Every (for profit) business has an offering, whether it is a service or a product, there is something that they are going to make money off of. But, that service or product is not always (actually, rarely is it) the key marketing tool for a business. Coca Cola sells soda, right? But what is their key marketing statement? “Open Happiness”. AllState sells insurance, but they don’t use that as their marketing statement do they? They tell the consumer “You’re in good hands”.

A lot of times, this key statement is considered a tagline, but I feel that is a misnomer. A tagline makes it sound silly and pointless, just more words that mean nothing. In reality, the tagline should be called your key marketing statement. This statement is used as your  overlying sentiment that you want to portray to your customers every single day. This should be your mantra both in the office, with employees, and out of the office, with clients. This is the key to your success – and needs to speak volumes about who you are as a company and what it means to work with you. When you approach someone and they ask you what you do, you should give them your key marketing statement, then more details. Your business card should have the key marketing statement prominently placed, as should your website and all marketing materials.

When you are considering a key marketing statement there are a few things to consider:

1. What is it that you want to be known for?
2. What can you offer that no one else can?
3. How are you proving you are unique?

Using the answer to any of these questions should help you to form your key marketing statement.

What is your companies key marketing statement?

Does it actually get followed or is it just empty words?