Many of my friends entrepreneurs have so called taglines to help them stand out in the crowd and also help others remember them. For example, my friend Bonnie Ross Parker has a networking company and is known as the America’s Connection Diva. That’s what she calls herself, that tagline is on her website, blog, e-mail signature, you’ll see it in a magazine that writes about Bonnie – everywhere! Another friend of mine does consulting on LinkedIn and organizes events that are only open for LinkedIn members. Dahlys Hamilton. You may know her as Atlanta’s LinkedIn Godmother. Memorable? Will you be able to recognize her next time you see her after this one time you met? Yest, because there was a tagline that stood out! Ali Brown – Entrepreneurial Guru. Joe Turner – Chief Impossibility Officer. And many more! On the 29th of January I was trying to help Carol, the CEO of Raise where I do my internship, to come up with a tagline that would be easy to remember and help her stand out.
I have been talking about the importance of developing a tagline with Carol for a few days. Carol mainly sees herself as an ideator and visionary, so she doesn’t want to get into details, such as taglines and PR. Yet, I am a believer that all the information in regards to how an entrepreneur is viewed by the public has to come from the heart of that very entrepreneur. So, I’ve been speaking about the value of a tagline as such:
“Imagine you go to a networking event at 200 P’tree in Atlanta called Global Connect. There are 44 bi-lingual Chambers of Commerce present (so think “simple language” as not everyone’s native language is English; if you plan to go global, you’ve got to thing that your C-level client may be speaking limited English, may be blind, may be deaf etc, so all the content on your on-line outlets has to anticipate it and be straightforward and simple). There are 2,000 people at that networking event (that’s how many there were last Summer, I think). So, as each of potential 80 or 100 people, whom you can personally meet there, speaks to you, what do you want them to remember, when they tell their partner about you next day? What is one phrase you want to embed in their memory associated with you?”
Well, somehow, Carol wasn’t buying in immediately, which is, of course, understandable: I am new. So, on the 29th of January there was a networking event next door from Carol’s office. It was hosted by Atlanta Business RadioX . I encouraged Carol to go. So we went. There, Carol was meeting many people and introducing herself similar to this: “Hi, I’m Carol McKown, my company Raise Global is a hybrid of non-profit and for-profit…” Guess what? All that the people heard was what they wanted to hear: non-profit. So everyone, who was introducing her to people after they’d meet her, would say: “Meet Carol, she can help your non-profit” 🙂 🙂 🙂 Actually, Carol is on a lookout for for-profits to partner with Raise as she already has a line of non-profits in need of help. When we came back to the office, Carol received a call from a woman, whom she met at that networking event, asking Carol to help the woman’s non-profit buy buses. I think that was a good breakthrough. Carol said: “Anna, I now know why you’ve been telling me to create a tagline and make people look at me the way I really want them to” 🙂
Yeah!!! Her tagline now is “Chief Solutionism Officer”, by which people will likely be intrigued and ask to learn more about her business 🙂