A tagline or a slogan is a phrase (for example, “Just Do It™”) intended to get “stuck” in prospects’ heads. The tagline should be short and memorable, like a great piece of haiku.
The following are my rules for creating great taglines:
1. Don’t be “cute”. Cute often is seen as “cheesy”.
2. Do focus on the benefit to the customer.
3. Don’t repeat any of the words in your company’s name.
4. Do spend time with a thesaurus.
5. Don’t use more than 7 words (human short term memory limit).
6. Do use short words.
7. Don’t use well-worn phrases.
8. Do use an emotion word to invoke the benefit (pain, pleasure, safety, etc.)
9. Don’t think a tagline replaces good marketing strategy.
10. Do ask your existing best clients what they think of your tagline.
The best way to get something to “stick” is to capture your potential customer’s problem and pain and show the solution. Don’t write a tagline from the perspective of how great you are - no one really cares.
Let’s say I’m looking to hire the best Realtor that I can find to sell my house. I’m looking for someone who: has a proven track record, is a great listener, is a great negotiator, and can get me a great deal. Period.
I filter every Realtor that I meet against my list. Which of the following Realtor taglines would be most likely to appeal to me?
* Your Realtor With Heart * Finding Your Dream Home * Your Realtor For Life * I Know Your Neighborhood * The Hardest Working Realtor You’ll Ever Meet * Selling Homes Is All I Do
10 Rules For Great Taglines - To learn more about this author, visit Jay Hamilton-Roth's Website.
Like this article? Share it with your friends
 |
Related Articles |
|
 Strategic Tips To Help Clients & Customers Remember Your Brand
|
| |
Top of Mind Awareness or TOMA is a very strategic advantage for businesses and individuals. One strategic method of achieving TOMA is through branding of yourself and your business. We all recognize some brands mo...
|
|
10 Rules For Great Taglines
|
| |
A tagline or a slogan is a phrase (for example, “Just Do It™”) intended to get “stuck” in prospects’ heads. The tagline should be short and memorable, like a great piece of haiku.
|
|
Taglines
|
| |
How to communicate your product or service in less than 12 words.
|
|
Rule 20 Rules are Made to be Broken
|
| |
This is Rule #20 in a series of articles on "21 ways to Increase the Power and Profit of Your Advertising Without Spending an Extra Cent," by Brad Sugars.
|
|
Taglines - Why Your Brand Needs a Tagline
|
| |
A tagline is a short and zippy phrase that describes what you do for your target client. Taglines are essential to a well-rounded brand. I have often seen a well-designed company identity without a tagline and the...
|
|
|
Jay Hamilton-Roth
(Visit Jay's Website)
Jay Hamilton-Roth founded Many Good Ideas
(www.
ManyGoodIdeas.com) to help small
businesses brainstorm, design, and
implement effective marketing strategies.
He combines creativity with common sense
to demystify the process of getting great
results. He has used his high-tech
background from MIT to help him launch
five businesses. He consults with
companies in a wide range of industries
and publishes a monthly marketing
newsletter and daily marketing blog (ask.
ManyGoodIdeas.com)
|
|
|
|
![[Get Copyright Permissions]](http://license.icopyright.net/images/icopy-w.gif){kind=small}
