A client and I are completely repositioning her brand. She’s a solopreneur and service provider. In a high-energy conversation, we thoroughly discussed:

• her target market and their needs (including their end goal)
• the value she offers (often referred to as the unique selling proposition)
• and the key benefit/result that her clients receive (often referred to as the promise statement)

With this foundation, I brainstormed multiple taglines and gave her a list of options to review, so she could choose her favorite. (I’ll provide all branding details later, in a full case study. This branding project will be a great example for other small business owners.)

Meanwhile, a colleague gave her some advice: “You need to add the word easy in your tagline, because everybody wants stuff to be easy.”

Whoa, Nelly!

So you’re saying all business owners need to include the word easy in their tagline, because all prospective clients want stuff to be easy? Is that really everyone’s end goal? Also, easy speaks to a process, not a destination.

In her gut, my client knew this advice was not on target. She told me, “With the service I provide, my clients aren’t looking for ‘easy.’ They’re business owners who are looking for results. They’re looking for return on investment. That’s what they really want. And that’s what I need to emphasize in my tagline.”

Bingo.

Whenever we think about clarifying our brand, promoting our business, and planning strategic marketing campaigns to connect with our prospects and clients, we must keep in mind what they really want. When they hire you, what do they hope to achieve — in the near term and long term? What’s their end goal?