You know that phrase or sentence right after the name of your business on your website and marketing materials? Well, that’s called a tagline and it helps people remember your business or ministry, and understand what makes you different. That’s important for a mom entrepreneur in today’s crowded marketplace – you want to stand out and be noticed! If you don’t have a tagline, or if it’s time to make a change, put on your creative thinking cap and have some fun playing with words!
A tagline is an essential part of your brand. It can help describe your company in more detail and position your business differently than others in your industry. It can also help you connect with and engage your customers or clients. Take a look at some famous taglines and you’ll understand:
- Just do it.
- Like a good neighbor, State Farm is there.
- Have it your way.
- Melts in your mouth, not in your hands.
- Can you hear me now?
What do they have in common? Great taglines:
- Are short – usually seven words or less
- Are memorable and repeatable
- Focus on the benefits of the product or service
- Evoke an emotional response
- Differentiate the company from the competition
You would think writing a tagline isn’t so difficult – after all, it’s only a few words, right? Wrong. Even big companies make huge mistakes when it comes to writing a tagline. For example, common tagline mistakes include:
- Focusing too much on themselves (The “We’re number one!” tagline.)
- Being inconsistent and using a different tagline all the time
- Being vague (Using words that could describe any business like: Service. Quality. Efficiency.)
- Choosing overused and ineffective phrases (Such as “We mean business.”)
- Missing out on an opportunity by not having a tagline at all.
I’ve been writing corporate copy in the non-profit sector for almost 20 years and I’ve been through this process many times. I’d like to share my 5-step system for writing effective taglines.
5 Steps for Writing Compelling Taglines
Step 1 – Do a brain dump. Write down all the words that describe your business. Research the competition and businesses in other industries. Use a thesaurus and have fun generating ideas.
Step 2 – Consider the results or benefits you deliver. What transformation takes place? Write down whatever comes to mind when you think about the results your clients receive.
Step 3 – Identify what makes you different. Why do people choose your business over another? Write down all the words that describe the way in which your company is unique in comparison to the competition.
Step 4 – Mix and match. Play with the words until you have a few phrases that accomplish your goals.
Step 5 – Test them out. Make sure that your idea resonates with the people who buy your product or service. Choose your top three taglines and get feedback from others.
Now it’s your turn. Use these steps to create a short, memorable tagline that differentiates your ministry or business brand, connects with your customers, highlights the benefits of your product or service and evokes an emotional response.
Please share your tagline with us in the comments and let us know if you have any questions!