Realize Your Driving Dreams with ReaLity Driving School

1. Tag Lines/strap lines/Slogans and Mission statements Graham Lucas Commercial Director Watch Learn Drive .com Ltd SmartDriving

2. A mission statement from a Hotel The Shrigley hall Hotel A brief history, then: Our guests assure us it’s also a great base for both work and play, and I sincerely hope that you are able to make the most of some of the beautiful scenery and wildlife whilst you are with us. No signature Did the team buy in?

3. A mission statement from a HotelPerhaps: The Shrigley hall Hotel A brief history, then: The team here want your stay to be the best ever so if you have any questions about us, the beautiful countryside surrounding us or the area, then just ask. We’re here to help. Signature Did the team buy in? - only if they helped make it!

4. Our Driving School:Aimed at the clients client

5. Aimed at the client

6. Aimed at the clients client

7. So what is a Tag Line(s) • Lies? • Misdirection? • The Truth? • Nothing but the Truth? • A belief? • A sin (something you can’t deliver)? • Or something you will stand by? • Let me explain

8. Examples – and at the risk of being sued I’m not using names: • Should’ve … • Probably… • The ultimate driving machine… • (probably) we can all get away with probably

10. An example - but whose is this one? • Patient • Friendly • Reliable Just about 30% of all driving Instructors?

11. OK so you want to be famous—try these – • VorsprungDurchtechnik • Helps you work rest and play • All because the lady loves… • Australians wouldn’t give a xxxx for… • Beanzmeanz • Can you eat three? • Grace – space – pace • Don’t just book it… • Hello Tosh, gotta …. • Lifts and separates.. • Put a Tiger in your tank • The appliance of science

12. What does a tag line do? • Lies? • Misdirection? • The Truth? • Nothing but the Truth? • A belief? • A sin? • Or something you will stand by? I would like to think:

13. ReaLity Driving School My driving school in 2006 Our Tag Lines and mission statement: Positive words

15. What we wanted • Be the best • Get clients to call us • Set standards to work by • The whole team to deliver

16. We promise and guarantee that if you don’t enjoy your lesson, if you don’t learn anything then you needn’t pay for your lesson!We’d like to think we’re the best driving school in the midlands!What you got to lose?

17. What we wanted was great but: • What we became known as was: • The driving school with the Mini’s

18. So how do you develop a Tag line?

19. Something to believe in and standby • Is it what you do? • What you would like to do? • Sales talk? – Be careful!

20. How to develop a tag line • It doesn’t have to be a line • List all the things you would like • Eliminate the things you cannot do • Make a sentence/paragraph/Line from the rest • Compare it to others

21. DECIDE! • About you • The Driving school • About your driving school • About the customer

22. OK so you want to be famous—try these: • VorsprungDurch Technik Audi • Helps you work rest and play Mars • All because the lady loves…Milk Tray • Australians wouldn’t give a xxxx for…castlemaine • BeanzmeanzHeinz • Can you eat three?shredded wheat • Grace – space – paceJaguar • Don’t just book it…Thomas cook it • Hello Tosh, gotta ….Toshiba • Lifts and separates..Playtex • Put a Tiger in your tankEsso • The appliance of science Zanussi

23. And • Should’ve … Specsavers • Probably… Carlsberg • The ultimate driving machine… (probably) we can all get away with probably BMW

24. Thank you for listening Please come and see us at our stand.