Think of Catch Phrases

Choose words or phrases in your marketing materials that help define your company.

Words like "overnight" are owned by brands.Domino's Pizza owns two words: "home delivery." Whenyou think of calling for pizza, you most likely think ofDomino's. You can't actually trademark a phrase like that,but if you use it enough in your sales and marketing efforts,consumers will begin to associate your company with thatphrase.

In choosing such an identifying word or phrase, however, be surethat what it says about you or your company can truly be realized.If "selection, selection, selection" is what you wantpeople to think about when they consider your company, then you hadbetter make "selection" your number-one priority. If youthink that somewhere down the line your ability to provide the"greatest selection of photo album frames in a 12-stateregion" might change, then don't use selection as yoursignature word. Remember, your reputation is at stake.

Excerpted from 303 Marketing Tips: Guaranteed To Boost YourBusiness

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