Copywriting Tips for Crafting Effective Taglines
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Speaker at Copycon19 - Australia's premier event for copywriters and content marketers.
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Copywriting Tips for Crafting Effective Taglines
- 2. #COPYCON19
- 3. #COPYCON19
- 4. #COPYCON19
- 5. #COPYCON19
- 6. #COPYCON19
- 7. #COPYCON19
- 8. #COPYCON19
- 9. #COPYCON19
- 10. BUT SOME ARE EVEN MORE WRONG… #COPYCON19
- 11. #COPYCON19
- 12. #COPYCON19
- 13. #COPYCON19
- 14. GREAT TAGLINES STAND THE TEST OF TIME #COPYCON19
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- 17. #COPYCON19
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- 34. #COPYCON19
- 35. WHAT’S THE POINT OF TAGLINES? #COPYCON19
- 36. THE PURPOSE OF A TAGLINE • To leave the key brand message in the mind of the target • Attaches significant, lasting meaning to the brand • Says ‘If you get nothing else from this ad, get this..!’ via Drayton Bird #COPYCON19
- 37. THE PURPOSE OF A TAGLINE • To leave the key brand message in the mind of the target • Attaches significant, lasting meaning to the brand • Says ‘If you get nothing else from this ad, get this..!’ via Drayton Bird #COPYCON19
- 38. THE PURPOSE OF A TAGLINE • To leave the key brand message in the mind of the target • Attaches significant, lasting meaning to the brand • Says ‘If you get nothing else from this ad, get this..!’ via Drayton Bird #COPYCON19
- 39. THE PURPOSE OF A TAGLINE • To leave the key brand message in the mind of the target • Attaches significant, lasting meaning to the brand • Says ‘If you get nothing else from this ad, get this..!’ via Drayton Bird #COPYCON19
- 40. THE BENEFITS OF A GOOD TAGLINE • An effective tagline will: – Pique interest – Highlight your strengths – Help your prospects instantly understand how you can help them #COPYCON19
- 41. THE BENEFITS OF A GOOD TAGLINE • An effective tagline will: – Pique interest – Highlight your strengths – Help your prospects instantly understand how you can help them #COPYCON19
- 42. THE BENEFITS OF A GOOD TAGLINE • An effective tagline will: – Pique interest – Highlight your strengths – Help your prospects instantly understand how you can help them #COPYCON19
- 43. THE BENEFITS OF A GOOD TAGLINE • An effective tagline will: – Pique interest – Highlight your strengths – Help your prospects instantly understand how you can help them #COPYCON19
- 44. THE BENEFITS OF A GOOD TAGLINE • When it’s well-crafted, your tagline is a major competitive advantage • Distinctive brand asset – Builds mental availability – Can be legally protected #COPYCON19
- 45. THE BENEFITS OF A GOOD TAGLINE • When it’s well-crafted, your tagline is a major competitive advantage • Distinctive brand asset – Builds mental availability – Can be legally protected #COPYCON19
- 46. THE BENEFITS OF A GOOD TAGLINE • When it’s well-crafted, your tagline is a major competitive advantage • Distinctive brand asset – Builds mental availability – Can be legally protected #COPYCON19
- 48. FIRST AND FOREMOST: BE HONEST • Don't boast and don't lie • ‘If you're selling a very ordinary Skoda, don't talk about The Drive of Your Life’ • Let your tagline derive from the truth, rather than what you would like to be the truth • Think hard about what the brand really offers that makes it better #COPYCON19
- 49. FIRST AND FOREMOST: BE HONEST • Don't boast and don't lie • ‘If you're selling a very ordinary Skoda, don't talk about The Drive of Your Life’ • Let your tagline derive from the truth, rather than what you would like to be the truth • Think hard about what the brand really offers that makes it better #COPYCON19
- 50. FIRST AND FOREMOST: BE HONEST • Don't boast and don't lie • ‘If you're selling a very ordinary Skoda, don't talk about The Drive of Your Life’ • Let your tagline derive from the truth, rather than what you would like to be the truth • Think hard about what the brand really offers that makes it better #COPYCON19
- 51. FIRST AND FOREMOST: BE HONEST • Don't boast and don't lie • ‘If you're selling a very ordinary Skoda, don't talk about The Drive of Your Life’ • Let your tagline derive from the truth, rather than what you would like to be the truth • Think hard about what the brand really offers that makes it better #COPYCON19
- 52. FIRST AND FOREMOST: BE HONEST • Don't boast and don't lie • ‘If you're selling a very ordinary Skoda, don't talk about The Drive of Your Life’ • Let your tagline derive from the truth, rather than what you would like to be the truth • Think hard about what the brand really offers that makes it better #COPYCON19
- 53. CONSIDER USING THE PRATFALL EFFECT… #COPYCON19
- 54. #COPYCON19
- 55. #COPYCON19
- 61. HOW TO WRITE A GOOD TAGLINE • Be original – e.g. don't tell me you're going to give me ‘more’ • Differentiate the brand – e.g. ‘It's Independent. Are you?’ • Include a key benefit – e.g. ‘Visa. It's everywhere you want to be’ • Keep it simple – Helps to make it memorable #COPYCON19
- 62. HOW TO WRITE A GOOD TAGLINE • Be original – e.g. don't tell me you're going to give me ‘more’ • Differentiate the brand – e.g. ‘It's Independent. Are you?’ • Include a key benefit – e.g. ‘Visa. It's everywhere you want to be’ • Keep it simple – Helps to make it memorable #COPYCON19
- 63. HOW TO WRITE A GOOD TAGLINE • Be original – e.g. don't tell me you're going to give me ‘more’ • Differentiate the brand – e.g. ‘It's Independent. Are you?’ • Include a key benefit – e.g. ‘Visa. It's everywhere you want to be’ • Keep it simple – Helps to make it memorable #COPYCON19
- 64. HOW TO WRITE A GOOD TAGLINE • Be original – e.g. don't tell me you're going to give me ‘more’ • Differentiate the brand – e.g. ‘It's Independent. Are you?’ • Include a key benefit – e.g. ‘Visa. It's everywhere you want to be’ • Keep it simple – Helps to make it memorable #COPYCON19
- 65. HOW TO WRITE A GOOD TAGLINE • Be original – e.g. don't tell me you're going to give me ‘more’ • Differentiate the brand – e.g. ‘It's Independent. Are you?’ • Include a key benefit – e.g. ‘Visa. It's everywhere you want to be’ • Keep it simple – Helps to make it memorable #COPYCON19
- 66. There is power in simplicity and weakness in complexity. There is power in simplicity and weakness in complexity. #COPYCON19
- 67. HOW TO WRITE A SHITHOUSE TAGLINE • Use corporate gobbledybollocks – ‘Delivering customer-centric e-commerce solutions’ vs. ‘We make it easy for you to get paid’ • Say something meaningless – e.g. ‘Tomorrow’s [your category] today’ • Try to be too clever – ‘Bringing in the rain’ vs. ‘Reliable sprinkler systems for a lawn you’ll love’ • Be pretentious – E.g. ‘Passion to perform’ (Deutsche Bank) #COPYCON19
- 68. HOW TO WRITE A SHITHOUSE TAGLINE • Use corporate gobbledybollocks – ‘Delivering customer-centric e-commerce solutions’ vs. ‘We make it easy for you to get paid’ • Say something meaningless – e.g. ‘Tomorrow’s [your category] today’ • Try to be too clever – ‘Bringing in the rain’ vs. ‘Reliable sprinkler systems for a lawn you’ll love’ • Be pretentious – E.g. ‘Passion to perform’ (Deutsche Bank) #COPYCON19
- 69. HOW TO WRITE A SHITHOUSE TAGLINE • Use corporate gobbledybollocks – ‘Delivering customer-centric e-commerce solutions’ vs. ‘We make it easy for you to get paid’ • Say something meaningless – e.g. ‘Tomorrow’s [your category] today’ • Try to be too clever – ‘Bringing in the rain’ vs. ‘Reliable sprinkler systems for a lawn you’ll love’ • Be pretentious – E.g. ‘Passion to perform’ (Deutsche Bank) #COPYCON19
- 70. HOW TO WRITE A SHITHOUSE TAGLINE • Use corporate gobbledybollocks – ‘Delivering customer-centric e-commerce solutions’ vs. ‘We make it easy for you to get paid’ • Say something meaningless – e.g. ‘Tomorrow’s [your category] today’ • Try to be too clever – ‘Bringing in the rain’ vs. ‘Reliable sprinkler systems for a lawn you’ll love’ • Be pretentious – E.g. ‘Passion to perform’ (Deutsche Bank) #COPYCON19
- 71. HOW TO WRITE A SHITHOUSE TAGLINE • Use corporate gobbledybollocks – ‘Delivering customer-centric e-commerce solutions’ vs. ‘We make it easy for you to get paid’ • Say something meaningless – e.g. ‘Tomorrow’s [your category] today’ • Try to be too clever – ‘Bringing in the rain’ vs. ‘Reliable sprinkler systems for a lawn you’ll love’ • Be pretentious – E.g. ‘Passion to perform’ (Deutsche Bank) #COPYCON19
- 72. #COPYCON19
- 73. “Too many taglines reflect what makes those who run them - the creative people and the client - feel good rather than what will sell.” #COPYCON19
- 75. “Can I be the first to say why I don’t like it?”
- 76. HOW TO ‘SELL’ TAGLINES TO YOUR CLIENTS • Reinforce the purpose of a tagline • Explain the importance of truth • Encourage professional detachment • Show them the evidence for concrete language #COPYCON19
- 77. HOW TO ‘SELL’ TAGLINES TO YOUR CLIENTS • Reinforce the purpose of a tagline • Explain the importance of truth • Encourage professional detachment • Show them the evidence for concrete language #COPYCON19
- 78. HOW TO ‘SELL’ TAGLINES TO YOUR CLIENTS • Reinforce the purpose of a tagline • Explain the importance of truth • Encourage professional detachment • Show them the evidence for concrete language #COPYCON19
- 79. HOW TO ‘SELL’ TAGLINES TO YOUR CLIENTS • Reinforce the purpose of a tagline • Explain the importance of truth • Encourage professional detachment • Show them the evidence for concrete language #COPYCON19
- 80. HOW TO ‘SELL’ TAGLINES TO YOUR CLIENTS • Reinforce the purpose of a tagline • Explain the importance of truth • Encourage professional detachment • Show them the evidence for concrete language #COPYCON19
- 81. #COPYCON19
- 82. #COPYCON19
- 84. RULE 1 Do NOT charge by the hour #COPYCON19
- 85. “If I do a job in 30 minutes, it’s because I spent 10 years learning how to do that in 30 minutes. You owe me for the years, not the minutes.” - Davy Greenberg #COPYCON19
- 86. Do NOT charge by the word RULE 2 #COPYCON19
- 87. #COPYCON19
- 88. HOW TO CHARGE FOR TAGLINES • Charge what is fair for the value you provide • Don’t imagine raiding your savings to pay for your own copywriting services, because you are not your ideal client • Don’t consider how you would feel paying for your time, because you’re not selling your services to yourself #COPYCON19
- 89. HOW TO CHARGE FOR TAGLINES • Charge what is fair for the value you provide • Don’t imagine raiding your savings to pay for your own copywriting services, because you are not your ideal client • Don’t consider how you would feel paying for your time, because you’re not selling your services to yourself #COPYCON19
- 90. HOW TO CHARGE FOR TAGLINES • Charge what is fair for the value you provide • Don’t imagine raiding your savings to pay for your own copywriting services, because you are not your ideal client • Don’t consider how you would feel paying for your time, because you’re not selling your services to yourself #COPYCON19
- 91. HOW TO CHARGE FOR TAGLINES • Charge what is fair for the value you provide • Don’t imagine raiding your savings to pay for your own copywriting services, because you are not your ideal client • Don’t consider how you would feel paying for your time, because you’re not selling your services to yourself #COPYCON19
- 92. SOME BEHAVIOURAL SCIENCE TECHNIQUES • Framing – e.g. compare your rate to that of big agencies • ‘Because’ – e.g. ‘I charge this because I’ve written these successful examples.’ • Social proof – e.g. demonstrate what others pay for a similar project • Scarcity – Show that you are busy and in demand #COPYCON19
- 93. SOME BEHAVIOURAL SCIENCE TECHNIQUES • Framing – e.g. compare your rate to that of big agencies • ‘Because’ – e.g. ‘I charge this because I’ve written these successful examples.’ • Social proof – e.g. demonstrate what others pay for a similar project • Scarcity – Show that you are busy and in demand #COPYCON19
- 94. SOME BEHAVIOURAL SCIENCE TECHNIQUES • Framing – e.g. compare your rate to that of big agencies • ‘Because’ – e.g. ‘I charge this because I’ve written these successful examples.’ • Social proof – e.g. demonstrate what others pay for a similar project • Scarcity – Show that you are busy and in demand #COPYCON19
- 95. SOME BEHAVIOURAL SCIENCE TECHNIQUES • Framing – e.g. compare your rate to that of big agencies • ‘Because’ – e.g. ‘I charge this because I’ve written these successful examples.’ • Social proof – e.g. demonstrate what others pay for a similar project • Scarcity – Show that you are busy and in demand #COPYCON19
- 96. SOME BEHAVIOURAL SCIENCE TECHNIQUES • Framing – e.g. compare your rate to that of big agencies • ‘Because’ – e.g. ‘I charge this because I’ve written these successful examples.’ • Social proof – e.g. demonstrate what others pay for a similar project • Scarcity – Show that you are busy and in demand #COPYCON19
- 97. #COPYCON19