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RTA Cabinets, Taglines, and Creating a Business with Purpose

I admit, this post is a bit longer than anticipated.  It started with me thinking about what our tagline should be…..again, and it turned into “how do I tell people we do more than sell RTA cabinets, we are changing lives”…..in one line? 

If you’re just wanting RTA cabinets and are pressed for time, we get it.  You can find out about the quality of our cabinets here:  Quality RTA Cabinets.  If you want to know more about why Walcraft Cabinetry (as a company) is different and how we got started, then stick around.  

How I started writing a tagline and ended up with this post…..

You’re probably wondering what RTA cabinets have to do with taglines, right?  Have you ever written a tagline? Do you know what one is? It’s basically telling people about your business….in as few words as possible. 

Since I started Walcraft Cabinetry, I have written about twenty different taglines. As soon as I like one…I hate it! Over and over again.

It is not as easy as you would think. Focus on the quality…too technical. “Our cabinetry will make your neighbor’s jealous and your marriage better!” That one is a joke, but many “marketing professionals” all say: YOU HAVE TO TALK ABOUT THE BENEFITS, NOT THE DETAILS. Aye-yai-freekin-yai.

So finally, after years of wracking my brain on how to create a tag line that connects with people emotionally, and speaks of our quality, here is my latest iteration:

RTA Cabinets That Look, Feel, and Function Like you Spent Much More!

What do you think?  I could really use your input in the quick poll below.  No contact information required.  If you could take a moment and help a guy out before you leave this page, that would be great!

Now, if I were going to just ignore all the “tagline guru’s” and just write what I want, our tagline would be:

Amazing, high-quality RTA cabinets and service, with a world-changing purpose!

Funny, now that I just typed that out, I really like it. I AM GOING TO NEED SOME FEEDBACK ON THIS…PLEASE! Does that make you want to bail? “Who are these jokers?  I just need RTA cabinets and they are talking world-changing!”

The Back Story

Let me catch you up on the back story as to why “the struggle is real.” I never wanted to sell cabinets. In fact, after slaving away in my own custom cabinetry shop for years, I was ready to try something new…..that didn’t involve cabinets. 

I was supposed to move back to Florida with my family and become a pastor. We were so convinced that this was going to happen, my wife started getting rid of our snow sleds (not really needed in Florida), and all our other winter worldly goods. I just had one last building project to do; or so I thought.

I hired a guy from NA (Narcotics Anonymous) who was, well, less than polished. He was a heroin addict trying to get his life together. As I got to know him, I began to see that there were MANY people in our community that could not find work due to their checkered pasts.

Felonies, broken relationships and trust, and even work ethics that needed adjusting, kept them from living their best lives and becoming a positive part of communities. 

Nothing to do accept trying to stay sober

Every time I needed a few more laborers, my new friend/employee could have as many guys as I needed at the job within minutes! I could not believe that all these guys were literally sitting around at the T-Houses (transitional housing) with nothing to do accept trying to stay sober. Heck, that alone would make me want to relapse! NO PURPOSE, but to stay sober. NO SENSE OF ACCOMPLISHMENT, just stay sober.

One thing led to the next…and next…and next. The “one last project” became 2, then 3, then 4, and on and on. Our ragamuffin crew of misfits grew, and I began to see more lives changed than I would have seen behind a pulpit and on a stage. Years later they are still changed and keep getting better!

So as our home building business grew, I began to see lasting change happen. Lives healed, restored, families mended, homes, tears, new babies, marriages, raises…careers…PURPOSE!

WE ALL NEED PURPOSE! So how in the heck in a few words can I sum up Walcraft Cabinetry?

You see, for me it has little to do with the cabinets. Yes, we sell the highest quality RTA cabinet out there, but it’s so much more.  But I can’t tell our customer that. They would think I am nuts. IT HAS EVERYTHING TO DO WITH THE PEOPLE! But if I say that, then it may come across as a marketing ploy.

So here I am up late on my Christmas vacation just spilling it out. At this point I have thrown all the marketing out, the do’s and don’ts, and I am just getting real.

I wish I could grab people sometimes (not really but I hope you get my point) and shake them saying, “Sir/Mam, I have spent years looking at all the cabinet lines out there, and for the money, we have the best! Our service cannot be touched and at the end of it you will be blown away. AND ON TOP OF THAT, your purchase is creating jobs that are changing lives! Generations are being changed! Families healed. Addicts and criminals are NOT GOING BACK TO THEIR PAST WAYS! The more cabinets we sell, the more we can do this!!! Please, please, please, with a cherry on top, buy your cabinets from us!”

I SHOULD PROBABLY GET SOME SLEEP AS I MAY BE GETTING A LITTLE TOO REAL, BUT I AM GOING TO KEEP AT IT…

In The Beginning

Wanting to add more jobs to change more lives, I began looking for a way to expand but you can only build so many houses at one time.  During that time, we were looking for cabinets for the homes we were building.  I could not find what I was looking for. Eventually I did and realized there were other people who would have the same trouble locating them as I did. Caaablam. A new business was launched…TO CREATE MORE JOBS! More purpose, more lives healed, more tears, and MORE JOY.

It all came together when I hired our sales manager, Brian Nightingale, as a laborer for our home building business. Job tasks: broom, carry, pile, and clean. Brian had just finished an eight-year prison stretch and was mucking stalls at a ranch for minimum wage when our paths crossed. Something about him caught my eye.

He was a terrible laborer. Not because he did not work hard or did not care. It was because he was destined for more and I could see it. The dude is sharp. He would get honest with me in ways that most would think they were risking their job over. Not Brian. He could not be the man he once was and with everything in him, he rejected what he once was.

HE JUST NEEDED AN OPPORTUNITY TO BE GREAT! That is why he sucked as a laborer.

Once I found out he had some business and sales in his background…we conspired! I threw him into the deep end to see if he could swim or if he would drown. The result? Search the internet for reviews about us to learn how amazing this man is! Everywhere: Brian is so great, Brian is the man, Oh Brian, Oh Brian. Not much about me out there, but OH BRIAN, OH  BRIAN!

Brian Walcraft Cabinetry

It all came together when I hired our sales manager, Brian Nightingale, as a laborer for our home building business. Job tasks: broom, carry, pile, and clean. Brian had just finished an eight-year prison stretch and was mucking stalls at a ranch for minimum wage when our paths crossed. Something about him caught my eye.

He was a terrible laborer. Not because he did not work hard or did not care. It was because he was destined for more and I could see it. The dude is sharp. He would get honest with me in ways that most would think they were risking their job over. Not Brian. He could not be the man he once was and with everything in him, he rejected what he once was.

HE JUST NEEDED AN OPPORTUNITY TO BE GREAT! That is why he sucked as a laborer.

Once I found out he had some business and sales in his background…we conspired! I threw him into the deep end to see if he could swim or if he would drown. The result? Search the internet for reviews about us to learn how amazing this man is! Everywhere: Brian is so great, Brian is the man, Oh Brian, Oh Brian. Not much about me out there, but OH BRIAN, OH  BRIAN!

So, we built a business. Now we are building a 35,000sf facility and looking to create another 30 – 40 jobs in our community!

Years later it is not an uncommon thing for the Walcraft team to be in tears together, laughing together, and praying together. We carry each other’s burdens and have great vision for what is to come. Our goal is simple: do life right, do business right, do cabinets right, and do your customers right. When you do, you go home with joy. Filled, not empty. And in this full place, there is no need for a hit, a line, or a needle and spoon. There is no need to steal, to lie, to cheat. We have learned that by giving opportunities, they do not need to be taken, and that by serving others, we do not need to serve ourselves.

quality rta cabinets
quality rta cabinets

So, we built a business. Now we are building a 35,000sf facility and looking to create another 30 – 40 jobs in our community!

Years later it is not an uncommon thing for the Walcraft team to be in tears together, laughing together, and praying together. We carry each other’s burdens and have great vision for what is to come. Our goal is simple: do life right, do business right, do cabinets right, and do your customers right. When you do, you go home with joy. Filled, not empty. And in this full place, there is no need for a hit, a line, or a needle and spoon. There is no need to steal, to lie, to cheat. We have learned that by giving opportunities, they do not need to be taken, and that by serving others, we do not need to serve ourselves.

Yes, our cabinets are the best quality RTA cabinets on the market for the buck. YES, our service is ridiculous (as in like really, really, really good, ridiculous), and no one would believe me if I tried to tell them or market it. Why, because we are a people before profits company looking to take over the online cabinetry market. Why? Because it will create more drug-free careers and community for those who desperately need another chance. Why? Because we are modeling to broken lives what it looks like to be a person who touches and heals, not takes and breaks. We daily live, move, and breath, serving others. It is what we are all about.

So back to the purpose of this post….RTA Cabinets & Taglines….

You see my problem now?  How do I say who we are, what we do, and how we’re trying to save the world in one line?  

If nothing else, I hope that I can encourage others to take a risk in the name of being a helping hand and not just a closed fist.

And at the end of the day, if you need any RTA cabinets, I know a guy………

At your service,

Signature Blue

Sean Walsh – Founder

Walcraft Cabinetry