A tagline can be a powerful tool for capturing your brand identity and value proposition while making it memorable.
It’s the phrase that defines who you are, what you stand for, and why customers should choose your business over others in a catchy, concise way.
But crafting a tagline can be challenging. You need to be creative while also keeping it short and sweet so that it can stick in people’s minds.
I’ll discuss writing effective taglines that will draw customers in and have them associate your business with positive emotions of excitement, pleasure, and trust.
Understanding your Target Audience
Before you can craft a compelling tagline, you need to understand your target audience.
Your tagline should be tailored to them, so think about the words they relate to and what would make them pause and notice. Ensure your tagline speaks their language and resonates with their pain points or interests.
Identifying their needs and preferences is critical to crafting a catchy phrase that will make them take note.
Being able to anticipate what they’re looking for helps create a connection that leads to sales.
You can discover these needs and preferences by:
- Creating interesting polls or surveys that don’t feel like marketing research
- Performing customer interviews or focus groups
- Investigating customer reviews, feedback, and opinions from competitors
- Analyzing data from social media
- Researching your competitor’s unique selling points
This is the first step that can’t be missed when creating a tagline.
Once you understand who your target audience is and their needs, you can start crafting a tagline that speaks to them.
Focusing on People-First Content
When you begin creating a tagline, it’s essential to focus your content on people first. People-first content is writing that puts the needs and wants of customers first rather than focusing on what your business can offer them.
This type of content focuses on how your product or service will make their lives easier or better in some way.
It allows you to emphasize customer benefits, not just features that your business offers.
By communicating how customers will benefit from your product or service, you can maximize the impact of your tagline.
Remember, it’s all about creating an emotional connection with the audience. You want them to feel a sense of excitement or pleasure when they read your tagline.
Think Like a Storyteller
Storytellers are masters of creating catchy hooks that draw in the reader.
When crafting taglines, we can learn from the tactics they use to create gripping content.
Think about how you can incorporate storytelling elements into your tagline:
- Use clever metaphors – Comparing your product or service to something more interesting and engaging can create curiosity and help the product or service resonate.
- Use vivid language – Colorful language helps to paint a picture for the reader, making them want to know more about what you offer.
- Include power words – Words like “incredible,” “unstoppable,” and “amazing” can make your tagline stand out and evoke positive emotions.
- Create suspense – Try to create an element of surprise or anticipation in the reader that draws them in and makes them curious about what you offer.
By incorporating storytelling elements into your tagline, you can grab people’s attention and make a lasting impression.
Using Creative Wordplay and Rhyming Techniques
I remember some jingles from my childhood, like “the Best Part of Waking Up is Folgers in Your Cup” or the classic “Bala Bum Bum Bum… I’m Lovin’ It!” from McDonald’s.
These memorable taglines use creative wordplay and rhyming techniques to make them stand out.
Try developing a few alliterative phrases that could work as your tagline. Alliteration is the repetition of a consonant sound at the beginning of words or syllables.
You can also develop taglines incorporating rhyme, puns, or clever wordplay to make them stand out from the competition.
Keep it Short and Simple
It can be tough to refine something you are passionate about into several simple words, but it is an important skill to master when crafting a tagline.
The fewer words you use, the easier it will be for customers to remember and recall your brand.
Try writing your message in as few words as possible. If you have trouble cutting down on word count, break your message into two parts.
The longest you want your tagline to be is six words. Anything longer than that will become hard to remember and repeat.
By keeping your tagline short and simple, you can ensure people remember your brand for years.
Avoid Clichés and Jargon
The point of your tagline is to stand out. If you use cliches or jargon, you will sound like everyone else.
Avoid phrases like “We do it better” or “The best in town,” as these are overused and don’t add any value to your message.
Also, try to stay away from industry-specific language that only insiders would understand. Instead, you want a tagline that appeals to everyone, not just those in the know.
These tactics usually accomplish the opposite of people-first content and will make your tagline ineffective.
To avoid jargon and clichés, gather a list of competitor taglines and mission statements. Then, write down words and phrases to avoid.
Test and Refine Your Tagline
Once you have a few tagline ideas, it’s time to test them out.
Start internally with your team, and see how they respond. If people need help understanding the tagline or it’s not resonating with them, it’s probably not the right one for you.
If a team that works with the product or service day in and day out doesn’t get it, your ideal customers may not either.
You can also test your taglines on audiences such as family and friends or through surveys or focus groups.
Finally, for the least amount of friction, a well-crafted social media poll can quickly generate healthy feedback with minimal spending on boosting your post to your ideal customers.
If you have the resources, consider using split testing or A/B testing to see which taglines are more effective.
By refining your tagline through testing and feedback, you can ensure it’s the perfect representation of your business.
Now That You Have A Well Crafted Tagline
Now that you have a well-crafted tagline, it’s time to make sure people are seeing it.
Ensure you include your tagline on all of your marketing materials and in any advertising campaigns.
You can also display your tagline on social media accounts and websites or in email signatures. This will ensure that your message is seen far and wide.
On top of that, make sure any customer service team members are also promoting your tagline whenever they talk to customers or answer inquiries.
By repeating it often, you create a powerful brand identity.
That song you didn’t care for that continues to play on the radio doesn’t get stuck in your head because you learn to like it. The repetition leads to familiarity, and you’re more likely to recall it.
The same goes for your tagline. The more people hear it, the easier it will be to remember when they need your product or service.
Final Thoughts on Writing a Great Tagline
Writing a compelling tagline takes time and effort. But it will be worth the effort to see your customers and prospects recognize your brand from a short phrase.
Your tagline is an essential piece of your marketing strategy. Make sure you take the time to create something unique, clear, and memorable.
It should also reflect who you are and what your business does so that it resonates with your ideal customers.
Finally, remember to use your tagline everywhere! The more you repeat and promote it, the more likely people will remember it.