What’s a tagline?  Why do you need one?  How do you write your tagline?  Do you just need one, or can you have several taglines?  And, where the heck do you put them?

Today we’re talking taglines!

 

TAGLINE: WHAT IT IS & WHY IT’S IMPORTANT

A tagline is a marketing hook for your brand to capture your audience’s attention.  It’s meant to inspire, motivate, or clarify the reason your ideal clients would be interested in what you do.

Is it supposed to tell you everything about your brand & business?  No.  Think of your tagline as a teaser trailer of a movie, giving you just enough to be interested.  You have to wait until the full trailer (i.e. the rest of your brand strategy: mission, vision, values, aligned offers, and more) to get the full story.

Your tagline is important because it begins positioning your brand in your customer’s mind and it draws them in with a desire to know more.

 

HOW TO CREATE YOUR TAGLINE

Keep these things in mind when creating your brand’s tagline:

·      Keep it clear

·      Keep it short & simple

·      Hint at your brand’s personality

·      You’re not Nike (yet) – make it specific to what you do

·      Lean into the benefits

Taglines as vague as JUST DO IT for Nike or YOU’RE WORTH IT for L’Oreal work for them because consumers already know those brands.  Before you’re a highly recognized brand and consumers automatically link your tagline with what you do or offer, you need to keep it clear, simple and specific so your audience “gets it.”

What’s the best way to draw in your audience?  Use the benefits of your brand to inspire your tagline.

 

5 Steps To Craft Your Catchy Tagline

1)    List all the benefits of your products/services

2)   Highlight benefits that align with your ideal client’s goals & desires

3)   What’s the ultimate, fully aligned benefit(s)?

4)   Write a variety of taglines based on #3’s answer

5)   Choose the best one & test it with your audience

  

ONE TAGLINE, TWO TAGLINES, OR MORE?

When you do the 5-step process above for crafting your tagline, you end up with several benefits of your brand written down to choose from.  Does this mean you pick one and forget the rest?  No way!

Multiple benefits = multiple taglines

Let’s be clear, though.  You do want to choose the standout tagline with the juiciest benefit that will entice your audience most and use that as your Main Brand Tagline.  You’ll use it everywhere your consumers find your brand.

However, all those other ideas you’ve had for taglines?  Those can be used in other locations as Marketing Taglines to sell your services.  In fact, when you create your offers, you want to think of your aligned offers as sub-brands, and sub-brands can each have a tagline of their own, too.

 

TOP 10 LOCATIONS TO USE YOUR TAGLINES

Now that you understand the purpose and importance of your tagline and you’ve created one, where do you put it?

Here are the Top 10 Locations to use your tagline to grab your audience’s attention:

01 – WEBSITE HOMEPAGE

Use your main brand tagline above the fold and if it works for the design of your page, even as the featured copy across your hero image. 

  

02 – HEADLINE ON YOUR SERVICE PAGE

Repeat your main brand tagline, or repurpose some of your marketing taglines you created to use as headlines that will be distinct for each of your different offers.

 

03 – SPICE UP YOUR ABOUT PAGE

Instead of kicking off your about page with the standard “Hello, I’m [insert first name]” situation, spice it up a little by starting with a tagline that speaks directly to your ideal clients.  What better way to draw your audience into your story than catch their interest with a drool-worthy tagline?

 

04 – SOCIAL MEDIA BIOS & HEADERS

Use your taglines within your Instagram profile bio or designed into your headers on Facebook and Twitter.

 

05 – CONTENT HOOKS

You’re always looking for those “stop the scroll” hooks at the beginning of your social media content posts.  Try it with your main brand tagline and your marketing taglines. 

 

06 – CONTENT DESIGN

Speaking of content, you can also design a content post for social media with your tagline baked right into a designed “quote-type” post.  Do this in Canva and choose an attention-grabbing style that’s consistent with your brand colors & fonts.

 

07 – LINKEDIN ABOUT SECTION

LinkedIn has become much more than posting your resume online for people to see…it’s now another opportunity to market your business and establish your brand.  Use your tagline as the lead-off to your About section to draw people in.

 

08 – LEAD MAGNET / FREE RESOURCE

Your lead magnet is meant to attract new clients and customers and introduce them to what you do.  Add your tagline to your free resource title page or first welcome page if you’re creating a PDF of some kind, or feel free to say it out loud within every intro in a free video series.

 

09 – PODCAST DESCRIPTION

If you’re thinking of adding a podcast to your business, or already have one, and it’s purpose is to attract new leads and bring value to your audience based on what you do, adding your tagline in the podcast description is a great way to go!

 

10 – SUB-TITLE FOR YOUR BOOK

Writing a book?  If it’s directly related to your business, then take a look at your tagline as it could be the perfect sub-title for your new book.

 

Want some solid tagline examples for product & service-based businesses to see how it’s done?  All weeklong in The Brand Building Entrepreneur FB group I’ll be sharing a variety of examples.  Join the group right here.

And…let me know if you’d be interested in a Workshop Your Tagline LIVE event where you can figure out your best tagline with me!