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E-ssential Message # 048: Is your tagline too clever? Just do it! Don't leave home without it. When it absolutely, positively has to get there overnight. The ultimate driving machine. A diamond is forever. If the world's most enduring taglines are simple, straight-forward and self-evident, why is it that so many of my clients ask me to come up with a 'clever' tagline for their own businesses? Yes, a tagline can be extremely helpful in positioning your business and in making it more memorable, but trying too hard to be clever (almost always) has the opposite approach. Now look at these taglines again and try to imagine them without the name of the company or logo beside them, and without being familiar with their brand. They'd just be words on a computer screen -- with no inherent cleverness, (or special tagline powers for that matter). We try harder. Where's the beef? A mind is a terrible thing to waste. You deserve a break today. It's the Real Thing. Think Different. So how do you come up with a great tagline? Well, that would take a bit longer to answer than 57 seconds, but the first step is to absolutely, positively dispel any preconceived notion of what you think a tagline should be. The right tagline for your business may be straight-forward or it may indeed be clever. (I can think of just one really good clever tagline... how about you?) It may also be long or short, a summary statement or focused on a specific aspect, evocative or provocative, negative or positive, funny or serious, about the business or about the customer experience... but whatever it is, it absolutely, positively has to fit with the brand challenge and objective you have. In fact, the right tagline for your business should always be evaluated as an integral part of the overall ' name package' -- which consists of three things: the nickname (the name that most people use in conversation); the qualifier (the category or business you're in); and finally, the tagline. (You can read more about the name package approach in my eBook, 'You Name It!') Like a caller on my last teleclass who said, 'I am soooo relieved to hear that I don't have to try to come up with a clever tagline', you too can now breathe a sigh of relief. (Or not, depending on what your company's tagline is...)

FYI : If you're a consultant, advisor, independent professional or emerging company who is tired of pushing so hard to get sales – and you're ready to learn a better way to differentiate, position and brand yourself, we can help. As expert copywriters, we can help you get the clarity you need and the business you want. That's what the Essential Message is all about. For information about our workshops, coaching, copywriting and consulting services, or booking me to speak at your event, please call 416 534-4766 or link to www.EssentialMessage.com.

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