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…

Bob McClain or WordsmithBob, has been a website copywriter in Minneapolis and St. Paul, Minnesota, since 2000. He has focused on developing new, more effective approaches to web writing, web content, web copywriting and Search Engine Optimization. Starting with a BA in Technical Communication and a minor in Creative Writing from Metro State University in St. Paul, McClain has worked diligently to end the use of "corp-speak" and "technospeak" online. His approach is to “humanize” the Web, using real information to guide people to buy rather than turning websites into advertisements that people can easily ignore. McClain is also the creator of Cheap SEO Website Marketing, a website devoted to helping people with the best solutions to DIY SEO at an affordable cost with tips and software reviews. More at Cheap SEO Website Marketing

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Originally posted 2008-09-24 07:27:54. Republished by Blog Post Promoter

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