Nike said, “Just do it.” Nortel told you to come together. Timex said it takes a licking and keeps on ticking. And GE mentioned that it brings good things to life.
Well, good for GE, but as far as you’re concerned, you first need to figure out how to write a tagline before bringing it to life.
Keep reading if you’re unsure what taglines are or why you need them for your online business ideas.
What is a tagline?
It’s all the same: Tagline, strapline, slogan, whatever you call it.
A tagline is a key phrase that identifies your business by capturing the essence of three elements. Your:
Creating a tagline doesn’t have to be as complicated as it might seem initially.
Coming up with a tagline in 3 steps
Ready to come up with a tagline in three steps?
Crafting a great tagline is a struggle many people face. More often than not, they get it wrong by focusing on what their product or service is and neglecting what it offers.
To capture a reader’s eye at a glance, you must combine all three elements of mission, promise, and brand to create a great tagline that works.
Step #1: Your true mission
There’s a saying in the copywriting world: Be clear, not clever.
Considering that most of us aren’t the best at coming up with the most remarkable phrases ever uttered on the Earth, that’s sage advice, especially on the web. And it’s especially true when you’re learning to write a tagline.
Don’t be cool. In the virtual world, there’s no time for excellence. People who don’t know you, your business, your products, or your services land on your website. In a fraction of a second, they decide whether to leave or to stay.
Be clear, not clever. Start building a tagline with the purpose of your site. Decide what you have to offer.
Are you setting up a blog for email marketing tips? Is your website about productivity tools? Sales techniques? Love songs? Toilet cleaners?
Pick the focus of your site — and stick with it.
Step #2: So what?
Let’s say your business is iced tea. You sell iced tea mixes, offer cups, glasses, and mugs, and you will have a blog to establish authority as the Iced Tea Emperor.
Your blog’s tagline will probably start with “Iced tea tips ….”
And this is where people get jammed. Rockin’ iced tea tips? Great iced tea tips? Iced tea to go?
None of the above. The average visitor who lands on your site doesn’t care. Nothing stands out; nothing seems attractive and compels him to stay.
There’s one fast, easy way to get past this obstacle. Ask yourself this question: “So what?”
The answers you’ll come up with are the benefits, not just the features a visitor (or potential customer) receives from staying on your site — and that’s important.
People always want something. By adding benefits to a tagline, you’re telling people what’s in it for them and what they get from you.
If you’re smart, use those benefits as selling points throughout your site copy, too. Don’t harp on about how great your product is — tell people what benefits they receive if they buy what you have to sell.
Step #3: A little pizzaz
Alright, Step #3 of how to write a tagline. So, you have your mission, and you have your benefits. Now you have to add some branding.
Make your tagline reflect your business image. Differentiate yourself from the competition. Your business has a personality, so show it. Give people a little taste of your business’s brand in your tagline.
Let’s say your iced tea business is a little Zen-like.
You like to promote tea as relaxing. You want people to enjoy a quieter life. Your website colors are pale and fresh, and your blog’s tone seems calming. That’s your branding at work right there.
Put it to work in your tagline, too.
Pick an adjective that encompasses your business image, take the summary of your benefits, and tack that to your mission. What do you get?
“Soothing iced tea tips to revitalize your life.” That’s a great tagline.
Bonus: It’s fun to pick on others
Need some practice? Here are two taglines for you to pick apart:
- Web Business Tips for Writers, Freelancers, and Online Entrepreneurs
- Copywriting Tips for Online Marketing Success
Do they fulfill all three elements of a great tagline? Are they effective? Would they attract you? What would you change?