What is the best way to grab people's attention in a snap? Create a tagline.
You know that catchy, short description that summarizes the overall benefit of your company - it's called a tagline.
A tagline quickly tells people what you do or the benefit of buying your products/services.
A tagline is very important because:
We've all seen brands like Nike, McDonald's, and M&Ms use taglines in all of their advertisements for years. I'm pretty sure you know most of them.
In today's article, we're going to talk about how to create a tagline that will make you money and provide a few examples for inspiration.
Here we go!
One of the common mistakes people make when writing a tagline is being too adorable or too clever, and it loses its effectiveness.
Remember that when you incorporate something as part of your brand (company logo, storytelling content, etc.), it must be beneficial and add value to your company.
Here are a few simple tips for creating an effective tagline:
The first thing you should consider in creating a tagline is sales.
A #tagline must generate sales. It must help grow your company!
Ask your self these question when writing a tagline:
If your answer to these questions is NO, CONTINUE WORKING ON IT!
Have you heard someone say "I am so clever that sometimes I don’t understand a single word of what I am saying.”? I bet you have.
This kind of thinking works in other industries like entertainment but absolutely not in marketing. A tagline that is too clever can be very frustrating, annoying, and confusing even if it sounds smart, and will likely fall flat with our audience.
Don't get it twisted though, in writing an effective tagline, you can be smart but not too smart.
You have to make sure your message is CLEAR. A clear tagline must tell your audience WHAT YOU DO OR A BENEFIT the second they see it.
So, should you focus on what you do or a benefit? There are two different scenarios that will dictate which direction you should go...
If your business name DOESN'T CLEARLY state what you do
You need to create a tagline that will send a clear message about what you do.
"We make your home spotless."
If your business name CLEARLY states what you do
You need to create a tagline that will differentiate your business from others and focus on the benefit of working with you.
Colorado Cleaning Company
"Exceptionally clean without all the harsh chemicals."
I can't think of a brand that has a long tagline. Top brands only use a few words in their tagline - usually a maximum of 5 words.
Well, there's a perfect explanation as to why this is: Short taglines are memorable. Remember that your tagline must be catchy and short. Save your long-winded thoughts in your company vision, mission, history, etc.
This one is simple. Before you decide on a tagline, make a list of places you will use it:
Does your tagline fit on each of your marketing materials? Does the length of your tagline suit each of these places?
If not, then go back to the drawing board and tweak.
I know that it's very tempting to create a tagline that revolves around who you are as a business but please, don't be tempted.
It is not the time for you to be a narcissist.
Remember that your tagline is not about you - it's about your customers.
It's about how your business can help your customers to solve THEIR problems, meet THEIR needs, save THEIR time, or for THEM to make money.
Always keep your tagline relevant to your customers’ needs, wants, and problems, and how you can resolve them, for it to become more engaging and effective instantly.
Many companies have made a ton of money with their tagline.
Some of these you may recognize, and others you won't, but they have all packaged their value proposition in a smooth and catchy tagline. This is really nothing short of an art form.
Here are great examples of brands who have rewritten the game using their taglines:
What do you get when you slap a photo of the great Muhammad Ali and the word "Breakfast" on a box? CHAMPION.
Wheaties' "Breakfast of Champions” tagline is unquestionably one of the best ad taglines ever. The company used its tagline to equally match with professional sports, achievement, and success in a way no breakfast cereal company ever has.
Sports legend like Michael Phelps, Walter Payton, Chris Evert Lloyd, and many more were plastered on Wheaties' cereal boxes.
The message was clear. If you want to be a champion, eat Wheaties. It's a smart business move if you ask me.
Our friends at the Dollar Shave Club are targeting two of the most pressing consumer issues - Time and Money - with their “Shave Time. Shave Money.” campaign.
The name of the company speaks clearly to what they do, so they focused on the benefits of saving money and saving time using their products.
The word choice is clever, but the message is direct and clear.
Mister Sparky combines both options we listed above.
It's not completely clear from the name exactly what they do, so their tagline tells you exactly what they do along with a huge benefit...being on-time.
Simple, clear, and effective.
And we're done! That's how to create an effective tagline. To recap, an effective tagline must:
Find a way to combine all these elements into your tagline, and you'll see great results.
Need more help or resources in writing an effective tagline? Check out the list below or talk to us!
So what do you think about this article? Did it help you create a tagline for your brand? What other tips did I miss? I want to hear all about it in the comments below.
It would also be an honor if you think this article is worthy of being SHARED.
Creating a solid marketing strategy is a must for effective marketing? Check out our Ultimate Guide to Marketing Strategy to learn more.
Header courtesy of StockUnlimited.
Tim Fitzpatrick is the President of Rialto Marketing. At Rialto Marketing, we help take the guesswork out of marketing so your small business can grow. Marketing your business shouldn't be a constant challenge. If you are ready to eliminate the uncertainty and confusion of marketing your business, we can help.