Quick – think of an advertising tagline! Any one will do.
What did you think of? Was it Nike’s ‘Just Do It’? Or the Colonel’s ‘It’s Finger Lickin’ Good’? Or ‘I’m Lovin’ It’? ‘A Diamond is Forever?’ ‘The Best a Man Can Get’?
Now, without searching online, can you remember the Lloyds Bank slogan? Probably not. One of the worst aspects of modern marketing has been a reliance on taglines and slogans that really don’t mean anything. They don’t stick in the mind; they don’t tell the customer what they offer. So how do you create a powerful tagline for your company?
Five Second Rule (Again)
In our last blog we explained that you only have five seconds to impress someone visiting your website. Well, that’s pretty much the same for taglines. You have limited time to create maximum impact. Short words. Snappy sentences. That does the trick. (‘That does the trick’ would make a perfect company tagline, for that matter)
Tell Us Who You Are
The tagline is all about your company, it encompasses your entire brand. It’s much like other forms of branding, like mascots, in that is stays with your company for a long time. Like the now-classic John Lewis tag, ‘Never Knowingly Undersold’ – which means they won’t be beaten on price. Your tagline isn’t to be confused with the slogan, which is product-orientated, and can vary depending on the product you’re selling and your target audience.
Don’t Be Cool, Be Clear
How will your company make the customer’s life more awesome? What are the benefits of using you over a competitor? What is it that you do that’s so much better than the rest? Don’t try to be too clever, just try to tell your customers what it is you do. And be positive about it. After all, whatever service or product you’re selling is gonna be great, right? So avoid negative words and highlight the good stuff!
Here at Direct Letterbox Marketing, we understand that nothing’s more important than getting your business noticed. That’s why we specialise in print services, demographic profiling and leaflet distribution. For more information on how we can help you, please don’t hesitate to contact us on 0800 028 6353 or email firstname.lastname@example.org and our team will be glad to help.