a big money-maker for them. If they do use it, ask who they use, what they like about it, and what it would take them to switch. Don’t try to sell them just yet. Just collect the data initially, and keep in touch with them as you move toward their "tipping point to switch".

We are the successful distributors of a well known brand in Engineering Design Automation and our products are accepted more in the markets at national level. We are in the process of building a team to create new markets for obvious reasons. We invite your creative/innovative suggestions on making this project more successful.

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Jay’s Answer: There are 2 main directions to go in: extending your existing market (by offering add-on products/services) or building new markets (by leveraging/repackaging existing products/services in new ways).

To extend your existing market: survey your users to find out what software/process they use before & after using your product/service. If there’s a common theme, consider either developing your own solution to that product/service or co-marketing with those companies to build the client base. Included in this strategy is offering classes/consulting for using/applying your tools.

In building new markets, this includes not only different niches, but different countries, and different computer hardware. Consider different industries, different sized companies, etc. Look for competitor companies, and see who their clients are. Might they be yours someday? If you’re planning to woo existing competitors’ clients to you, make sure your software stands up to a SWOT analysis and can import from their format. Don’t forget that localization can open up new markets through a simple process of translation of software.

I am a graphic designer. I am trying to come up with a slogan – how does this sound "We design for you with passion!" or "We design with passion for you!". I am your typical creative type, very passionate about my work and customer service!

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Jay’s Answer: People don’t want passion, they want results. They want to know that you’re easy to work with, produce great results quickly (and on budget), and intuitively can convey their minds’ eye idea into something tangible. As you know, people don’t know what they need until they see it.

Your tagline ideas suffer from two problems: 1) the mention of "passion" and 2) repeating the word "design" (which is already in your business name). Taglines should focus on the benefit of your services.

Therefore, consider some of these taglines:

• Your Ideas + My Designs = Great Results
• Get More Customers With Better Graphics
• Enhancing Your Business Image
• I Listen. I Create. You Look Good.
• I Make Your Business Look Good
• When Clip-Art Just Won’t Do

We are starting a business for which people will get a lot of information via our website. The problem is, the name that we want to use is parked. We paid Godaddy to give us an estimate of what it might cost to have this name with .com, .net etc. The .com name, they estimate could cost between $2,000 and $9,000.

My question is, have there been any studies done where we can see the validity of spending this kind of money in order to secure a name. In other words, is it going to be a worthwhile investment to secure the name? My gut tells me it is because this is the name people naturally think of without any prompting when we tell them what we are all about. I’m assuming that we eventually would educate potential buyers about any name we choose. After all, what does Pepsi mean? BUT, it also seems to me that it would be so much easier and FASTER to name ourselves what people naturally would call us and use to find us on the web.

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Jay’s Answer: If the name wasn’t taken, and it’s the name people think of off-the-bat, I’d suggest taking it.

Given it has a $2-5K cost, you need to evaluate if it’s worth it to your business long-term. If your competitor got this URL, how would that affect you?

I recommend to my clients that they pick names that are easy to spell and remember. That’s what sticks in people’s brains when they’re talking to each other. If you are a for-profit company, get a .com suffix.

Names are what you make of them. Ideally, the URL matches the company name. If not, people who type in: yourcompany.com and get a different website may wind up at your competitors’.

I am developing a new brochure and need a new tagline for this changing real estate market in Southern California. I would like an "action" tagline and have come up with the following and don’t love them:

I am very professional and offer a lot of service- I have been told I am much more of a consultant vs a hard core sales person. Below are my potential taglines:

• Focused on Results
• Bringing your Dreams Home
• Making it Happen
• Making Real Estate Happen
• Helping you Move in a New Direction

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Jay’s Answer: People hire real estate experts for two things: to sell and to buy property. Buyers are looking to hire someone who can help them find their property quickly and negotiate a great price. Sellers are looking to get the fastest sale, with the fewest restrictions, at the best price.

Key questions :

1. Are you targeting buyers or sellers? While you can certainly provide service to either market, who do you want as your clients?
2. Your website indicates you’re focused on homes (not commercial) property, right?
3. All realtors claim great service, that they can do it all, etc. What have you done that backs up this claim?

Remember that a tagline hopes to capture the essence of what you do in very few words, so it can stick in someone’s mind. Answer the key questions to create an on-target, benefits-based tagline. Make sure that the key concerns of the buyer/seller are also addressed.

Here is a quick analysis of your potential taglines:

• Focused on Results – Results of what? Isn’t everyone?
• Bringing your Dreams Home – A clever play of "dream home", suitable for a buyer. "Bringing" is vague, and it doesn’t help tell the reader what you do.
• Making it Happen – What is IT? Very vague.
• Making Real Estate Happen – Very vague.
• Helping you Move in a New Direction – Another clever play on words, but it doesn’t really say anything.

Our bidets fit on any existing toilet and can dramatically reduce the need for toilet paper. I have approached hospitals, nursing homes, decorative plumbing showrooms, and contractors with little success. Our sales are abysmal. We have the best looking bidet out there our price is right in the middle compared to our competitors and still we are dragging. I have approached the medical field etc. We even have high rankings under all the major search engines. Please help!!!!!

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Jay’s Answer: If you have high search rankings, how’s your traffic? How many people search for bidet monthly?

A bidet is a product that’s ahead of its time in the US. Many people haven’t seen one, and few have used one. If they haven’t used it, odds are they won’t want one. Therefore, having people have the experience of using one would be ideal.

Start with a niche that needs your product: people suffering with hemorrhoids. A bidet is ideal for them. Start locally – your local proctologists, colon specialists, etc. Perhaps install one in their office bathrooms, etc.

I am the CMO of a new social networking site (similar to that of myspace or facebook) but we are paying back 100% of our net profits to the users.

We launched our open beta at the U of M campus in Michigan. We are doing a Big Ten Promotional tour, along w/ Monster Energy Drink. We are passing our promotional cards out that give users a 500 point bonus for signing up. (Points are how we monitor how much profit sharing you are alloted). The top ten point earners during our beta round win an iPhone. the top point earner from each campus while we are there (two week period) also win an iPhone.

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Jay’s Answer: The problem that I see is that you’ll get people to sign up (to win a prize) but people will continue to use their default social networking site to communicate with their friends.

Focus on what will make your site better than your competitors, rather than simply getting sign-ups. That way you’ll grow your traffic, not just your membership.

I need some help in coming up with a slogan to promote healthy eating that is aimed at young teenagers and their parents.

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Jay’s Answer: The slogan should focus on the benefit to healthy eating: reduced acne, better night’s sleep, better grades, more energy, improved mood, etc.

• Coffee, Chips, and Soda Don’t Create Winners
• Eco-Friendly Energy For Your Body
• Look and Feel Better Eating Smarter

I have Word and Acrobat, so I can create it and PDF it, but how do I make it look sharp and professional (pictures, layout, etc)? I plan to offer it to business professionals from my web site, so it needs to be at top consultant level.

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Jay’s Answer: Layout is an art. One of the easiest way to get going is to find a layout you like and apply it to your needs. Look at fonts, spacing, line width, paper size, headers, footers, indices, table of contents, etc. There are a myriad of details.

Also, realize that if it looks like everyone else’s reports, then it won’t stand out. It’s important to know when to go with the flow, and when not to.

Need catchy tagline for parking garage consulting firm.

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Jay’s Answer:

• Efficient and Maximum Car Utilization
• We Auto Know It All
• Maximum Parking Efficiency. Minimum Planning Hassle