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Creating taglines
short 2-3 words or a little longer?
macrost




msg:927618
 1:31 pm on Oct 13, 2004 (gmt 0)

I am in the process of finishing up a site for the company and we are now creating a tagline.

The problem is the nature of the site encompasses so many things in one particular niche, it's hard to just nail down 3-4 major points.

What have you done, the steps taken to create that perfect tagline that states the business in 3 to 4 words?

 

rogerd




msg:927619
 3:14 pm on Oct 13, 2004 (gmt 0)

If the business is quite diverse, you may want to focus on a more general characteristic of the business. A few really uninspired random thoughts:

The Leader in Widget Technology
High Performance, Great Value
The Friendly Service People

These are all dreadful, but perhaps you can come up with something a bit more exciting that fits your situation.

The challenge you have is that the more general you make your slogan, the greater risk you run that it will be low-impact, bland, and easy to forget. This is a good project for a brainstorming approach, IMO, where you get some creative people together and generate lots of ideas.

EileenC




msg:927620
 3:43 pm on Oct 13, 2004 (gmt 0)

Taglines are tough! Big companies pay in the thousands to develop just the right one. A great tagline is short, specific, and memorable. The problem with many taglines is that they are so general they could apply to almost any business. I did some copywriting for a company a couple years ago that insisted on keeping their tagline: "Service through people and technology." Can you tell me what kind of a business this was? Of course not - because it fits 99% of businesses out there today.

A good tagline takes hours, if not days, of brainstorming. Pull out a thesaurus, a dictionary, free associate words, and write down dozens, if not hundreds, of ideas, no matter how ridiculous they seem. Consider making your tagline focus on only one primary aspect of your business instead of trying to encompass them all. Two or three words seems a little short to me - and will be much more difficult than if you go to six or seven words.

Do me a favor, though, and stay away from my two pet peeves of taglines - ones that use the words "premier" or "total business solution" - those have become so overused that they're now almost meaningless.

macrost




msg:927621
 6:54 pm on Oct 13, 2004 (gmt 0)

Do me a favor, though, and stay away from my two pet peeves of taglines - ones that use the words "premier" or "total business solution" - those have become so overused that they're now almost meaningless.

Haha, I hear ya there. I have and never will use something like that.

The reason I was thinking about a 3 worder is because a site I own, a 3 word tagline fits the scope of the site perfectly.

So I should narrow all of the many areas of the site I'm working on now, and bring it into major subject areas?

rogerd,
Those are great starts, definitely gives my brain a little jumpstart!

Mac

EileenC




msg:927622
 8:59 pm on Oct 13, 2004 (gmt 0)

If your 3-word tagline is specific enough, I say go for it. But if it's too general, you may want to add a few words to make it more specific.

BonniesGang




msg:927623
 4:15 pm on Oct 14, 2004 (gmt 0)

There is a site called taglinesgalore that can be a great help during brainstorming sessions.

Vegas21




msg:927624
 1:40 am on Oct 15, 2004 (gmt 0)


You could test a couple using Google AdWords. This idea would test the direct response quality of the tagline but you can create an ad for your site, bid $0.05 per click and launch 3 ads. Google will rotate them equitably and report the click through rate. That could give you some good feedback.

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