Is your Tagline Trash or Treasure? 

Call it a tagline, call it a slogan, call it successful as long as you can re-call it. Writing effective taglines can keep your brand fresh on the brain of your target market. Sometimes a genius tagline just comes to you. If you aren’t lucky enough to have an “aha” moment that wakes you up at night, taglines can be tricky. Whether you’re an entrepreneur starting to build your brand identity or have a well-established business but think your tagline could use a “pick me up,” read on! Just do it. (We couldn’t resist).

A tagline is more powerful than the sum of its parts. So, what’s a genius slogan made of? Effective slogans capture the essence of your brand and your mission. It may be a call to action or a saying that rings true, but it has to connect to the heart of who you are and what you do. Writing effective taglines allows you to do just that.

Keep it Short

In a world of people who are short on time and patience, you have mere seconds to catch – or lose – the coveted attention of your target market. Writing effective taglines requires that you keep your slogans short and sweet. Some of the most impactful slogans are only 2 to 3 words long. Want a few examples? “Finger Lickin’ Good” (Kentucky Fried Chicken), “Drivers Wanted” (Volkswagen) and “They’re Grrr-eat” (Kellogg’s Frosted Flakes) come to mind. Try to max your slogan out at about 6 to 7 words, or else it will feel like “It Keeps Going and Going and Going” (Energizer Batteries). In all seriousness, though, keep it short for best results.

Tip for writing effective taglines: Ask yourself, “Can I communicate this message in fewer words and get the same effect?” Every word must serve a purpose. If it doesn’t, trim mercilessly.

Clear over Clever

You don’t want to create a tagline that’s clever at the expense of people catching on. A tagline should be easy to digest. Don’t misunderstand, there’s nothing wrong with humor and a bit of wit is a great way to bring a tagline to life, but make sure that nothing is lost in translation. In a successful tagline, the key message comes across loud and clear. Disney’s “The happiest place on earth,” slogan says it like it is. It tells prospective travelers in an unmistakable way that Disney is the place to be if you want to have a jolly good time.

Tip for writing effective taglines: To make sure people are on the same page as you, survey your friends and family. Ask, “When you hear this slogan, what does it bring to mind?” If the answer isn’t what you had in mind, go back to the drawing table.

Call to Action

Sometimes an effective tagline is centered around a call to action (AT&T’s “Reach Out and Touch Someone”), a challenge (Lay’s Potato Chips’ “Betcha Can’t Eat Just One”)  or a question (“Did Somebody Say McDonald’s?”). When writing effective taglines, remember that these slogans tend to stick with people more than the typical “statement slogan.”

Don’t Be A Cheesy Salesman

If your product isn’t the #1 product on the market, don’t say it is. These “We’re indisputably the best!” slogans are overused and difficult to substantiate. It’s much more interesting to identify what quality or factor sets you apart and focus on bringing that selling point to market. If you can’t deliver or live up to the promise of your slogan, it’s time for a new one.

If you need help writing effective taglines, Bizbuz PR can help with that. Our tagline? “Bizbuz PR: Creating Buzz for Your Business.” We’d love to help you give your brand a boost with a slogan that sells.