A good tagline can be a knockout differentiator.
A tagline could be the start of something big.
An advertising tagline, or slogan can be the beginning of something great—new business. The benefit of your new product or service can be grasped in just a moment, if it’s written well. Taglines can be fluid, a declarative statement, or more of an invitation and can be so powerful that they drive business, build trust, and incite a new customer to buy.
You may need a hook. You may need a “wow.” You may need us to do that.
That ad or brochure may just need a “wow” factor. A distinctive, simple statement that’s conveyed in a few words captures a brand’s essence and clearly expresses your value proposition. And when coupled with a sharp graphic image or logo, it can be a knockout differentiator for your company.
A well-written tagline can express a feeling or identify a product. Some of the most successful brands on the market have taglines that are not only memorable, but timeless. You know what they are but to emphasize my point, here are just a few that I believe support what I’m saying.
Some of these aren’t in play any longer but they were huge when they were:
When it comes to service, there’s Cadillac. Then there’s everyone else – Cadillac
Find Yours – Expedia
Dress Normal – The Gap
Buy differently. – The Grommet
There’s no equal. – Sweet ‘N Low
There are some things money can’t buy. For everything else, there’s MasterCard. – MasterCard
Beef. It’s What’s For Dinner. – Cattlemen’s Beef Board and National Cattlemen’s Beef Association
I know you can think of more. Burger King recently changed their tagline to something more personal: “Be your way.” They explain why here:
Fernando Machado, the chain’s senior VP-global brand marketing, said that Burger King is aiming to have the tagline become “much more than just a headline” in that the goal is to “create a much stronger emotional connection by talking to a behavior that already exists. He added: “We’re trying to elevate ‘Have it Your Way’ to a state that’s much more emotional and centered around around self-expression.”
A good tagline may land you a buyer quicker than you think.
When a tagline is good enough, no one may read your website or email blast. They may get who you are immediately. That could be all they need to pick up the phone to discover more.
Cindy Stephens has directed marketing communications strategies for CBRE, IBM, Hewlett Packard, and AT&T Wireless Services and has written sharp taglines for CBRE and numerous clients. www.agoodwriter.com