A tagline can be an important piece of your branding. Many business owners I have been working with recently are rethinking their taglines as a way to extend meaning to their business purpose and who they serve.
The Purpose of a Tagline
Your tagline has one purpose: to keep the prospects who are landing on your website there. That’s it. Yes, a well crafted tagline can provide more clarity and focus to your overall business mission, but the main purpose is so your website visitors will STAY on your site.
What a Tagline is Not
A tagline is not:
- impressive
- clever
- catchy
- funny
Remember, your tagline has ONE purpose: to keep your most likely buyer on your website. That’s it.
So, let’s talk about three simple ways you can craft your business tagline.
Tagline Formula #1: A no-frills statement directed right to your target audience:
“I do {this thing} for {these people}.”
Examples:
- Emotional therapy for married couples.
- Content strategy for small business owners.
Copywriting tip: This tagline is effective because it says more about what you don’t do, speaking to your specialization.
Tagline Formula #2: A very strong claim for the purpose of influencing the purchasing decision:
{Name of Company} – {“We are the best.”}
Examples:
- Wal-Mart – “Always Low Prices”
- Amazon – “Earth’s Biggest Book Store”
Copywriting tip: This type of tagline is mainly used by large brands who set the bar very high and won’t have to dispute their claims. Use with caution.
Tagline Formula #3: A to-the-point tagline that features your delivery method of the product or service you offer.
“I do {this thing} in {this way}.”
Examples:
- Fresh groceries right to your doorstep.
- Website design done in two weeks.
Copywriting tip: This type of tagline highlights your competitive advantage over the “other guys.”
Lots of people will give you advice about how to make your tagline catchy or clever. I am going to caution you to rethink this advice, because in the end, your tagline serves one purpose: To get your most likely buyer to STAY.
