You know those car commercials that go, "Zoom, zoom, zoom?" I had to see those ads dozens of times before I could remember that the car being advertised was a Mazda. "Zoom" was unique alright, but what did it have to do with Mazda? Or with the benefits of owning one? A catchy slogan like "Inspiration Beats Perspiration" may be clever and unusual, but what the heck is it marketing?
Definitely look for a unique way to express the benefits you offer to your clients, but make sure it still communicates what you actually do. It's okay to get creative with your marketing, but don't bet the rent money on untried techniques.
If you really want to make your marketing more effective, cheaper and less stressful, stop re-inventing the wheel. Find models that work and replicate them. I'm not suggesting that you plagiarize your competitors' marketing copy, but when you see someone successful in your field, find out what they are doing right, and follow their lead.
Don't let your business be a victim of "terminal uniqueness" -- the belief that you are so different from anyone else that none of the rules apply to you. Being distinctive is good; being eccentric can be unwise.
