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.

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

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

I work for a non-profit (Microfinance Centre) that is a network supporting microfinance (financial services for poor and excluded) in transition countries. We came together with a tagline “Bridging the Market Gap” to reflect the work we do to extend financial services to those that are left behind by the market. However, we would also like somehow to reflect that we are a network organization so we do it in partnerships together with other organizations active in this field. The alternatives we have come up with are: “Together Bridging the Market Gap”, “Bridging the Market Gap Together”, or Microfinance Centre – a Partner for Bridging the Market Gap” I would appreciate your feedback on this tagline as well as any other ideas you may advice. Thank you!

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My confusion is who is referred to with the word “together” – the reader and your organization or your organization and someone else. I understand your intention, but it creates ambiguity.

Why do you want to convey the network aspect in the tagline? Does it help strengthen the benefit you’re providing or is it something politically motivated?

Who is the tagline intended for? Businesses looking for micro finance, other lenders, or donors?

As a business owner, I wouldn’t understand “Market Gap”. I would understand needing money. So a tagline like, “Connecting You With Small Business Lenders” would be more useful.

As a lender, I would think that “A Small Business Investment Cooperative” would be clearer.

As a donor, “Helping Small Businesses Succeed” would be on-target.

I need help naming my massage biz. I have decided to target my massage biz to specific clients. I specialize in therapeutic massage for fibromyalgia, anxiety and depression, and stress-reduction. As well as massage, I direct clients on general “brain” health – diet, exercise and relaxation and resources. My working tagline is: calming your complicated life…

Some names I’ve played with (Therapeutic Massage after each): Good Hands, Sundance, Sun Bear, Oso Sol, and Oso del Sol (I’m in the Southwest).

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Great niche.

Perhaps you don’t need massage in your name if your goal is to provide massage + consulting on diet/exercise/etc.

As for name, it can be anything you want. If it’s abstract, then you’ll have to spend more time educating people in your tagline and other materials who you are. If your name is specific, they’ll quickly “get it”.

• Pain & Stress Relief Clinic
• Sun Bear Pain Clinic (or Oso Sol/Oso del Sol)
• Body-Mind Pain Clinic

I have determined my company name but need a catchy tagline. I have come up with one but I feel it needs help. My company name is “CEVA Services” and under that on my cards is “Virtual Office Assistant”. I want to change that to “Your Virtual Assistant”. My Vision Statement is “CEVA Services is an innovative administrative service provider working in partnership with the world”. Now the problem I have is my tagline is “I help to help you build”. I would appreciate any feedback or suggestions.

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Virtual Office Assistant – I understand, but am confused at the same time. What does “office” add (why not Virtual Assistant)? Do you have specific business skills you wish to market? Administrative skills? Computer Skills?

Now, remove the “virtual” from whatever your tagline is. Does it stand on its own? “Virtual” means, I’ll be working from my home and reporting to your business.

How do you add value as a “virtual” consultant? Why are you better than someone than might hire locally? Is it your skill set? Hours? Educational background? A long list of happy customers?

Your business won’t appeal to everyone. Make your tagline appeal to those ideal clients for you. Identify them, and align your tagline benefit with their need.