How to avoid creating a terrible tagline

friday, 29 april of 2016

By Tom Trush

Let´s play a quick game of tagline trivia ...

Read the following taglines and match each one with the correct business:

1. We want to help you.
2. The lowest prices around.
3. The best quality and service.

a. 1st Choice Bail Bonds
b. Livery Distribution
c. Big Al´s

I collected these taglines this morning while driving my son to school. You probably see similar marketing messages in your neighborhood.

The problem most taglines share is they lack meaning. Besides a release from behind bars, do you understand what the above businesses offer?

I don´t. In fact, I´d argue the three taglines could apply to just about any company.

Like any weapon in your marketing arsenal, taglines must deliver a beneficial message to your prospects. If you use a tagline and it doesn´t state in a handful of words the solution delivered by your product/service, you´re wasting valuable space on your marketing materials.

Your prospects don´t have the time or interest to figure out what you can do for them. They have pressing problems that require immediate solutions.

Sure, you see well-known companies use vague taglines all the time. Coke .. McDonalds ... Nike ... Apple ... Chevrolet ... Prudential ...

But these are deep-pocketed corporations that can repeatedly force-feed you marketing messages until your mind can´t resist them anymore. You don´t have this financial luxury!

See how your tagline matches up against this checklist:

> Can your text stand alone? If you remove your company name and other surrounding words, is your message still effective?

> Does your text only apply to your business -- not your competitors? Do you have a distinctive message?

> Is the outcome clear? Can everyone understand what they get by doing business with you?

> Does your text avoid worn-out clichés? Haven´t you seen enough "outside-the-box" promises with words such as "quality," "value," "best," "satisfaction," "leading," and "maximize"?

> Would your words attract you as a prospect? Does your message focus on your target audience, instead of your business?

Tom Trush is available at
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