To be successful a strap-line must
 Be memorable.
&Be short and snappy.
&Stand out from the crowd.
&Communicate a value or benefit that ultimately is important to the customer.
&Work with your company name and your logo.
&Speak a language that your audience will relate to.
&Capture the heart of your strength as a business.
&Communicate the heart of your business brand.
&Provoke a positive association.

STRAP-LINE DEVELOPMENT ^ SPECIAL RESPONSE CHECKLIST

"Keep in mind the work you have done on your brand image and unique selling proposition in previous chapters."Focus on the reasons why someone may buy from you.
"Make a list of the values or out comes they might need satisfying when they buy from you (results, service, pleasure, savings, inspiration, ideas).
"Write all these words in different coloured pens on a piece of chart paper.Put it up on a wall to ponder."Link the words in the list in different combinations.
"Go for a walk, relax and see what comes up.
"Test the combinations you have created."Does it communicate a USP?
"Does it communicate the ultimate value of what you o¡er to your customers?
"What does it promise your customers?"Is it catchy?"How well does it work with your business name and brand image?
"Leave it for a few days and see whether you have any more inspiration.
"Test one or two of your ideas with some of your customers and team members