All posts by Jay

Art Association Needs Help With Gallery Name

Names + Taglines

Our non profit Art Association has been in existence for over 20 years. We have recently expanded our community involvement, but still have very little attendance at our main fundraiser from outside our membership and their friends and family. Recently, we have been offered the opportunity to have an empty store on a small street that is part of the main entrance to our city’s only major shopping mall from which to operate an art gallery. Besides displaying art, the group envisions having art demonstrations, workshops, and art related activities. The art association has a name which includes our city name, such as Santa Susana Artists’ Association. There has been some heated debate that the name should be the Santa Susana Artists’ Association Art Gallery. On the other side, there is thought that the name should be short, catchy, peak interest, invite further investigation and be easy to read from the street. A name such as ArtYourLife or Atmosphere are examples. If such a name were chosen the Executive Board still wanted to include the words .. the gallery of the Santa Susana Art Association or simply the SSAA Gallery in a smaller font or type than the main name. It should be noted that the association had a gallery in the past with the name of the group and it closed its doors after 2 years because of being in the wrong area of town. Also, there is some concern that the name of the gallery with the groups name immediately conjures up the thought of having only amateur art. We are hoping to receive some input. Would you kindly give us advice on a name and your reasons? Thanks so much!

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Jay’s Answer: The name alone is unlikely to inspire someone who knows nothing about your gallery to stop. If the art is by local artists, and local shoppers are interested in local artists, then focus the name on that. If the art highlights a specific style or subject matter, focus the name on that. Why do you existing fans love your association so much? What is the compelling reasons for people to keep coming back and recommending it to their friends? The words they use no doubt contain a kernel of a great idea for you to leverage.

Need A Catchy Tagline For My Online Boutique

Names + Taglines

I am in the process of launching my online boutique and would like ideas for a catchy tagline to entice folks to take a look around my shop. My boutique’s name is Peace Love and Paisley. All of my items are handmade and span a wide variety of products, such as: decoupage wall art, sewn baby gifts, monogrammed clothing, plush owls, baby shower diaper cakes, key fobs, ID badge reels, some jewelry, etc. I have ADD, so my mind is ALWAYS going 100 mph and prompting me to take on a multitude of projects. =) Thanks, in advance, for your brilliant ideas!!! =)

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Jay’s Answer:

  • 100% Handmade Boutique
  • An Artisan Boutique

Name And Tagline For Boudoir Photography Biz

Names + Taglines

Hi. Getting started in boudoir photography. So far I’ve come up with Allure to use in the name. I want to use something other than boudoir, i.e.: Allure Boudoir Photography. The tag line I’ve come up with is “Do You”. Any ideas for a name and tag line? Thanks

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Jay’s Answer: Where are you located? Can you use the location/region name in your name (“Alluring Photography of Hartford”)?

or, go a different way entirely, such as:

Capture Your Sensual Self: Beautiful Boudoir Photography

Tagline For Casino Plan

Names + Taglines

I need a tagline for a health and wellness program for a casino.

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Jay’s Answer:  Given the limited information you provided, here are some suggestions:

  • Take no chances on your health
  • Jackpot Health / Wellness Program
  • Lucky Healthcare

Marketing: Lipstick On a Pig?

Creative Business Ideas

No More Marketing Lipstick on a Pig

(Photo by Brent Moore)

Marketing is often viewed as (a sometimes necessary) evil: fear promotion + gullible customers = money. So, you want to be doubly-sure that your company’s marketing is truly making a bottom-line difference.

First: Make sure you have a great offering. It’s all-too-easy to craft a clever marketing campaign that makes what you’re selling sound incredible. But if it isn’t, people will quickly discover  your deception. Your short-term sales will turn into a long-term revolt against your business. If you’re not sure what you’re offering is great, test it. Give it away. Have extended free trials. Hire independent auditors to evaluate your product against your competition. Hire secret shoppers to audit the shopping experience. Post your home phone number for people to call you in case they’re unhappy. Ensure what you’ve selling is truly remarkable.

Second: Make sure you develop a fan club. It’s not sufficient to sell one thing to one person. You want to create a domino effect – one sale begets another. When someone purchases from you, ask the question, “How will this purchase fit into your (business) life?” You want to understand that if your software is part of a CRM system they’re developing, how it’s being used (and why). Or, the custom jewelry they’re buying is for a special movie gala they’re attending in the city. The more you know about your client’s needs, the more you can help them succeed. And nothing breeds fans like success.

Third: Share success. Remember, your offering isn’t about you. It’s about them. So, when one of your customers succeeds, get permission to tell their story. You’re not the star – they are. You’re in the supporting cast for their win.

If what you’re offering is poor, don’t waste your time (and your prospective customers’) trying to dress up the “pig”.

Speak With Passion: Slowing it Down

Creative Business Ideas, Speak With Passion

Slow Your Speech Down

(Photo by LaserGuided)

After spending a lot of time memorizing your speech, the last thing you’ll probably think about is your speech’s pacing.

It’ll be hard for to remember that just because you know what you’re saying, your audience won’t likewise quickly understand your message and fall in love with you. When you start talking, you’ll likely get a big spike of adrenalin, which will naturally cause you to talk faster than you intended, and faster than your audience can process your words.

Your audience is also likely to perceive that a speaker whose words are racing as nervous, afraid, and insecure. They may try to keep up with the too-fast speech, and realize that it’s simply too hard. And then they’ll tune out your speech. Your hope for success has effectively landed on deaf ears.

When you start your speech, pretend the audience isn’t full of native English (or whatever language you’re speaking in) speakers. Speak slowly so they can understand what you’re saying, using words that are familiar to them. If you’re unsure if you have the right pacing, keep track of how many words per minute (wpm) you speak. If you speak consistently too slowly (under 120 wpm), your audience may think you’re stupid or are talking “down” to them.  So, use as your starting point 130 wpm.

Tip: Use your pacing to infuse your speech with passion.

Lemons & Lemonade Marketing

Creative Business Ideas

Making Lemonade With Lemons Marketing

(Photo by Christine Kirk)

Imagine…You just graduated from culinary school, poured your lifetime of savings into a new restaurant in your home town, and people start regularly coming in to enjoy a fantastic meal. But one day someone asks if you’ve seen a new review on Yelp that gives you a strongly negative review. How do you handle the negative publicity?

You’re probably curious to find out more about the negative experience someone had in hopes of solving a small problem before it turns bigger. Maybe your pride has been hurt. You might want to find out if “that guy” has a personal grudge (or is a competitor of yours’). You might even worry that others will read the review, and start crossing off your restaurant before they even give it a try for themselves.

If your offering is indeed “awful”, no amount of marketing will help change the perception (see Marketing: Lipstick On a Pig?). Fix the awful problem first, then attempt to change the perception.

But if you’re confident in your value and creative, you’d take the negative and turn it into a positive marketing opportunity. By highlighting your offering as “the worst” that one guy had cast this reviewer in the minority and tells your whole story simply (“It’s not us. It’s them.”).

If you don’t do something well, then state that upfront in your marketing. While conventional wisdom is to not showcase a weakness, by stating yours makes the rest of your marketing more believable. If you’re honest enough to say “don’t come to us for this“, then when you say, “We’re the best in that” makes your claim much stronger.

So if you’re lucky enough to be in business long enough to get negative reviews, focus on their value. Nothing spreads like bad news. Therefore, piggyback your positive message onto their negativity to achieve a memorable message for your own benefit.

Catch Phrase For Student Housing Developer

Names + Taglines

I need a tagline for an on-campus Student Housing Developing company. We will be sending marketing material to Universities and Colleges, in an effort to have them consider hiring our company to develop new/additional On-Campus Student Housing complexes. I need to appeal to administration – and need to get them thinking about how additional on-campus housing could help their university enrollment. The following is a list of “What’s in it for the University to consider more housing”:

  1. Student Housing has a tremendous effect on a student’s success and education, and there is a direct correlation with increased enrollment.
  2. Experiences gained by living in on or near campus are an invaluable part of a student’s education.
  3. On campus residents are more likely to be involved in activities and use campus facilities, reinforcing their satisfaction with their university experience.
  4. More social interaction with administrators and faculty, which leads to a deepening of interest and focus on their discipline.
  5. Students who live in campus housing consistently persist in their studies, as well as graduate at significantly higher rates.
  6. A deeper sense of “school pride” is also present, contributing to a student’s sense of belonging.

Once I get the Universities attention (and business), we will move on to appeal to the Students and the Parents. Thanks for your creative thoughts (and taglines!). The name of the company is “Annex Student Living”

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Jay’s Answer: The “What’s in it for the University to consider more housing” list isn’t likely to resonate for your target audience, which means even if people were to open your email, it’s unlikely to be acted upon. And once you’ve been ignored, they’re likely not to be receptive to future communication as well.

My suggestion: start by getting clear benefits for the admin folks. If you’re unsure about this, ask previous clients why they chose you. Also, why not interview a few of your target market to better understand why they would (or wouldn’t) be interested in your services?

Experienced Realtor Looking For A New Tagline

Names + Taglines

I am an experienced Realtor who is starting up in a new market. I am rebranding myself and looking for a new tagline. I am detail oriented and pride myself in providing my clients with consistent communication throughout their real estate transaction. I deliver extensive research to my buyers – so they can make smart purchases – and to my sellers – to ensure their home is price compellingly.

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Jay’s Answer: While it’s great you have all these qualities, these aren’t primary in the minds of your prospective clients. They’re wanting to deal with someone who’s a great negotiator, who knows the market conditions/supply, and specializes in something more than single-family homes (for example, single-family “green” homes). What can you say about your “unique” abilities that matter most to your clients? If you’re unsure, ask a few of your most recent clients why they chose to hire your services.

How Can My Institute Get More Students?

Publicity

I am running one professional legal, taxation, commerce institute but the same is not being able to get response in the public, though 285 students so far took admission and I provided them adequate placement.  Please do advice how shall I proceed for advertisement, whether I should:  distribute leaflet,  display in the newspaper, display local TV channel, road side hoarding, or something else?

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Jay’s Answer: Since you had 285 students already, I’d suggest now’s the time to re-contact them to find out what media they’re interested in (since you’re looking to find more people like those that already enrolled in your program). Other suggestions may also include: social media (Can you post responses/write articles on forums that future students actively visit? Pay-per-click (based on your region + search terms?), co-marketing (what other services are prospective students looking for?), open-houses, telemarketing, contests, etc.