How To Create Great Tag lines – 2 Tag lines That “Work And Deliver”
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I’ve seen two tag lines recently that really impress me:
VAN EX – Every Time You Call Us…We Deliver
Pro Staff – Talent That Works
Why am I so impressed with these two tag lines?
Because they both operate on more than one level. Let’s do a little quick analysis to see why these two tag lines work and what makes them special.
First, let’s look at VAN EX – Every Time You Call Us…We Deliver
On the first and obvious level, they tell us that every time we call them, your package will get delivered, which implies a guarantee of delivery.
However, the more subtle “guarantee” or promise is that every time you call them, you’ll get the kind of top-notch service you want, In other words, “we deliver.”
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Now let’s look at Pro Staff – Talent That Works
First, they have the advantage of a name that really says what they do. This makes it easier to create a tag line that “works.” I love that they used the word Talent rather than staff or employees or workers or some other pedestrian term.
It implies that the people they supply don’t just “show up to collect a paycheck.” They are implying that the people they supply are “special” or “unique.” It reminds me of the “Bob from Accountemps” commercials.
Also, not only does the word Talent suggest that you’ll get someone special, but Works pretty much tells employers exactly what they want to hear. We’ll send you someone special and they’ll work their tail off for you. I love it!
You might also want to read this blog post on internal company slogans…
Originally posted 2008-09-24 07:27:54. Republished by Blog Post Promoter

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5 Comments
March 26th, 2010 at 5:27 am
The points you’ve just mentioned are very delicately crafted int eh meaning of the words and policies beyond them. Are these the two major points in creating tag lines
March 26th, 2010 at 6:15 am
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March 26th, 2010 at 8:17 pm
Obviously each of these two companies truly knows what business it is in. Many businesses don’t really know this.
March 27th, 2010 at 9:50 am
You are so right, Phyllis. I don’t know how many taglines I’ve seen for businesses that I could easily slap the same tagline onto a totally unrelated business and it would have failed just as well.
Taglines aren’t something you make up over your kitchen table one night. They really need to “tag” your business on several levels. It should so reflect the true meaning of your product or service that it couldn’t be used by any other company.
April 1st, 2010 at 6:24 am
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