- When it comes to taglines, there are two types:
those that make you money and those that lose you money.
So in this video, let's make sure
we've got the right one for your business.
Let's get to it.
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Hey there, my name is Adam Erhart,
modern marketing strategist,
and welcome to the Modern Marketing Show,
where we help you make marketing that matters.
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So first off, what exactly is a tagline?
Well, sometimes referred to as a slogan or a catchphrase,
and basically all it is
is describing what your company does.
And when it comes to taglines,
there's two mistakes that most people make.
Number one is they either try to cram everything into it
and describe every product and service
and offer that they have
and essentially make it a big, jumbled, confusing mess.
The other mistake that so many businesses make
is they try to be too clever and too creative.
And at the end of the day,
nobody knows what you're talking about or what you even do.
Neither of those are good.
And neither of those are really your fault, either.
After all, most of the taglines that you know
and that are studied and even taught in schools
come from really well-established brands
and massive businesses and huge corporations
that are well-established and well-known the world over.
These titans of industry don't need to advertise exactly
what they do because most people already know.
So let's get into how to avoid this trap
so your tagline can bring home the bacon,
which actually kinda sounds like a tagline.
Bring home the bacon.
That's gotta be a tagline.
All right, let's get to it.
The very first step in coming up with a tagline
that makes you money is to mix one part creativity
with one part clarity,
and go a little extra heavy on the clarity.
The way that I like to approach this is simply this.
If you've got a really clever business name
that's kind of ambiguous
and doesn't really clearly describe what you do,
well then you're gonna need a really specific
and really clear tagline that basically sums up
what you do and who you do it for.
On the flip side, if you have
a really crystal clear business name
that pretty much describes what you do,
well, you've got a little more creative freedom
with your tagline so you can afford
to spice it up just a little,
but don't get too carried away.
An example of this would be,
let's say you've got a really clear
and specific business name
that pretty much says exactly what you do,
something like Joe's Plumbing.
Clearly a plumber.
Well, this means that your tagline
can get a little more creative.
Maybe something like a good flush beats a full house.
Or we're number one in the number two business.
Or got a leak?
I'll take a peek.
Or plumbers do it at the crack of dawn.
Okay, I'll stop now.
On the other hand, let's say your business
is a little more ambiguous or not as clear
or maybe even just your name, something like Joe Stevenson.
Well, then you're going to wanna be a lot more clear
and a lot more specific in your tagline.
In this case, maybe something like a professional plumber
when you need it most.
It's not sexy, but it works.
Now, if you're just getting started
and you've never come up with a tagline
for your business before,
well then these next tips are really gonna help you,
and essentially, we're gonna go
through three different questions
you're gonna wanna answer and fill out
and then we can get to work from there.
The first step is to really clearly define what do you do.
I'm talking about your business, your product, your service,
and the benefits that you provide to your customers.
Talk about what you do and how you help bridge the gap
from where they are to where they wanna get to.
And essentially, the gap and the bridge that you're making
is your product, your service, or your business.
Now typically, what we find is that the bigger the business,
the harder this is gonna be to define.
After all, you likely have a number of different solutions
and products available
but really try to describe as clearly
and as accurately as possible what you do.
The next question to ask is who you do it for
and what we're talking about here
is really building out a complete ideal customer avatar,
someone that fits that ideal and most perfect client
or prospect or customer that you'd like
to have in your business.
Now, when you're building out your ideal customer avatar,
make sure to include things like their demographic details,
like their age, gender, income, occupation, title,
things like that.
Their geographic details like what,
cities, state, province, country,
maybe even what neighborhood they live in.
And of course, their psychographic details
like their attitudes, their interests, opinions, beliefs,
and organization or groups they may be a part of.
The clearer you are here,
the more accurate your ideal representation is,
the better your marketing is going to connect
and the more accurate your tagline
is going to be able to be.
The final question to ask yourself is how do you do it
and what we're talking about here
is your unique Selling Proposition.
Essentially, how you do what you do,
that's different or better and really separates you
from the competition.
Do you have some kind of proprietary method
or unique signature system
or unique methodology or maybe even some kind of tool
that you use that others don't have?
Well, this is where you wanna describe that.
All right, so now that you've got
all those questions answered,
it's time to put it all together into one clear, concise,
and cohesive tagline.
First, you wanna brainstorm
and essentially mind dump everything
and just get it outta your head and onto a sheet of paper,
onto a document on your computer.
Now, this is where things get a little tricky
but you wanna go back and edit this down as best you can
and try to really get it down to maybe a sentence or two
or three at the absolute most.
From there, you're gonna wanna edit it down even further
and remember, focus on brevity and clarity.
So keep it short and keep it really clear.
Try to get it down now to about a sentence.
The odds are good that you're probably gonna have
a number of different sentences to choose from
and that's okay because that's gonna lead us
to our next step which is to then take that sentence
or two or three, depending on how many different ones
you've come up with,
and run them by your ideal target market,
some of your potential customers,
and some of your existing customers.
See which ones resonate
and which ones accurately you've defined
and essentially reflect your business and what you offer.
At the end of the day, the type of tagline
that makes you money is the one that's clear
because confused customers don't buy.
After all, how could they
if they don't even know what you do?
All right, so thanks so much for watching
and I hope you enjoyed the episode.
If so, make sure to give it a thumbs up,
subscribe to the channel,
and say hello in the comment section below.
Also, for more great content like this,
make sure to head over to adamerhart.com
which is packed full of all sorts of videos
and resources and articles
who'll really help take your business
and your marketing to the next level and way beyond that.
So thanks so much for watching
and I'll catch you next time on the Modern Marketing Show.