tagline

  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.

ServPro - Like it never even happened is a great tagline or slogan. Why? Because it is totally focused on what their customers want. They literally took the words right out of their customers mouths.

What is it people who’ve suffered smoke or water damage to their home want the most? They want their home to look and feel “like it never even happened.”

That slogan is so good it makes me want to pick up the phone and call them every time their commercial plays. It resonates that well.

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).