There is much that has been written about the importance of crafting the right company name, the perfect product moniker, or inspiring, professional title. But equally important, and often short-changed, is a creative, memorable and impactful tagline. While your company name, your logo and service mark is the public face of who you are, the tagline should tell people what you do and why you are different than the competition.  Like peanut butter and jelly, both can be darned good on their own, but put ‘em together – magic!

Unfortunately, the marketplace has experienced a rash of very poorly considered, but likely very expensive, campaigns pushing meaningless and forgettable taglines.  Most of these ill-conceived messages undoubtedly make a great deal of money for the high-priced ad agencies, but do little for the client.  In these agency conference rooms and company boardrooms, executives fall all over each other with self-congratulations, thinking they’ve invented the cure for cancer that tastes like chocolate, but in reality, most have simply added another forgettable, non-specific message to the mix.  In their quest to be different and clever, most forget the most important element – the message needs to lead to actual sales.

Like death and taxes, if you are in business, someone will inevitably utter an expletive connected to your name, or the name of your company.  It’s a given. It could come from a dissatisfied client or even an unfriendly competitor. And depending on where they say it, and to whom, it could be very, very dangerous for your business.

We all know that we can’t satisfy every client or customer, and eventually, someone will be less-than-thrilled with the results of your business relationship, or from the threat you pose as a competitor. As they say: “Reputation Rules” and a motivated, dissatisfied individual can wreak havoc with your reputation and even destroy your livelihood.  And if you think that a draconian scenario like this is unlikely and doesn’t apply to you?  Wake up!

Beginning in the sixth grade at Nehalem Upper Elementary, when I read Vance Packard’s The Hidden Persuaders three times, I have spent 45 years trying to understand what motivates people—particularly why they choose one product rather than another seemingly identical one.

I have arrived at some firm conclusions—including, as you will see, a reservation about firm conclusions.

“You are brilliant,” I said to myself as I completed the first draft of the brochure for a new program I am launching. In fact, a client (and good friend) gave me the idea and I ran with it. I had the one-sheet brochure laid-out, the text was expertly crafted and the design was top-notch. I was ready to send it out to business prospects and could just envision the money rolling in.

Then I thought to myself: “I think I’ll send it out to somecolleagues and trusted advisors to get their take on it before it goes to the masses.” While I had expected the response to merely point out a few typos, what I got instead was a barrage of comments, criticisms, pointed suggestions, outright nay-sayers and a relative few undeserved, simple pats on my back. Ouch!

For those of us in business, danger lurks around every corner. From rapidly changing market conditions to the threat of terrorism and even unscrupulous employees, work is called work for a reason – it’s hard out there!

But there are four words that should strike terror into the hearts of anyone seeking to compete in the marketplace – four small words, that when put in the right order, can cast doubt on your very ability to remain in business. Perhaps you’re thinking of something along the lines of: “Dateline is waiting outside!” or “The building’s on fire.” Maybe: “We are being audited” or “Our patent got declined.” The truth is, there are endless negative business situations that can be boiled down to four troublesome words, but most likely will never happen – at least to you.

Pop quiz time. Grab a Number 2 pencil and match the person to the buzz word, tag line or signature activity:

1. Held a violin during his comedy routine.
2. In Search of Excellence
3. County singer with price tag hanging from her hat
4. Undersea documentary film maker
5. Heiress Party-girl
6. “I don’t get no respect.”
7. Shock Jock
8. Tele-vangelist with heavy makeup and fake eyelashes
9. Flamboyant concert pianist
10. First to walk on the moon