I had the pleasure of visiting a small-town hardware store last weekend. The trip took me about 20 miles out of the way, but, in the end, I was happy for the inconvenience.
See, the two big box stores near me don’t stock the metric hardware I needed, despite the fact that one promises to help me “get more done” and the other one “knows home improvement.”
So, I headed for “the place with the helpful hardware folks.” And helpful they were. And friendly. And knowledgeable. And quick.
The experience reminded me of how important it is to choose a tagline that you and your employees can live up to. After all, a tagline is more than just a few words on your sign; it’s a promise you make to your customers.
And that goes for all the words you write to promote your business - on your website, in a commercial, wherever. If they’re not authentic and if you don’t truly believe in them, rewrite them or talk with us about that process.
Any time or attention your audience gives you is precious. Make the most of it by delivering on your claims. | 
