Here’s a guest post by Leo C. Davis, DDS – cosmetic dentist and slogan aficionado.
It’s not easy for patients to choose the right dentist. With a plethora of doctors competing for one’s attention using TV, radio, websites, social media, magazines, coupons, workplace referrals and more, what’s a smile to do? The problem is, in many a patient’s mind, dentists are all the same. Only a few establish a brand, stand out and take market share away. You want to be one of those dentists, right? So what’s a smile giver like you to do?
Dr. Davis leading a workshop for dental professionals in China.
If you are a dentist trying to increase your capacity or see more of the kind of patients you want to see, one of the fastest, most effective and least expensive strategies you can employ is getting a slogan for your dental practice. Dentist slogans are becoming more and more critical as competition increases more and more every year. A well-chosen dentistry slogan or tagline can immediately draw the patient‘s attention to your brand. If you don’t truly have a brand, heck, that dental practice slogan could be the seedling through which the rest of your brand eventually sprouts.
Dentist taglines and slogans can take any number of angles. They can incorporate your philosophy, talents, expertise or mission. They could display a sense of humor or style, or a sense of warmth and caring. No matter what angle you take, the key thing is that you’re standing for something and that means you’re more likely to get noticed and be chosen by the patient.
Originally, advertising was against dental and medical practice ethics and even illegal. When I first opened my first dental office in Florida it was illegal to display letters on signs that were more than 4” in size. Forget about a slogan or tagline. Advertising was considered unequivocally unethical. Boo on the dentist or physician who would try such a thing.
Then a marketing miracle happened.
The United States Supreme Court ruled that restricting advertising by doctors violated free speech and commerce. Appealing slogans and taglines appeared in Yellow Pages advertising. Do you remember the Yellow Pages? It’s that thing you put in your recycling bin the day you get it. Anyway, back then it was the number one way a dentist could market. Once dental practice advertising was allowed, ads appeared and countless dental practice slogans and taglines debuted.
“We cater to cowards”, “family dentist”, “same day dentures”, “affordable care”, “most insurance accepted”, are just a few of the early taglines and slogans. Some dentists felt slogans and taglines weren’t professional. Ironically, the opposite became true. If you weren’t doing everything to market yourself, your patient volume went way down and soon you barely were a professional.
Today the main reason dentist don’t employ a catchy slogan or tagline is simply because it never becomes a priority on the to do list. What a mistake! To be focused solely on the practice and not marketing the practices doesn’t let you attract the patients who would really benefit from seeing you. And you lose out on the income. It’s a lose-lose.
Back in the early 80s when I was first looking for a slogan for my cosmetic dental practice, I wanted something that would appeal to my favorite patient. After all, she was the exact prototype I wanted to attract. She was friendly, referred tons of patients, arrived on time and paid on time. She followed my instructions and was fun. She commented that her dream was just to have a beautiful smile and that was really everyone’s dream. So the slogan for my practice, The Center For Cosmetic Dentistry became, “Everyone’s Dream…A Beautiful Smile.” Patients remembered it. Our adds reinforced it and our results demonstrated it give us that little extra advantage we needed to get the decision over similar practices just down the road.
Although marketing dentistry in Florida is still heavily regulated, there’s still no better way to educate, inform, and breakdown fear in potential patients. If you’re a great doctor but not enough people know about you…yet, the first step, should be a shiny, happy slogan. Dentists work hard enough as it is, let a slogan or tagline do a lot of your marketing work for you. You’ll be glad you did.
Here’s a really cool infographic courtesy of Liyonala David on the evolution of slogans. It’s really interesting to seehow each company’s slogan has evolved over the years and how long they were used. CLICK HERE to see the entire infographic. Thanks Liyonala.
We already love Entrepreneur because they wrote an amazing story about us a few years back. Now we love them even more. If you didn’t catch it last week, Entrepreneur had an incredible piece featuring Shark Tank’s Daymond John where he talked about the importance of having a business slogan. John is sort of the branding guru of the show having made millions upon millions with his branding and marketing acumen. What was so great is that he reiterated what we’ve been saying all along. That is the fact that the value of catchy slogans and taglines goes way beyond marketing purposes. An effective company slogan sets the tone for the whole company. It’s like a compass that should guide everything the company does, believes in and strives for. Your business slogan is the never changing bedrock which is the core of your company.
He referenced one of his own companies as the perfect example. One of Daymond John’s best known companies, FUBU actually used their slogan as the company name. FUBU stood for “For Us. By Us.” John says it was the company’s slogan, it’s mantra and its rallying cry. It was about people creating the kind of apparel they themselves would want to wear. He noticed that in the apparel industry, the hip-hop crowd was being almost entirely neglected. The small amount of apparel that was being created was by outsiders who weren’t really part of the hip-hop community. So FUBU (For Us. By Us.) was born. Famous hip-hop artists loved the clothes and just as importantly identified with the message and the rest is history.
John says that he believes that companies that don’t have slogans probably don’t have a good enough idea of who they are or what their brand is. Or if a company had a good grasp on their brand at one time, it’s likely to continually change, possibly in several directions at once if there isn’t that one overriding company slogan always there to right the ship.
John advises that company’s need to develop a slogan and never change it. He says in the piece from Entrepreneur, “Your message has to remain the same. It can’t change all the time, because branding is a long game. Once you start down that path, you stay with it and you defend it and you grow with it and you define it by being consistent. That’s what branding’s about.”
Along with emphasizing just how critical company slogans are, John also reiterated the obvious need for the slogan to be able roll off the tongue and be remembered. And that’s where a company like Slogan Slingers can help. By starting an online slogan contest you’ll get lots of catchy slogan options for a price you determine and with a quick turnaround time. So Daymond John has told you how important company slogans are and that’s pretty much all we talk about. (We’re one dimensional, we know!) So what are you waiting for. Your company needs an effective slogan. The only question is where to get one. Why not try the world’s number one site for catchy slogans and taglines? We look forward to hosting your slogan contest!
The entire article can be read at the link below:
Getting people to think about insurance can be difficult because most individuals find the subject to be tedious and confusing. One of the best ways to get somebody to think about insurance is to write catchy slogans and taglines.
Solutions like slogan crowdsourcing contests make it easier than ever to create a compelling strapline. Unfortunately, a lot of insurance professionals don’t know what a successful catchy slogan looks like.
The best way to learn what a great catchphrase looks like is to look at some examples of good and bad slogans. To make it easier to evaluate, we’ve graded a number of insurance that we found online. Here are our results. Let’s see who has the catchy slogans and who needs to file a claim with their marketing firm.
- “Peace of mind.” Chubb, Grade D-. This business slogan is way overused. It’s means nothing to the consumer at this point. What companies like Geico and Progressive have learned is that you have to think outside the box. (Think outside the box is another overused expression so we apologize!)
- “We make our customers’ problems our problems.” , Grade B- This is a solid insurance company slogan because it personalizes the situation. Even though the phrasing is a bit unique, it does seem like an expected message and doesn’t say anything unique about the business itself.
- “The ‘No Problem’ People.”, Auto Owners Insurance, Grade A-. It’s This insurance company slogan has been in use for decades for a reason. People remember it. And it speaks to the public’s concern that insurance is a hassle with lots of red tape. It emphasizes a high quality of service and a commitment to customers, yet communicates that message in a simple and clever fashion.
- “You’re in Good Hands with Allstate.” Allstate, Grade A . Are you kidding? This is one of the most famous business slogans or taglines in the history of marketing. If it came out for the first time today it might not even make a dent. But it didn’t come out today. It’s an oldie, but goodie that is ingrained in pop culture. It still works after all these years. Hope whomever wrote it is getting royalties.
- “Have you Met Life Today?” Met Life, Grade B. Ok, maybe it’s a “C” advertising slogan that uses Snoopy to get it up to a “B.” It is clevel how they worked their business name into their slogan.
- “Amica. We keep our promises to you.” Amica, Grade F. Cliche, boring, meaningless. It couldbe used by just about any company in any industry. They can keep a promise. They just can’t keep our attention.
The origins of the term tagline are quite straight forward, it is literally tagging your product, service or event with a line. There’s a reason business taglines came into being. They can express in just a few short words what your name and even your logo can’t. Many also, use taglines as a means of driving an action to occur from a target audience. In many cases that’s plunking down money for a purchase of some kid.
What many businesses are just now starting realize is that company taglines don’t have to be reserved for just the business itself. They can be used for individual products and services, too. After all, everything is marketing. Everything is branding. Everything could use an extra push in an increasingly competitive business landscape. Of course choosing the right business tagline isn’t always the easiest thing in the world to do.
Sometimes knows as straplines, marketing taglines should focus on creating an emotional impact in just a short phrase or sentence. A quick word of advice though. A lot of businesses create taglines just meant to appeal to potential customers or clients and don’t focus on existing customers. This can be a big mistake because existing customers are often the ones who see your line most often. So make sure it’s appealing to both audiences. And wait, there’s another audience still. Those who work at a given company are also influenced by your business tagline. A good one will inspire and motivate. It can serve as a rallying cry. A poor one, especially one that overpromises or doesn’t jive with company culture, can actually cause resentment or apathy.
If you are fortunate enough to find a tagline that really hits home internally, use it everywhere. Company shirts, coffee mugs, signage and more help drive home the taglines message home and unify the workforce. Remember, many of the best slogans are a challenge which is perfect for internal and external marketing.
So let’s say you’ve opened a crowdsource tagline contest for new business taglines on Slogan Slingers. You’re now looking at almost 100 options. How do you know which on
e is right for you? Here are some helpful tips.
–Keep it simple. Many people try and accomplish too much or include multiple benefits into a single line. That will make your marketing taglines too long. They’ll be seen but not read. A great line will focus on the most compelling aspect of your company product or service. Sometimes that’s even just a single word.
–Be Bold But Realistic. Everyone knows that marketers tend to overpromise and overhype. Not every Italian restaurant can serve the greatest lasagne in the history of humankind. However, there are some things you might do better than a lot of folks. Maybe it’s incredible service. Perhaps it’s fresher ingredients. Is it the lowest cost for quality of its kind? The point is you can brag, especially about something you’re great at, but if you get to carried away, you get lumped in with the 1000 other companies doing the same thing.
–Avoid the Familiar. This is one if the biggest problems we see at Slogan Slingers. We’ll have a contest where among the entries are several brilliant marketing taglines that really catch you off guard. They would stand out and get people talking and motivated to buy. Yet when the marketing tagline contest holder picks a winner, they go with the safest most expected, most generic line. Lines like “Your home for quality” or “We do the job right.” These options could be for any business in almost any industry. They don’t help you stand out. If it sounds like a lot of other lines, many people see that as a sign that the line is working. We feel that’s a sign you need to pick something else.
As we always say, all the advice in the world is great but it means nothing if no action is taken. So use this helpful advice and start your company tagline contest today!