I’m trying to come up with a tag line for my Consulting Business. This came up during the design of my new business cards. The company name is Pierce Consulting, Inc., which communicates nothing about the type of consulting I do. On the back of the card (and for uses elsewhere) I want a tag line to accompany what I already use, which is “Federal Contract Services” – (I might mention I’m not tied to that either.) There’s two of us in the company so we’re small, and we do no outbound marketing. All our business comes from referrals – and it’s plenty for now, and has been for the last 7 years. We work with commercial industry companies of any size, from the giants in telecommunications, document production, and express shipping to the smallest resellers and integrators that want to sell their wares and services to the federal government. Our specialty is securing these companies what’s called a GSA (General Services Administration) Schedule Contract, which is a contract vehicle that limits competition, and generally simplifies the government purchase process. The GSA has a Schedules program for just about anything you can imagine, for everything the Government buys, from granola bars and tunafish, to Information Technology, Office supplies to Air Craft Carriers to Neurosurgical Navigation equipment. We prepare a proposal for the company (in accordance with the incredibly confusing, ridiculously long – 100-300 pages of strict instructions and requirements of the GSA’s solicitations), and negotiate terms, conditions, and pricing on behalf of our clients. It’s about a six month process when you know what you’re doing, and we do, and a year or more, or never because your offer is rejected for non-compliance, if you don’t. Companies don’t have the luxury of time to work through the administrivia and red tape, or deal with the varied personalities of GSA’s personnel, they just want the contract quickly so they can go forth and sell. Not glamorous consulting, but in high demand. There are lots of large consulting firms and legal entities that do this, especially here in the Nation’s Capital. We’re not the biggest, not the cheapest, but we are personally
committed to each client, de-mystifying the process from proposal prep to contract award – and we do the majority of the work required throughout the process. What six or seven words convey all that?

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Jay’s Answer: Thanks for a very thorough background to your problem!

You’re right that your business name does nothing to help clarify what you do.

“Federal Contract Services” is vague but does describes what area you operate in. A tagline needs to focus on the benefit to what you do. Here are some ideas to get you started:

• Cutting Through Federal Contract Services’ Red Tape (note: “cutting through” can be a play on “pierce”)
• Simplifying GSA proposals
• Improving B2G (Business-To-Government) Sales

We provide national security solutions to governments, hence the keywords use now will be strength, integrity, security. The internal team has came up with taglines such as “Your integrity, our priority”, “Security is our Main Priority”, “Leave your security headache to us”. etc. but all has been rejected.

How do i get the message across to the government officials?

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Jay’s Answer: As you know, there’s no such thing as total security. So focus on the benefit of your specific offering:

• Keep Government Secrets Safer
• Protecting Country Borders
• Communications Without Eavesdropping

I am looking for a name, describing a golf and curling facility. The facility is used during the summer as clubhouse for the golf club and in the winter the curling rinks are used as well as the pub for after curling.

The curling club is rents the ice time at the facility, so we can’t name it XXX (X= name of the city) golf and curling club, as the club is independant and has used the name XXX (name of the city) curling club for a long time. Therefore I am looking for a name, describing the golf and curling. In the wintertime, the facilty also offers cross country skiing on the golf club.

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Jay’s Answer: Given that you want to mention both curling & skiing, why not: XXX Golf & Winter Club

Alternatively, use the tagline to mention the golf, curling, and skiing that you offer, and leave the name as “The XXX Club”?

I have decided to start my own business in large metropolitan area in Ohio. I have decided to call the business “Organized Chaos” and am looking for a tag line which in 5-7 words explains that I will clean, organize and de-clutter their home or office space……

I would love to hear your ideas and thoughts!

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Jay’s Answer: I’d suggest adding a reason for decluttering to the tagline:

• Make Your Home/Business More Efficient
• Hope For The Terminal Home/Business Mess
• Save Time and Money at Home & Business

I am looking for a Personal Training Business name, which I would then like to use as a web domain name.

I would like to target the corporate market, as that is where I have most of my leads. Older (over 30s) professionals who only have an hour or less a day to exercise. They prefer to avoid gyms, and would like to work either outdoors or at home/studio, away from the gym junkies. Of course I can train anyone else. But I have a database of this type of target market. I can focus on giving the client a complete strength body workout in about 30 minutes. I emphasis clean, correct techniques for the workout, which is where the results are derived from.

The clients I have spoken to don’t want a fluffy name (and of course, neither do I). Just something that is professional, and down to earth. I am located in Melbourne, Australia. In terms of names, I am looking for something inspirational, dynamic, and that says that I will push them beyond their limits without spending too much time exercising.
Some of my original ideas were:

• Beyond Boundaries Personal Fitness and training (my original preference, but it has been taken)
• Inner Core
• Phoenix Fitness
• Mission: Fitness
• Body by Mel
• Dare Fitness
• Healthy U
• Forever Fit

However, some of these names have been taken, and I am not too happy with the rest of them. They don’t seem to grab me. I liked these names because they were short and to the point. They conveyed a simply, yet direct message (at least to me). This might sound a tad silly, but I am after a name that I can be proud of.

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Jay’s Answer:

The following focus on the corporate demographic:

• Improved Corporate Strength
• Stronger Business Minds & Bodies
• Corporate Muscle
• Professional Muscle

These are more targeted to the “quick” aspect:

• Fit In 30 Minutes A Day
• Fit Quick
• Private Fitness

We are starting a small used car lot in NC. It will be geared to any race, nationality, sex, etc… We will focus on “buy here – pay here” selling strategy, but will also sell outright (cash) if the customer wishes. We will try to stay with vehicles around 8k and under, but may at times sell boats and campers – just really what we think will sell in our area. We will be located in a fairly small town of around 5K, but will be just outside of a large city of about 70,000k. We will advertise in both areas. Need a name that shows the quality cars we will sell and that we will work with any credit.

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Jay’s Answer:

• Simply Used Cars
• Used & Useful Cars
• A Used Car For Everyone

Can really use the help in coming up with a simple yet effective tag line for our soft goods focused website — www.istorez.com. So far we have:

• Brands Trends Value.
• Store Specials Brought to you Daily.
• Store & Brand shopping.

Nothing has really resonated so far..

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Jay’s Answer:

• We Uncover Latest Trends. You Win.
• (We Create) Your Personal Mall Experience
• Online Shopping Without Getting Malled.

I am in the beginning stages of offering marketing services to the clients of the cpa firm I work for. Our company name includes the names of the “partners & company”. I am trying to find a clever and catchy name for my consulting business that markets to their small business clients. Any ideas?

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Jay’s Answer:

• Count On Your Marketing
• The Client Numbers Game
• The Marketing Bottom Line

I need to come up with a tagline for ‘BabyKind’ an online retailer specialising in cloth nappies and other environmentally friendly baby products. The current tagline is ‘the cloth nappy specialists’, but we have had this for a while and it doesn’t communicate the fact that we also sell a wide range of other baby eco products. The site also has extensive, free advice on real nappies so it provides a good information resource for customers/visitors too.

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Jay’s Answer:

• Naturally The Best Baby Products
• Keeping Your Baby Naturally Healthier
• Better For Babies…And Mother Earth