When it comes to establishing your brand’s purpose, an effective tagline is absolutely key. So, how do you know if your tagline is up to par? An effective tagline should be memorable. It should clearly, concisely, and fluently explain your brand’s purpose — what you do, who you do it for, and how you do it. It gets your message out in a way that is both crystal clear and very powerful. The goal is to drive consumer action, to facilitate engagement and interaction between your target customer and your brand. To create the perfect tagline, be sure to keep the following points in mind.
Keep it simple.
“If you can’t explain it simply, you don’t understand it well enough,” Albert Einstein famously proclaimed. Don’t make readers guess about your brand. Lay everything out clearly and concisely, in language that is simple yet engaging and compelling. Avoid overly complex or highly technical language. After all, a tagline should be something that the average Joe can clearly make sense of.
Give it a rhyme or a rhythm.
If possible, make use of phonetic devices, such as rhyming or alliteration. This will make your tagline easier on the consumer’s ear, and it will also ensure that your tagline is more memorable. Bounty’s tagline, “The quilted quicker picker upper,” for example, makes use of alliteration in order to give the tagline a euphonious sound. Research consistently shows taglines that make use of these kinds of phonetic devices are remembered significantly better by consumers.
Maintain a smooth flow.
If you’re struggling to construct a coherent tagline for your brand, try out the XYZ format: I help X do Y so that Z. The X part of the statement refers to your ideal client. It explains whom, exactly, your brand helps or serves. The Y portion of the statement refers what your brand does, the result, outcome, or transformation your service or product provides, while the Z briefly details the specific benefit that this provides. XYX statements are a great way to keep things simple and to the point. Here’s a sample: I help moms that are struggling to lose 20 pounds stick to their exercise routine and slim down to their pre-delivery weight.
Tell a story.
One of the most effective ways to build rapport with your readers is to tell them a story. Stories have the capacity to entertain, to illicit emotion, and to provoke thought. Readers are also more likely to remember content that is constructed to tell a story, an invaluable advantage when it comes to constructing effective taglines. However, a word to the wise: Don’t go overboard with storytelling. Remember to keep taglines simple, concise, and easy to follow.
Use verbs, not nouns.
Actions words (verbs) almost universally catch a reader’s attention more quickly and more effectively. This is especially true on social media sites, where verb-rich content tends to garner substantially more likes and shares. For example, in an extensive study of well over 20,000 tweets, researcher Dan Zarrella found that tweets with more verbs and adverbs has significantly higher click through rates (CTRs).
Now it’s your turn. Go ahead and create a few to put there and ask for comments, suggestions and even help. Just make sure it’s effective and memorable.
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