Creative Corner: The Power of Taglines
Not too long ago, Jolt Cola appeared on the scene with a great tagline: “All the Sugar, Twice the Caffeine.” It has since cut it to “Twice the Caffeine.”
2. Write down all the words that might describe your company, your company’s personality, products and services. Then, write down all the words that might describe your prospects and customers. Try them in different combinations, add verbs, cut excess words, really stretch things. Make sure you try everything you can think of from the totally ridiculous to the mundane. You’ll be delighted with the 100 or so taglines you’ll come up with after a few hours.
I was thinking about that the other night when I saw a commercial for Target. At the end of the spot, the female voice-over said “Tarzhay” in an over-the-top French accent. Why would it mess with its name? Well, a lot of Target customers say the store’s name just like that, as a joke to make it sound classier. Someone at “Tarzhay” decided to be the customer, and it works.
3. Express your unique selling proposition from your prospect’s perspective. “Apply to the forehead” is one way. FedEx’s, “When it absolutely, positively has to be there overnight,” is another way. So is NyQuil’s, “The nighttime, sniffling, sneezing, coughing, aching, fever, sleep better to feel better medicine.”
Levenger’s catalog uses “Tools for Serious Readers.” Hallmark is for “When you care enough to send the very best.”
You could easily write 500 or 50,000 words about your company to explain its raison d’etre. Try doing it in less than 10. Remember, it’s the elevator pitch for your company that will sharpen your competitive edge in the integrated world of brand and direct.
Lois K. Geller is president of Mason & Geller Direct, a full-service direct marketing agency located in Hollywood, Fla. Her latest book, published November 2006, is entitled “Sold! Direct Marketing for the Real Estate Pros.” You can reach her at email@example.com.