10 Rules For Great Taglines
10 Rules For Great Taglines
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.
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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.
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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David AchesonDavid Acheson is the founder of DCJA Consultancy. DCJA Consultancy is a management consultancy business specialising in B2B sales consultancy. They offer bespoke and packaged sales consultancy including Sales Optimisation Review, Interim Sales Management, Sales & Marketing Review, 1:1 Sales & Management Staff Analysis, Management Training, Solution Sales Training, Creation of New Pay Plan, KPI's, run Customer Feedback Campaigns, assist with Recruitment, Coaching, Appraisals and set up Strategic Marketing Campaigns. David spent his early career in accountancy and then moved into sales in 1982, working in Office Equipment, IT, Advertising, Training, Outsourcing and Consultancy. He has held many Senior Positions in SMBs and Global Organisations including Head of Sales Operations & Head of Business Development. His knowledge, skills and great experience of the Sales Industry has led to David making keynote speeches and running educational sessions to key businesses through organisations including The Chamber of Commerce and Business Link. - Visit David Acheson's Website |
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Linda RichardsonLinda Richardson is the Founder and Executive Chairwoman of Richardson, a global sales training and performance improvement company. As a recognized leader in the industry, she has won the coveted Stevie Award for Lifetime Achievement in Sales Excellence and she was identified by Training Industry, Inc. as one of the “Top 20 Most Influential Training Professionals.” Ms. Richardson is credited with the movement to Consultative Selling and is the author of ten books on selling and sales management, including Sales Coaching — Making the Great Leap from Sales Manager to Sales Coach, and Stop Telling, Start Selling. She teaches sales and management at the Wharton Graduate School of the University of Pennsylvania and the Wharton Executive Development Center. Linda is a frequent speaker at industry and client conferences, has been published extensively in industry and training journals, and has been featured in numerous publications, including The Wall Street Journal, Forbes, Nation’s Business, Selling Power, Success, and The Conference Board Magazine. Learn more about Richardson's sales training and performance improvement solutions at http://www.richardson.com web - Visit Linda Richardson's Website |
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