Should you spend a lot of time thinking up the best possibility? Surprisingly, no. There is a simple shortcut to writing the perfect tagline that will grab people’s attention and let them know immediately that your product is right for them.
So what’s the shortcut? Believe it or not, it’s letting your customer write your tagline FOR YOU.
First, a few things you should know about the perfect tagline:
1. It needs to accurately articulate what it is that you are offering, and it needs to position you positively with your target market.
2. It’s got to be original. Whatever it is that you’re selling, odds are there are plenty of others selling something similar. By being original, you can stand apart from the crowd to get noticed and remembered.
3. It’s got to be concise and precise. Memories are exceedingly short and the competition to be heard is getting tougher every day.
Now then, keeping those three points in mind, what do your clients tell you about your product or service? Better still, what do they tell you about the problem your product or service fixes? For example, career coach Julie Jansen helps people to find their ideal work. What do her clients frequently tell her when they’re in her office? “I don’t know what I want, but I know it’s not this.” That became the title of her book.
Another career coach kept hearing, “I don’t know what I want to be when I grow up!” She resisted using the phrase at first because her clients WERE grown up and she thought it might offend them. However, once she added it to the top of her website, she immediately experienced a dramatic increase in inquiries.
Two young software designers were showing a venture capitalist how their software worked. The investor suddenly exclaimed, “That’s so simple, my mother could do it!” Bingo! Their tagline was born.
An author wanted to write and speak about male-female communications. With the room full of people, she laid out a scenario in which they were all trying to communicate with the opposite sex but having difficulties. One gentleman yelled out, “Can’t she see I’m watching the game?” And her tagline was born.
If your tagline captures exactly how your ideal customer feels, you’ve got it right. As you can see, you don’t need to place pressure on yourself to find the perfect tagline – instead, simply listen to your customers.
To learn more, read the book: “POP! Create the Perfect Pitch, Title and Tagline” by Sam Horn. Then go improve the tagline for your product so you can sell more and serve more.
