Know-How Exchange : Taglines/Names

What's the name of your bookstore? Do you have a URL?
Who specifically are you targeting?
Are you a brick-and-mortar bookstore, an online-only bookstore, or some hybrid?

The more you can share about your bookstore plans, the more useful our advice is likely to be.

Hi Jay!
Thanks for responding. We are not brick and mortar. We're trying to appeal to women and men. Our customers are those who may be experiencing sexual dysfunction or concerns that affect intimacy (i.e. menapause, ED, long term marriage, etc.) most likely 40's, middle age and above, but we also like selling books for wine enthusiast. For example, we sell Dr. Laura Berman books. Our store is called Headboard Books. We're trying to avoid a tagline that would limit us in the event that we want to branch out to include bedtime story books for children, etc.

The dilemma is this: The more general the tagline, the less impactful it will be with any one audience. So if you want maximum impact, you'll focus the name on a very specific target audience, with a very specific benefit.

In effect, you've defined a problem that may not have a great solution. If it's general enough to not limit you, it won't be specific enough to say anything meaningful to any of your target audiences. And if it's specific enough to really "grab" a target audience, it will limit you in the future with other audiences.

My recommendation would be to focus on one audience and come up with a tagline that's perfect for that audience. If/when you want to expand to other audiences, you can create another business name to do it.

Headboard Books is not very specific, so your tagline needs to tell your target audience what kind of books you have, and why they should pay attention. I don't know what mental picture to conjure up when I hear "Headboard Books."

If the common thread across your markets is "books you'll want to keep," then the message is so general that nobody will really know what makes you different from, or better than, Amazon, Barnes & Noble, Chapters, or any other bookseller.

Thanks for responding Mgoodman! Okay, for now I'll just continue to focus on books for the bedroom.
I do believe more women than men will be interested in the books because they are familiar with Dr. Laura Berman, and are probably more apt. to purchase books that offer information on how to improve sex/intimacy when there are unfortunate problems due to health issues, aging, etc. I want men to feel comfortable shopping at our bookstoe because I'm finding that there is a reason for Viagara especially amongst middle age (and older) women and men.
So far, when I have mentioned the name of the store to a few people, some connected it to intimacy, and others to a place to keep your favorite books when you want to relax and read in bed. So, I don't feel it's too general or lacking in meaning. Who knew Amazon or Barnes and Nobles were book companies until someone told them?

P.S. Thanks Mgoodman, you made me puton my thinking cap.

One last thought:
My graphic designer is working on a logo as we speak. Initally, I pictured an illustrated red headboard with a bra dangling on one of the post. Although, I liked the notion, I don't want to give the impression that it's a "sex" shop. I'd be too embarrassed to give out business cards: )

For Sharing With Your Bedtime Companion
Turning Ideas Into Action

Thanks again for your responses! Thanks for the link Mgoodman. Will check it out. I have a lot to think about.

*Sorry for grammatical/spelling errors. Was in a hurry and didn't get to proofread in great detail.

To Mgoodman:
Tried accessing your profile for email address, but could not link to your page even after several tries.

再次感谢你的回复。我还没完g, and may focus more on the benefits of reading in bed to go with the name of our store. This approach will allow us to sell a variety of books if we desire. Many people read in bed. It can be relaxing for adults, and comforting to children (bedtime story). It can be a turn on in more ways than none. Slipping into something comfortable can mean reading a good book. It can be a book that leads to intimacy, or one that peaks one's interest in wine for example. As for Amazon, etc. our store is more intimate because it's smaller and has more specific titles in mind.

My suggestions for Tag Lines :

"...For Books to Turn You On !"

"Classic Choices to Turn You On!" or

"For Classic Books to Turn You On!"

Not sure what the problem is with accessing my profile. If necessary, follow the link in my earlier message, and then click on "contact" at the bottom of the page. (But first try accessing the profile again; it worked for me just a few moments ago.)

invigorating comfort

pleasurable comfort - comfort of pleasure

These are not too sex, yet clearly for more grown ups - not your kids bed time story market.

Think the bra on the bedhead might send a stronger than necessary image, especially if you're not fully certain of the strategy to market you will adopt.

Mikael
B2B Marketing

A thumbs up for "invigorating comfort"

Still thinking. Haven't decided but have been given great suggestions. Thumbs up for "Bedtime Companion" and "For Books To Turn You On". Have a few of my own that could be possibilities. May post later for opinions.

Thanks for the link Mgoodman. The information I read gave me a clearer understanding of what's important for coming up with a great tagline.