If you’ve been along for the journey here at StrategyCentral, you’ve heard the phrase “life-change” many times.  It’s the thing we exist to deliver…and that’s true whether your organization is a church or a non-profit.  Our organizations are in business to do more than make products or create experiences or operate programs.  We exist to do something that will ultimately change lives!

Yesterday I saw a Tweet from my friend Will Mancini (@willmancini) and it got my attention.  His Tweet read: “Ikea out-articulates the church. Isn’t “Life Changes Available” a better golden tomorrow than the nebulous “life change” we talk?”

I have to say, the addition of the word “available” presented such an intriguing twist on the well-worn phrase “life-change” that I had to check into what IKEA is doing.  Life Changes Available is a great tag line, but it’s more than a tag line.  It is a great story.

At the same time, it is a great illustration of the kind of thinking that can create an appealing and memorable invitation designed to catch the attention of our customers.

Back to Will’s Tweet.  He was making the point that our frequent reference to life-change is colorless.  It’s vague.  Who really knows what it means.  I guess we know what it means.  But when we use that phrase in a marketing piece or in a message, doesn’t it slip right by our intended audience?

Example: “Small groups are important here at ___________ Community Church because we believe that life change happens best around a coffee table.”

What?

The Takeaway:  The addition of the word “available” takes the phrase “life-change” from camouflaged fuzziness to an appealingly clear offer.  It shifts the phrase from the body of the marketing piece to the headline.

For me, it now fits in the same category as another tag line I’ve used for years: “Feel like a face in the crowd?”  That line perfectly fits the sensation that many people have when they’re walking into a large crowd week after week and no one knows them.  No one knows their struggle.  No one knows their loneliness.

Can you see how “Life Changes Available” will catch people’s attention?  It sure caught mine.

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Life Changes Available…More Than a Tag Line
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