Marketing and Advertising Taglines:

How to Create Taglines that Sell

How do you create compelling marketing and advertising taglines for your business, product or service? Keep reading for some ideas.

A lot of business owners struggle with creating a tagline that is catchy not kitschy. Here, I'll give you some ideas for coming up with a slogan for your business or product that will resonate with your target customer base and communicate your USP (unique selling proposition) clearly and proudly.

What Is a Tagline?

More importantly, what makes the best taglines?

In her book The Ultimate Marketing Toolkit, Paula Peters has an entire chapter dedicated to writing taglines.

Here is how she describes it:

"A tagline is nothing more than a short statement about your business... The goal is to interest a reader, a viewer, or a passenger in your business... The tagline educates your potential customer market by elaborating on your product or service – all in a tiny, neatly wrapped little package of one line."

The great thing about taglines is that they are free. And the best taglines sell your business or product for you. Use your tagline in your advertising, on your website, your business cards, your email signature, and any other communication that is seen by potential customers.

Tips For Developing Good Advertising Taglines

Here are some tips for creating compelling advertising taglines:

1. Communicate one key message

Your tagline should communicate just one key message about your business. There are three possible approaches:

  • Communicate a benefit, 
  • Describe your product or service (especially if your business or product name does not make that clear), 
  • Address a specific customer segment.

2. Keep it Short

Make sure your tagline is less than twelve words, if possible.

3. Use Your USP

Tie the tagline into your unique selling proposition (USP) - how can you say what's unique about you or your product?

4. Differentiate Yourself

Try to have a tagline that clearly differentiates you from your competitors.

5. Communicate What You Do

It may seem obvious, but your tagline really needs to indicate, in a simple way, what your company does for the customer. This is especially true for a B2B company.

6. Speak to Your Customer's Need

Think about what will be top-of-mind for your customer when/if they need a product or service like yours. Use that in your tagline.

7. Show Your Values

Your tagline should reflect your core company values.

8. Avoid the Fluff

Stay away from vague and fluffy descriptions for your tagline. Eg, "where customers come first" is not a useful tagline, because it does nothing to further describe or differentiate your product.

In order to create compelling marketing and advertising taglines, you must first narrow down on who is your ideal target customer, what is their pain point, and what is the unique value that your product or service is providing to them. If you're not absolutely clear on that, take a look at this article on analyzing your target customers and your competitive marketing strategy. 

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