Do you run a speaking business and want to become better known? If you do, you should develop a tagline you use in all your speaking, marketing materials, website, etc.

What is a tagline? A tagline is a phrase or catchword that becomes identified or associated with a person, group, product, etc., through repetition.

Taglines are crucial for public speaking businesses for the following three reasons:

Brand Identity

If you are in the business, you have probably heard of a brand. A brand is a name, trademark, or other symbol distinguishing a product or manufacturer from others in the market.

A brand is essential because when people look at your website, listen to your podcast, or receive your emails, they will immediately realize that what they are viewing or listening to comes from you.

A tagline helps establish the brand identity of your public speaking business. It encapsulates the business’s core message, values, and essence in a concise and memorable phrase.

A strong tagline can differentiate your speaking business from competitors and leave a lasting impression on clients and audiences.

Your tagline is unique to you and will be remembered by current and prospective clients.

Some examples of industry taglines are:

• “Quality is Job 1” – Ford Motor Company

• “Where’s the beef?” – Wendy’s Restaurant

• “When you care to send the very best” – Hallmark

So, your speaking business’s tagline contributes heavily to your brand

A strong tagline also communicates your products and services value to your customers.

Communication

The results are in. Customers do not buy from business owners who are unclear about their products and services and how they will solve customers’ problems.

Clarity is critical for a thriving business. A tagline aids clarity in your business.

A well-crafted tagline effectively communicates the value proposition of your speaking business’s products and services to potential clients and audiences.

It quickly conveys how your products and services solves your customer’s problem, why your solution has the greatest return on investment, and persuades your customer to buy from your speaking business.

This clear communication helps attract the right audience and generates interest in the products and services you offer.

So, your tagline contributes heavily to your brand and communicates why your products and services solve your customer’s problems with the greatest return on investment.

A strong tagline makes your customers remember how your products and services solve their problems and focuses your customers on your solutions instead of on your competitors.

Memorability and Recognition:

A tagline sticks in people’s minds, making your public speaking business more recognizable and memorable.

A tagline makes you more memorable and will result in people who have heard your tagline telling it to others. Word of mouth is free and is of priceless value to your speaking business.

People buy from businesses they remember with a catchy tagline that brings the business’s solution to mind.

When clients or event organizers think about hiring a speaker, a catchy tagline can prompt them to recall your speaking business and consider its products and services.

If you are an easy person to work with when you get a call from a customer, your chances of securing business increase dramatically.

Over time, consistent use of your speaking business’s tagline reinforces brand recognition and strengthens your speaking business’s presence in the industry.

So, your tagline contributes to your brand, communicates why your products and services solve your customers’ problems, and makes you memorable to them.

Do you have a tagline? Put on your “thinking cap” and create one!

Call to Action

Recite your tagline in your presentations to

• Instill your brand in the minds of your audience

• Highlight your products and services that solve your customers’ problems

• Make the transformation vision for your audience memorable

Frank DiBartolomeo is a retired U.S. Air Force Lieutenant Colonel and award-winning speaker, presentation and interview skills coach, and Professional Member of the National Speakers Association. He was awarded Toastmasters International’s highest individual award, Distinguished Toastmaster because of his outstanding work in public speaking and leadership.

Frank formed DiBartolomeo Consulting International (DCI), LLC (www.speakleadandsucceed.com) in 2007. The mission of DCI is to help technical professionals to inspire, motivate, and influence their colleagues and other technical professionals by improving their presentation skills, communication, and personal presence. Reach Frank at frank@speakleadandsucceed.com and (703) 509-4424.

Don’t miss Frank DiBartolomeo’s latest book!

“Speak Well and Prosper: Tips, Tools, and Techniques for Better Presentations”

Available now at Amazon.com and BarnesandNoble.com