Bring a good tagline to life – six rules and seven sins

Coming up with a great tagline is a struggle.  Typically, people get it wrong by focusing on what the product or service is rather than the ultimate benefit it provides. Why does it matter?

This article was originally published on AgentGenius.com on December 09, 2009.

Your tag line should be a memorable phrase that sums up the tone and premise of your brand or service, reinforcing the marketplace’s memory of you.  Some taglines are successful enough to warrant inclusion in popular culture.

It’s not about you.

If your tagline talks about you, you have it wrong.  Think bigger.  Do you change someone’s life by being the area’s #1 agent, having 21 years in the business or earning your spot in President’s Club?

How do those speak to the client’s ultimate payoff?  Don’t tell people how great you are.  Tell them what’s in it for them by engaging you.

Here are a few guidelines to creating a tag line.  How does yours measure up?

1. No Platitudes

If someone reads your tagline and thinks “Well, I hope so” you’ve failed.  Therefore “Selling your home for top dollar” is not a good choice.

2.  No Clichés

Just because a word has recognized meaning doesn’t mean it’s meaningful.   Make sure it says what people need to know about you.

3. Be Clear, Not Clever

Pick your focus and stick to it.

4.  So ….?

What are the benefits to your client?  Benefits are the key to better copy in the tag line.  While developing your tag line ask yourself “so what?” What is your client’s ultimate payoff?

5.  Jazz it up

Make it reflect your image and personality.  Typically this is done by injecting an adjective.

6.  Ignore Word Count Rules

We have a tendency to think a tagline can’t be more than 5 words.  Not necessarily.  When building it, don’t restrict yourself.  If it’s too long, you can probably pare it down.

How to build your tag line

First

You must have a clearly defined (read: documented) Mission, Promise and Brand.  Don’t move on to next steps until this is done.  Your tagline will identify you/your business by capturing the essence of these three elements.

Second

Decide what you have to offer.  Then, start writing short sentences that convey the purpose of your business.   This is not easy as you will try to hit it out of the park immediately.  That won’t happen, so don’t sweat it.  Tips: As you begin to write, don’t be cool.  Don’t be clever.  Be clear.

Third

Read them one by one and ask yourself “So?” …  “And?”  This is how you get to the ultimate payoff for the client.  Have you captured how will it change their life?  You may argue here and think “every client is looking for something different.”  Are they?  Really?

Think about today, this market.  What are clients ultimately looking for?

Tip: Consider the 7 Deadly Sins

Gluttony.  Wrath.  Greed.  Sloth.  Envy.  Pride.  Lust.    If you think about it, most campaigns (and business models) are centered on one of the 7 deadly sins.   If you’re an agent or broker, I’d lean toward Pride, Greed and perhaps Envy.

Finally

Jazz it up.  Pick an adjective that represents your business image, take the summary of your benefits and tack that to your mission. What do you get?

What’s your tag line?

Photo p.s. Sorry for the bad word in the photo, I just couldn’t resist sharing that very clear, concise tag line…