A friend called this week to see what I thought of adding the word process to his tag line. Â He has a rock-solid process to help his clients and he is very proud of it. Â But as we talked, he realized that there is no way to convey what his process really offers without a lot more words and in a tag line, that wasn’t practical. Â The reality is if you check his competitor’s websites, they ALL have rockin’ processes that are going to solve the world’s problems so it was tough to stand out with just using the word process.
There was a time when people didn’t have processes. Â Then, it was vital to mention you had one and clients wanted details. Â How could you ensure you would be able to replicate your results if you didn’t have a process? Â Today, most people talk about a process so it has lost the impact. Â Today, you have to illustrate your process differently.
For some of my clients, we design a graphic to illustrate their process. Â These pictures convey exactly how the process will repeat the success and are easy to follow. Â In fact, I’ve had a couple of clients that when we tried to draw their process we couldn’t and they have gone back and simplified the whole thing! Â Another option is to name the process. Â Giving it a name gives it meaning as well and also an opportunity to discuss where the name came from, how it works, etc. A third option is to highlight a key step in the process – “we focus on the “XYZ” of our process to ensure world-changing results”. Â Again, this changes the game and gives the client something to talk about instead of blowing off your process as just another process.
Generic words that are used by everyone shouldn’t be part of your brand unless you are using them in an unconventional way. Â Instead, use pictures, names or call outs to really bring your message home.