Creating A Killer Tagline
By Gerry Foster

Copyright 2003 by Gerry Foster

What do all of these advertising claims have in common?

BMW – the ultimate driving machine

Michelin – because so much is riding on your tires

Tylenol – it’s hospital recommended

Neutrogena Cleansing Bar – take your skin beyond clean … all the way to clear

Lite Beer from Miller – tastes great, less filling

Lays Potato Chips – bet you can’t eat just one

Rolaids – spells relief

Allstate – you’re in good hand with Allstate

Chevrolet – like a rock

Visa – it’s everywhere you want it to be

DeBeers – a diamond is forever

Army – be all that you can be

The answer:  They’re classic tag lines that let consumers know what they will get from that brand, or what’s possible if they use that brand.

In the long and challenging process of “standing out in a crowded market,” provocatively expressing the unique value of your service with imaginative, compelling words is critical to your success.  The tag line – which should appear underneath your logo or company name on a business card – is the key copy phrase that enrolls people in the services you have to offer.

Make no mistake about it, when it comes to differentiating yourself from the crowd, there’s nothing like the power of a tag line.  It’s like a thumbprint – it’s a distinct, worthy identity that is absolutely, positively yours.  It’s telling people that you are one of a kind.

See, there may be others in the same business as you, but no one is just like you.  No one possesses the qualities that make you unique.  No one thinks like you, or loves working with people like you, or may be as committed to get the job done, with your level of energy, dedication, and follow-through.  No one has a knack for solving certain types of problems like you do.  No one communicates, and listens, and is as good-natured as you are.  You are like no other.  You are truly special.

These are just a few examples of the distinguishing values and talents you might possess.  I don’t know.  You tell me.  You have to decide on who you are and what is distinct about you so you can declare it to your target audience in the form of a tagline.

In advertising, developing a tagline is part of a branding process called, “finding the single, BIG IDEA in your brand (your service).”  Taglines are a proven way to help generate and maintain name recognition in the markets you compete in.  So much so that something always relevant, and always fresh will come to people’s mind when they hear your brand name or see your logo.

There’s probably no better example of this than what Procter and Gamble has done with the runaway laundry detergent leader - Tide - over the years.  Even back in the day when I was with P&G working one cubicle over from the Tide Brand Group, Tide was positioned as the “best against dirt.” Over the years, some classic taglines have been developed:  “Tide’s In, Dirt’s Out,” “Tide gets out the dirt kids get into,” “Dirt can’t hide from intensified Tide,” and “If it’s got to be clean, it’s got to be Tide.”

Each copy word cuts to the chase.  It lets the consumer know instantly what value he or she will receive.

Flag Your Uniqueness

The ball is in your court, as they say.  You’ve got to decide on the unique value you can be counted on to deliver.

Is it a solution to a problem, a desired result, or an incredible contribution you provide? 

Do you wish to promise certain “feelings” and “beliefs” (emotional benefits)?

Or, what about performance factors (something you can deliver consistently)?  Maxwell House Coffee has staked its claim as being “Good to the last drop.”  Gladlock claims it will keep your food fresher.  Gatorade promises unsurpassed thirst-refreshment and replenishment.

Or, maybe you want to develop a tagline that reinforces the process you use to deliver your value.  Folger’s with the simple “Mountain Grown” tagline grew into a leading brand of coffee.  Always sanitary napkin has “Dri-Weave” protection.  And in the beer market, Budwieser is known for beechwood aging; Stroh’s for fire brewing; and Miller Genuine Draft for cold filtering.

Again, what do you bring to the table?  What values, talents and skills make up your distinguishing characteristics?  What do you wish to be known for? 

I worked with a financial planner who said he was a “financial weight lifter.”  “I’ll take the financial burdens off your shoulders, put them onto mine, and help you achieve financial independence,” he promised.

A massage therapist calls herself a “massage magician.”  Through the “magic of my hands, I will eliminate most pains, stress and discomfort,” she said.

A Swedish woman specializing in skin care provides “the ultimate in Swiss skin care.”  She declared, “I will make you feel and look younger, healthier and more attractive.”

A former business relocation specialist client calls himself a “Trendzitionist,” because he can show companies who are planning relocation how to unscramble business transitions so the process of change can result in a better return on their investment.

Additionally, I know of a real estate whiz that says he can show you how to “finance real estate with zero money down,” a time management coach who claims “make more money, work fewer hours,” and a CPA who uses his knowledge of tax laws to “save over $1,000 in taxes above what you’re already doing.”  Each of these service providers could then whittle down their claims-to-fame to a tagline.

My own tagline is “What you need to know … to grow.”  It appears in all my printed marketing materials and on my website.  It reflects my core personal values, which are generosity, spirituality, and inspiration.  It expresses my unique purpose and calling on my life which is to teach. And, accordingly, to effectively manage Gerry Foster Marketing, a business development and marketing firm dedicated to teaching service providers around the world "how to fulfill their call of greatness by marketing themselves as masters in their field." It also connects with one of my key work-related talents, which is being a good communicator (i.e. speaking, training, and writing).

What’s more, it accentuates my “stand” to make something possible for my clients that may not have been possible before, and to do good works for others that give honor and glory to God.

And, I might add, “what you need to know ... to grow,” is a much better tagline than  “marketing specialist” or “marketing consultant/speaker/trainer/writer/coach.”  I’ve seen that one a few times over the years.

So, my friend, it’s time to get busy.  Take plenty of time to develop your tagline.  Let it be something you are proud of, can hang out with, and can grow with.  Above all, stay away from the same generalities and platitudes as everybody else.

Just remember:  You’re Special!!

Please contact me directly by phone at 949.499.1174 or by email at gerry@masterymarketing.com if you desire assistance with developing your tagline; this can be a daunting task for most people.