Taglines can be a tough proposition. How do you embody everything your company stands for in a handful of words?

One of the best taglines ever written was, “Fresh, hot pizza in thirty minutes or it’s free.”

Dominoes, right?

I’ve been thinking a lot about taglines lately for two reasons. Almost every client I get either doesn’t have one (because they can’t think of one) or has a bad one (that may have sounded impressive to the owner at the time but doesn’t mean a thing to potential customers or clients).

The other reason is because I was driving down the highway the other day and saw a courier truck with the company tagline proudly displayed across the back of the truck:

“Dedicated to Performance.”

And I asked myself, what does that mean to someone who needs a package delivered? This tagline could be attached to any company. A grocery store, a car company, a hair salon or a tax service. What’s the difference? And finally, who cares?

Now compare that tagline to another company in a very similar business:

“When it absolutely, positively has to be there overnight.”

FedEx.

Do you see the difference? That tells me exactly what FedEx does and why I want to use them. Do you think they would have become one of the largest delivery companies in the world with the tagline: Dedicated to Performance?

To learn more, read my article on how to create a tagline or slogan for your business.

Originally posted 2007-09-06 07:24:33. Republished by Blog Post Promoter

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