If you show yourself, you show your qualities and your flaws. You stick your head above the mowing field. And that's how we came up with our slogan:
We know the secret of Google
Our slogan covers, on the one hand, the high dependence of entrepreneurs compared to the unknown world of tech giant Google and, on the other hand, our drive to visualize what is still a secret for customers. In this way, we make organizations (and therefore the people who work there) visible and findable in Google.
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Social media as a sewer
With this slogan, we deviate considerably from 'the rest', and that regularly produces poop. Social media, in particular, also fulfils the function of a sewer with verve. Then we are a liar 'because no one knows Google's secret'. Or 'you don't know about the bell and the clapper yet, because it's a stupid statement'. Or we receive a message that we 'probably never have to work again, or don't know the secret anyway'. The question then is: what triggers these people?
One hypothesis is that we challenge grey mice to make a statement and stand for something. And it is also an invitation to dare to look at things from different perspectives. If 'Google's secret' means that you always get to the top in no time and don't think that's possible, that's a destructive interpretation. For us, part of the secret of Google is endurance, daring to invest and a fixed course without the hot air.
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Risk of success
Regardless of the trigger that the slogan has in it, we see our slogan mainly as a risk of success. We know that successful organizations dare to say things that others do not dare. Acting differently from the masses ultimately brings opportunities and possibilities. We skip the average as much as possible. We are, therefore, mainly called by companies that appreciate the value of the daring slogan. With a slight smile, they say: 'So, now you are going to tell me what the secret is'. The best conversations happen that way. In addition, we were able to change our company name without difficulty a year ago because the slogan was more widely known than our name. We would never have reached the current growth spurt without hurling this slogan.
The biggest secret
The biggest secret shouldn't be a secret. Google results combine all kinds of information—advertisements, FAQs, images, local businesses, news articles, products, etc. At first, it has excellent success in the advertisements because they are at the top. There is much to be gained there, but you also pay a price. Not only in euros, but you only use a limited part of the first page on Google, and searchers are well aware of the commercial nature. The latter is preferred when choosing between an advertisement in the newspaper or a laudatory interview because you lose the commercial character. In addition, countless search intents cannot be satisfied with advertisements.
So the biggest secret is that there are mainly opportunities to be visible and found without paying per click. Entrepreneurs and marketing managers focus excessively on buying visitors 'quickly 'before aiming for much more impact after 1-2 years. Let that customer with the long-term focus be a typical upMention customer.
Success factors
If we summarize our slogan in several concrete success factors, we see the following:
The tagline is bold. There is soon a trigger, which can be both positive and negative.
There is layering in the slogan, you have to think about it for a while. The slogan is multi-interpretable.
We connect to the problem. There is often a feeling of elusiveness around Google for entrepreneurs.
The slogan is short and simple but more complex.
The slogan is formulated positively, because it is about what we do know.
'We know the secret of Google' immediately gives a first impression of our field.
In short
There's only one thing worse than 'they talk about you': ' they don't talk about you! Our slogan does us no harm.
In tune
When a lot of noise is made, the point is not to drown it out, but to harmonize and hit the right string. That is what we stand for. A story that resonates with the right people through smart online marketing.
