Tips on making great taglines
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Tips on making great taglines

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Tips on making great taglines. How to make a great tagline.

Tips on making great taglines. How to make a great tagline.

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  • 1. Tips on Making Great Taglines
  • 2.    The best slogans of all time make us think, they fuel our imaginations, they possess a "feel good" factor, and they rarely mention the product or business actually being promoted. An outstanding slogan engages audiences and inspires people to associate it with the brand that uses it; although in some cases, the slogans can be more popular than the brand itself. In fact, many brands create taglines that are so successful and unforgettable that they become slogans on life in general! 2
  • 3. Just do it...We try harder...The ultimate driving machine...Be all that you can be.  They're called taglines and they're one of the best ways of defining any product, service, company or organization and distinguishing it from its competition.  A smart, memorable tagline will build a positive brand image, and reinforce that image for years. 3
  • 4. A Tagline…. A tagline or a slogan is a phrase (for example, “Just Do It™”) intended to get “stuck” in prospects’ heads. The tagline should be short and memorable. 4
  • 5. 'A Diamond is Forever''    This deceptively-simple advertising slogan was launched by The De Beers Diamond Company in 1938 and headlines one of the most successful and longestrunning marketing campaigns of all time. Those four little words—a diamond is forever—suggest a sense of timeless romance and inevitably tie that romance to DeBeers’s product (diamonds) with an unforgettable impact. The DeBeers Diamond Company remains one of the largest diamond suppliers in the world, and this effective tagline is still in use. 5
  • 6. “Just Do It''    In 1988, a struggling sportswear company called Nike introduced this memorable line into its advertising and soon catapulted to the front of the pack. This quality slogan brims with attitude and captures the defiant and determined mentality that’s required of successful sports stars. "Just Do It" is a bold statement that drives consumers to action, inspires athletes to work harder, and causes audiences to instantly associate it with Nike’s apparel and accessories. 6
  • 7. ''Where's the Beef?'‘    This marketing campaign, created for Wendy's by Saatchi & Saatchi, captured the frustrations of every fast food patron in the 1980s. The catch phrase rapidly became a symbol for everything that deficient in substance and quality. While the campaign ran for only a few years, the wildly-popular slogan endured and took on a life of its own. 7
  • 8. 'Don't Leave Home Without It’    American Express launched this campaign, created by Ogilvy & Mather, in 1975. The slogan was intended to establish traveler’s cheques and traveler’s check cards as essential accompaniments to daily life. Since its release, this catchy tagline has been quoted, parodied, and repeated so often that it has worked its way into the American life. 8
  • 9. 'Melts in Your Mouth, Not in Your Hand’     Coined by ad man Rosser Reeves and introduced by M&Ms in 1954, this enduring slogan has real appeal to consumers of all ages. It addresses a problem that every kid and every parent is familiar with candy mess. This slogan's simple truth is recognizable to many generations of parents and children worldwide. Even though M&Ms has since changed product taglines, audiences still easily recognize and identify this one. 9
  • 10. The Rules The following are some rules for creating great taglines: Don’t be “cute”. Cute often is seen as “cheesy”. 2. Do focus on the benefit to the customer. 3. Don’t repeat any of the words in your company’s name. 4. Do spend time with a thesaurus. 5. Don’t use more than 7 words (human short term memory limit). 6. Do use short words. 7. Don’t use well-worn phrases. 8. Do use an emotion word to invoke the benefit (pain, pleasure, safety, etc.) 9. Don’t think a tagline replaces good marketing strategy. 10. Do ask your existing best clients what they think of your 10 tagline. 1.
  • 11. Keep the BRAND in mind Your tagline should be short and memorable.  However, if you blindly follow that logic you'll be asking for trouble. Because it's not how short you make it, it's how you make it short. You don't want to compromise a great line simply for brevity.  With a diamond ring on your finger...there is no way you are just best friends - DeBeers  It should sum up your product’s themes and tone.  It should be a sticky phrase with some personality that ties into your brand.  That's a lot to accomplish in just a few words.  The more specific the topics you write about in your ad the easier it is to make a tagline.  As with any part of your brand identity, look to see if there is something else that differentiates your product.  Something that could help you to stand out. That something 11 might make a good tagline and is worth exploring 
  • 12. Example A tagline can also give a company personality.  One great example is Avis. When Avis (the # 2 car rental behind Hertz) used the tagline, "We try harder", they not only turned being #2 into a positive they also gave their company a likeable, underdog personality.  It humanized Avis. And, to help support that company personality, every ad Avis created evolved from that simple, brilliant, three-word tag about better service. Now, over fifty years later, Avis still uses "We try harder."  Another great example is "You're in good hands with Allstate" in 1956. Being "in good hands" conveys a caring, protective personality.  A more recent example is "Think different" for Apple Computer. Created in 1998, the line gives Apple the personality of being innovative and apart from the rest. 12
  • 13. Example     The best way to get something to “stick” is to capture your potential customer’s problem and pain and show the solution. Don’t write a tagline from the perspective of how great you are - no one really cares. Let’s say we are looking to hire the best Realtor that we can find to sell our house. We are looking for someone who: has a proven track record, is a great listener, is a great negotiator, and can get us a great deal. We filter every Realtor that we meet. Which of the following Realtor taglines would be most likely to appeal to you? * Your Realtor With Heart * Finding Your Dream Home * Your Realtor For Life * I Know Your Neighborhood * The Hardest Working Realtor You’ll Ever Meet * Selling Homes Is All I Do 13
  • 14. How a Great Tagline Can Help Your Business        An tagline should communicate the unique essence and advantage of your brand – not a whole bunch of things you believe you do well. Make sure your slogan is congruent with who you are. If you tell people one thing but turn out to be another, you instantly lose credibility. Your line should be clear, not necessarily clever. Crisp, descriptive, on-target, and benefit-oriented. Using or modifying an idiom can make your advertising slogan even  more memorable. "Straighten up and dry right" for a hair straightening iron is "stickier" than "Gives you straight hair." That's why, as much as you can try to break it down to a formula, you can't. A great tagline involves a perfect mix of right-brain creativity and left-brain strategic thinking. Both are critical because it won't matter how clever it is if it's the wrong message, and it won't matter how strategically smart it is if it's 14 dull.
  • 15. How a Great Tagline Can Help Your Business    To the uninitiated, however, creating a good tagline can seem relatively easy. After all, it's just a few simple words, right? And, the truth is, anyone can come up with some tagline-like phrase. The question is; Would it be something that you'd want to define your company for the next 20 years? Remember, just as a smart, creative tagline will help your business, a poor one will work against it.  15
  • 16. How a Great Tagline Can Help Your Business One final note:  A great tagline isn't just for large businesses. In fact, it's especially important for smaller, unknown businesses.  Why? Because most have little to zero brand awareness ... and you won't get prospects excited if they aren't even sure what you do. 16
  • 17. Some Taglines      Sentry Home Alarm Systems Because some things in life you can't replace. Janovic Home Furnishings After all, there's no place like home. Online investment tracking service Real investors, real money, real-time. Bausch & Lomb Predator Sunglasses Stalk the Sun Central Trust The Bank with Human Interest 17
  • 18. Hand-made cards, "home-made" perfume and tea (luke warm) and toast in bed (at 6 am!!)...PRICELESS!! (for everything else there's mastercard!!!) A mother 18