I wrote a post a while back about writing taglines that has been very popular so I decided to call on my copywriting resource, Allison Nazarian, founder of Get It In Writing for a few more hints about this important marketing tool.
While I regularily develop taglines for my clients, Allison makes a living from writing copy and taglines so I thought it would be useful to draw on her experience.
Why are taglines so important Allison?
“Because taglines capture a company’s spirit in one clever little phrase. They’ve become an invaluable tool for briefly communicating critical business information and developing brand and name recognition.”
I asked Allison how does one dream up these little ditties that stay with us so long?
Here are the four steps Allison recommends.
Step 1 – Know your target audience
- Understand various benefits your target audience is looking for and rank them in order of importance to begin developing your tagline.
Step 2 – Define your target response
- What outcome do you want to create … what do you want your audience to think or say?
- Brainstorm… brainstorm… brainstorm
- Write a list of words or phrases that communicate your idea and that also tie to your logo or a visual you’re using.
- Look up the words in a dictionary and write down different uses of the word and cross-references to other words.
- Use that list to generate new ideas.
- Cut the list to your top few favorites.
- Then “play” with the words by using tools like rhyming or alliteration.
Step 3 – Simplify… Simplify… Simplify…
- Simplicity adds power. People tend to remember the simplest slogans. Communicate your message quickly, using active verbs.
Step 4 – Rewrite… Rewrite… Rewrite…
- Once you complete your initial drafts, set them aside. Come back later and review them. You’ll probably want to make changes. Keep the process going. When you’ve got it, you’ll know it!
Finally … a few quick DOs and DON’Ts from Allison to keep in mind when creating a winning tagline:
- DO collect other company’s taglines and analyze what works and what doesn’t work.
- DO start by developing a list of what’s unique to what you do and your way of doing it.
- DON’T use hip or esoteric taglines. (You want lots of people to understand it … not just a few.)
- DON’T make your tagline too general.
- DO your own mini-market research. Ask strangers (and acquaintances) if they understand your business after seeing and hearing your tagline.
- DO use your specific target audience in your tagline, if possible.
- DO keep it short.
- DO turn the phrase around. If you can’t say it without skipping a step, then rephrase it.
Need a Slogan?
I will create a tagline / slogan for you. All I need from you is a few minutes of your time to complete a simple questionnaire and I will do the rest. I will provide about 5 concepts for you to choose from. We will narrow it down to the best 2 and refine those to the point where you can choose the one that fits best. Elapsed time from receipt of the questionnaire from you is less than 72 hours.
The fee for this service is $ 199.00 (USD or CDN) payable by credit card. What’s the catch? There is none. If you are not completely satisfied with the results then there is no fee. There is no payment required until you have submitted the questionnaire.
In addition, I can help you integrate your new slogan or tagline into your marketing and if you require a logo, stationery package, website or advertising I can help you there too.
Call Mike Blaney at 800-568-8338 or email me at email@example.com to get started.
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