As you know by now, words matter.
Words can create clarity or confusion.
Words can attract and repel.
Words can make your work easy or impossible.
When I record my daily audio responses, I pay close attention to how each and every question is asked and the words that are used.
Words reveal a lot about who you are, what you believe, and what you think is possible.
Taglines and slogans are words that can attract customers.
They define benefits and what you’re all about.
They follow the name of your practice and offer an opportunity to say more.
Taglines are typically shorter than slogans and may or may not reveal the actual benefits and beliefs of your practice.
Slogans are usually longer and more specific.
Most Chiropractors don’t have either. They’ve never thought about it.
For ChiroTrust members, I often recommend a tag line/slogan hybrid that uses words that are congruent with the pre-existing wants and behaviors of the marketplace.
That’s what makes a tagline and slogan effective. It MUST MATCH what the marketplace ALREADY wants, ALREADY understands, and is ALREADY READY TO BUY.
Here are some of my favorites. See if you can recall what the product is…
“Melts in Your Mouth, Not in Your Hands.”
“Just Do It.”
“The Quicker Picker Upper.”
“Betcha Can’t Eat Just One.”
I bet you can guess.
If not, it’s on the tip of your tongue.
My favorite is actually a slogan from Listerine…
“Kills germs that cause bad breath.”
It’s just great. Who wants germs? I just love it.
ChiroTrust switches slogans and taglines because our market (Chiropractors) is fixed and finite.
Here a few that we have and/or still use…
“With ChiroTrust, Your Patients Grow Your Practice for You.”
“Chiropractic Marketing Done For You.”
“All You Will Ever Need To Build Your Practice… Nothing Else To Do, Nothing Else To Buy.”
Chiropractors don’t need to change or rotate their slogans and/or taglines because their market is never the same people all of the time.
Sure, their past and current patients are part of their market but taglines and slogans are most valuable when communicating to people who have never been a customer, client, or patient and that’s why with ChiroTrust, one good tagline/slogan can last a lifetime.
Many ChiroTrust members use this:
“Short-Term Care for Your Neck and Back Pain.”
It’s one of the many links in the invisible ChiroTrust chain that pulls patients into our members’ practices and keeps them there.
To read more about taglines and slogans, here’s a good article on the subject; Click the link below…
Everything you need to build your practice has already been figured out and created.