News flash: your business’ slogan doesn’t have to be on Nike’s “just do it” level to be impactful.
And while we’re talking about it, your tagline also doesn’t need to rhyme, have alteration, fit into 3 words or statements.
So what DOES make up a good tagline?
Today I’m taking you behind the scenes of how I write high-impact slogans & taglines for clients – without buckling under the pressure of writing the next big thing in marketing.
so, what is a slogan?
If “slogan” isn’t limited to only to those short, quippy, 3 word phrases – what exactly are we talking about here?
Personally, I consider things like your tagline, a one liner for your offering, your value proposition, power statements – or pretty much any client or customer facing messaging that describes what you stand for, what you do, how you do it or who you do it for in a single breath a form of a slogan.
So “make more money with your words”, or my favorite planner company’s slogan “cultivate what matters” or typeform’s “people friendly forms and surveys” are all good variants on a more “traditional” slogan.
And the good news in those examples? You don’t have to come up with the next “just do it” in order to have a slogan with maximum impact.
how to write a bang-up slogan
The bad news? Crafting a single-breath, high-impact statement for your brand or offer still seems a bit intimidating (& maybe a bit above your pay grade, no?)
Luckily, like *most* things in writing for conversions, there’s a tried and true method to crafting a best fit slogan for your biz.
Follow these 3 steps and you’ll be ready to roll out your freshly-minted tagline in no time:
Step 1: Find your customer
If you’ve been around here for any length of time, you’ve heard me say this time and time again – you need to start with nailing down the voice of your customer. I’ve got a whole video on exactly how to find this that I’ll link up below BUT here’s the gist: talk to your customers, snoop around their social media channels, check out their reviews on products that solve the same problem that you solve (yes, your business solves a problem! If you aren’t sure what that problem is, don’t skip this step!) – find out what they are saying and the language they use to say it.
If you need a more in-depth tutorial on how to do that – watch my video: 3 gloriously easy ways to find your voice of customer.
Step 2: Next, figure out your brand’s position.
Basically, all you’re doing is defining how you want your brand to sit in the hearts & minds of your customers (which is why it’s SO important to discover & know their voice like we did in the first step).
This part is going to take a bit of messy brainstorming, but the way I like to do it is by pulling up a google doc, listing out problems you know your ideal customer has and then fill in these blanks:
They have [pain point], I have [solution]
So say you have a meal kit service, you could plug in They don’t have time to meal plan or grocery shop, but I offer pre-planned meal ingredients delivered to your door.
They have [frustration], I have [strength that can help]
This one works great for service based businesses, like mine. So I could say: They have limited time and resources to scale their business. I have the ability to help them make money with their words.
They have [question], I have [answer]
This one is great for things like coaching or mastermind groups
They have [desire], I can help them achieve it.
Would be great for planners, curriculum, etc
Now, looking at those fill-in-the blank common threads, find out what is the biggest benefit your customers will get by working with you or using your product. What is the ONE thing they will be able to have/accomplish/do by working with you? (*make sure to use the same language your customers would use to describe what you do & the problems you solve!)
Step 3: Stitch it all together
Now it’s time for us to take what we have and stitch it all together!
An easy way to do this is to add together: who it’s for + the benefit they get + why it’s different or better than other options
The order can be re-arranged in whatever way make sense. as long as you make sure you hit on all 3 points in way that is: easy to understand, mirrors your customer’s voice and can be said in a single breath.
Need a few more examples to get your creative juices flowing?
Shopify: “Shopify is everything you need to sell everywhere.”
Simplified planner: “Make margin for what matters with the beautiful, minimal, well-organized Simplified Planner.”
Flodesk: “Design emails people love to get.”
And there you have it. 3 super simple steps to crafting a super-sticky slogan/tagline/power statement/whatever-you-call-it without the sweaty-palmed pressure of feeling like you need to write the greatest marketing slogan of the next 100 years. (But I mean, it would be pretty cool if you did.)
Want a little extra help? Walk through the steps I outlined above, then drop what you’ve created in the comments below & I’ll dish out some tailored feedback to make sure you’re working with the absolute best tagline for you!
Need more guidance on finding your voice of customer? Be sure to watch 3 gloriously easy ways to find your voice of customer linked here and I’ll see you next week!