In my last post, I told you that not every business needs a tagline. However, if you’re one of those businesses that does need a tagline, you may be wondering where to start. How are you supposed to come up with a short, slick phrase that sums up what your brand is all about? Keep reading below because I’m breaking down how to write a tagline that makes your business memorable.
Need some extra help coming up with the perfect tagline for your business?
Download my list of 7 free tagline generator tools.
Step 1: Write short descriptions of what you do
Many people think taglines are supposed to be witty or clever. And it’s true that they can be. But you never want to sacrifice clarity or function for wit and cleverness. After all, the primary purpose of your tagline is to tell people what your business is all about. It can’t do this if it’s too busy spinning puns or trying to be funny.
To write a tagline that communicates what your business is about, start by writing short descriptions of your business. In as few sentences as possible, write down what you do and who you do it for. First drafts are rarely the best ones, so feel free to write multiple descriptions. You never know which one will contain just the right words and ideas to become the basis of a solid tagline.
Example
Let’s say that you make homestyle cakes for intimate family gatherings and other special events. These aren’t ultra-fancy cakes for weddings or other large celebrations. Instead, they’re delicious treats that feel like they were baked right at home in grandma’s kitchen. Here’s a description you could write about your cake shop:
“We bake homestyle cakes for family gatherings and other special events. We use fresh, high-quality ingredients to produce the best flavours and textures, the kind you would find in your grandma’s kitchen.”
Step 2: Write phrases that describe the benefits you offer
When you write a tagline, you don’t just want to describe what you do. You also want to communicate the benefits of your product of service. That’s why this next step is about coming up with phrases that describe the benefits of your product or service. People will ultimately buy your product or service if they believe it will make their life better in some way. That’s why you want to write a tagline that conveys the benefits of your brand to them.
To communicate the benefits of your brand in your tagline, brainstorm phrases that describe these benefits. As you did in Step 1, write multiple phrases so that you can take your pick of the best ones later. The ones you ditch don’t even have to go to waste. You can always use them in sales copy or in marketing campaigns later.
Example
Here are some possible benefits of your homestyle cakes.
You cakes…
- Taste delicious
- Make serving dessert hassle free
- Save people time
- Earn compliments from friends and family
Related: 9 copywriting secrets to write better sales pages + free list of 100 copy phrases
Step 3: Assemble possible taglines
At this point, you’ve got a set of brand descriptions and a set of phrases that describe benefits. Now it’s time to put them together to write a tagline. Feel free to mix and match descriptions and phrases to create multiple possible taglines that are powerful and memorable. You can also add additional words or use a thesaurus to give your taglines a bit of spice. Just remember that clarity is still your #1 goal. You don’t want to end up with a tagline that feels like it belongs in a comedy skit or poetry book.
Example
Here’s one possible tagline for your cake shop: “Enjoy the taste of grandma’s cake but without the mess and hassle.”
Need some extra help coming up with the perfect tagline for your business?
Download my list of 7 free tagline generator tools.
Step 4: Cut and trim
Now that you’ve assembled multiple possible taglines, it’s time to pick the strongest ones. Examine each tagline individually and think about its strengths and weaknesses. For example, does it communicate your brand’s purpose clearly? Does it describe the benefits you offer? It is powerful and memorable? Use these questions to narrow your list down to two or three solid taglines.
Once you’ve settled on your top contenders, trim them to make them as concise as possible. Eliminate unnecessary words or think of ways to reword your taglines to make them more concise. Try to make your taglines as simple as possible.
Example
Here’s how you can shorten the tagline we came up with in Step 3: “Grandma’s cake without the mess and hassle.”
Step 5: Sleep on it
Rome wasn’t built in a day. So don’t expect to write a tagline that’s powerful and punchy within this timeframe. Instead of forcing yourself to choose a winner right after completing Step 4, sleep on your top contenders. Give yourself a few days to think about your options so that when you select the strongest tagline, you know it’s the right one.
Use these steps to write a tagline that attracts and engages
It may seem hard to write a tagline that’s powerful and memorable. After all, how do you sum up your brand in just a few words? But remember that writing a tagline isn’t like writing a legendary poem or play. Instead, it’s about communicating what you do and why it matters in a way that’s clear and concise. Use the steps I’ve outlined above as a systematic way to write a tagline for your business. They’ll help you craft an informative tagline that gets your audience’s attention and keeps them interested.
Need some extra help coming up with the perfect tagline for your business?
Download my list of 7 free tagline generator tools.
