Update: Last year my optometrist laid down some bad news: I needed glasses. The sting of aging had quietly snuck up on me. Up until that time the gods of vision had blessed me. But not anymore.

Being a rebel at heart, I never filled the prescription...

Recently I'm taking some supplements that have given me new hope. Things appear sharper. Certain small print is legible. I'm turning the corner and believe my vision is being restored. Hopefully I'll be back around 20/20 soon and shooting for 20/15 next year.

Just as supplements are giving my eyes a tune-up, let's look at giving your business tagline a tune-up with today's...

Feature Article: Tagline Tune-up

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Not So Super...

Hopefully, your organization never makes this marketing perception mistake:

I'm a member of an organization with five big events scheduled within a six-week period. They've all been named "Super Saturday Event." Which raises lots of red flags.

There's no way you can hold a Super Saturday Event following last week's Super Saturday Event without diminishing one or both of their "super-ness." Is that a word? There's no way. And to have five such events in six weeks reeks lack of creativity.

Because if people perceive that they're all the same, and the first one wasn't any good, they'll probably not attend any of the rest. That's just human nature.

Of course this works the other way around too. If patrons like the first event--what a rush! They may return to see the other ones. I think that's what the powers-that-be are banking on. But most likely, they won't. Because people usually look for a higher rush the next time.

Tagline Tune-up

Dear Associate,

There were exactly seven of us working out business presentations and elevator pitches during our meeting. I like to think of this group as a mastermind where the power of the collective is greater than each individual. Where operating on the fringe of fear becomes the norm... and where breakthroughs manifest in the physical plane.

Here's what occurred during that meeting:

Group asks, "Ms. Realtor, what do you do?"

Ms. Realtor answers, "I help clients find and sell their homes using e-PRO®."

Of course if you're not familiar with e-PRO®, you'd have no idea what she was talking about. I was clueless. We found out later that it's the only technology certification course offered by the National Association of Realtors®. It helps agents thrive in Cyberspace by learning about online marketing, Web 2.0 and social networking.

I had to cut in, "How does your e-PRO® certification benefit me, the home buyer or seller?" What I was fishing for was what's in it for me? How does her knowledge or expertise help me sell high or buy low?

Because isn't this what really matters to her prospects and clients?

I began pressing for more, "What distinguishes you from all of the other realtors in the region? What sets you apart? What makes you so special that I'd want to call you my realtor?"

Ms. Realtor honestly replied, "We're all about the same."

She was brutally honest. To a fault. But I didn't believe she was in tune with what makes her special or stand out in the marketplace. Because no two people are alike, no two realtors are alike, and her inner-greatness, that spark that makes her special in everyone's eye is quelled in a sea of drabness.

If she wants to see an increase in clients and sales she needs to distinguish herself from all other realtors with a business tagline. World English Dictionary defines a tagline as "an amusing or memorable phrase designed to catch attention in an advertisement."

That's brilliant. And that's exactly what Ms. Realtor lacks in her pitches and promotions. The ability to grab attention instantly.

Unfortunately her time was up and she had to wrap up the group comment session. Given more time we could have created something to work with. But that wasn't to be.

We could have dug deeper to know more about her. Her past, present and future could paint a picture that makes her an irresistible asset when selling or showing homes. Her personal stories, revelations and experiences can be the magnet that draws prospects to her front door.

So let's dig deeper:

1) Ms. Realtor's arranged marriage at a young age to an abusive, controlling husband overseas pushed her to file for, and win her divorce in a country where women are treated as personal property.

2) Ms. Realtor's fondness for traveling gives her an edge when showing homes because she can paint a bigger picture for her clients most other realtors could never see.

3) Ms. Realtor's future book about struggling, fighting and winning against all odds is a message for anyone who has a pulse.

Once you've dug deep, it's time to formulate your tagline. Come up with words, phrases and language that relates to your business. In a dozen words or less, what do you do, why should it matter to me, and why should I do business with you?

Warm regards,