HOW TO TURN YOUR TAGLINE INTO AN EMOTIONAL ELEVATOR PITCH
When it comes to taglines, mainstream thinking is that the-shorter-the-better is best. Take car companies, for example; they love the short-and-sweet tagline:
Porsche: Intelligent performance.
Toyota: Moving forward.
Volkswagen: Das auto.
Why do taglines need to be short? They don’t! Short slogans like these, in my opinion, are not very effective. And it's not because they're short; it's because they're not very memorable. What makes a slogan memorable? Emotion.
So take off your safety gear of what you think you should do, and remember this quote from Steve Jobs:
Sure, slogans should be as short as possible, but there's a trade-off: taglines should be long enough to contain some words that trigger the right side of your customer’s brain (the emotional side) as opposed to the left side (the logical, analytical side).
Nike’s "Just do it" is one of those slogans. It's memorable because the slogan emotionally touches a procrastination button that exists on the right side of your brain. "Why keep thinking about it? Just do it."
Granted, some short taglines work, but most of the slogans people remember are relatively long. Let’s take a look:
"Avis is only No.2 in rent-a-cars, so why go with us? We try harder."
They use what some might see as a weakness, and turned it into a strength. We can all relate to the feeling of being Number 2, and how we would work extra hard just to be Number 1. It’s brilliant.
Dyson founder, James Dyson, was frustrated with traditional vacuum cleaners that became clogged and lost suction over time.
“The first vacuum cleaner that doesn't lose suction."
Imagine if their slogan was: “Been serving the vacuum industry since 1987.” Bor-ing! Also, this conventional kind of tagline is all about Dyson, and not about how the customer benefits and how their pain point is solved.
Geico is well known for using strange, off-the-wall humour, usually to reinforce their slogan:
"15 minutes can save you 15% or more on car insurance."
We all know this slogan and can relate to the emotion. To top it off, Geico just released their 15-second pre-roll ads and took it to the next level by showing what the brand could communicate in 15 seconds? Evidently, a lot.
4. LAS VEGAS
"What happens in Vegas, stays in Vegas."
I didn’t even know Las Vegas had a slogan. I always thought it was just something you said when going to Las Vegas – so how’s that for effective?!
5. SECRET DEODORANT
Carol H. Williams, who coined the Secret tagline, said women in the 1970s were perceived as soft, delicate creatures that didn’t sweat; some woman had to resort to using their husband’s deodorant thinking that it was stronger. So, her tagline hit a trigger point in women that reaffirmed their femininity AND their ability to do anything that a man can do.
"Strong enough for a man, but made for a woman.”
6. BOTTEGA CREATIVE
And lastly, I would like to share an example from my portfolio for a promotional video company that specializes in short and to-the-point promo videos for businesses that need effective sales tools.
"Maximize your first impression in 60 seconds or less."
Hi, I'm Tenille Villebrun,
I help Solopreneurs, Mompreneurs, Entrepreneurs & small businesses (1-2 people) - bring theirs business idea(s) to life.
Whether you're the "get someone else to do it" type or the "D.I.Y" type - there is an option for you to get your brand & website up and running!