10.20.09 More on taglines
You’d think in a world of busy people looking for the shortest way to get from point A to point B, a tagline would be valued and not seen as extra clutter. However, some critics are adamantly against using taglines.
Recently, I came across a great article on Brandweek.com by Jim Morris – “The Lost Art of Writing the Sticky Tagline.” It offered several solid insights.
First of all, it’s important to note that everyone remembers a good tagline.
- Like a good neighbor, State Farm is there.
- Got Milk?
- Maybe she’s born with it. Maybe it’s Maybelline.
Why do these work? They’re simple, clever and memorable. These taglines have helped develop a lasting impression for their brand. Each of these lines has become such a staple in their product’s positioning that it would be hard to imagine the product without it.
That begs the question, what makes a good tagline? That’s where Morris’ advice comes in handy. He gives a nice, short list of tagline don’ts. To name a few:
- Don’t worry about length. If it’s long, it’s long. The most important thing you need to ask yourself is if it’s good. It could be the shortest tagline ever and be the worst thing someone has ever heard or read.
- Don’t try and overload your tagline. Say what you need to and cut out the rest. Be careful though, don’t cut it down so much that you are saying absolutely nothing.
- Don’t use exclamation points. Please!
- Don’t overpromise. Don’t underpromise.
- Don’t try to say everything. Instead, focus on saying one thing well.
- Don’t use the jargon of the business. We get it, it’s clever. But for the most part, potential customers aren’t going to understand it. As we all know, confusing the customers is never a good strategy.
You can read the rest of Mr. Morris’ article here. Enjoy.
And thanks for reading.
- Sharon