| A marketing tag line is the one or two line | | | | small |
| descriptor that often comes after a product logo | | | | business marketing newsletter." |
| or company name. It is one of those things that | | | | - Nike - "Just do it." |
| looks simple but isn't. Large companies pay | | | | - TLC - "Life Unscripted." |
| advertising agencies a lot of money to develop | | | | - Surprise by Design TV show - "We're not just |
| tag lines for their companies and brands.Many | | | | changing |
| companies, however, do not have a large enough | | | | rooms. We're changing lives." |
| budget to hire an advertising agency. If you | | | | - Schnucks (Midwest Grocer) - "We make it |
| belong to one of these small budget businesses, | | | | easy." |
| do not despair. With some creativity and | | | | - Berry Burst Cheerios - "Naturally sweetened |
| persistence, you can develop your own tag | | | | whole grain |
| line.First, decide what you want to communicate | | | | oat cereal with real berries." |
| with your tag line.If you have a positioning | | | | - Altoids - "Curiously strong peppermints." |
| statement and/or unique selling proposition, write | | | | - The Name Stormers - "Company and Brand |
| them down. Your tag line should reinforce | | | | Name Development."Find your competitors' tag |
| them.Ask yourself these questions.1) Who are | | | | lines - look at them and strive to be better and |
| your customers?2) What benefits do you give | | | | different.Gather together books to help you come |
| your customers?3) What feelings do you want to | | | | up with different ways to phrase similar ideas. My |
| evoke in your customers?4) What action are you | | | | favorite is "Word Menu." Others likely to be of |
| trying to generate from your | | | | help are "The Describer's Dictionary" and |
| customers?5) How are you different from your | | | | "Twenty-First Century Synonym and Antonym |
| competition?Try to get one or more of these | | | | Finder."Third, brainstorm.This works best if you |
| across in your tag.Second, prepare to brainstorm | | | | can get a small group together, but can also be |
| tag line options.Gather tag lines from other | | | | done solo. Set up a place with a lot of writing |
| companies and brands. Look in other categories | | | | space - use dry erase boards, easels with big |
| besides your own and try to find tag lines from | | | | paper pads, note cards, etc.Go through your |
| both large and small companies.As you find tag | | | | props. Look up words or concepts in the books. |
| lines, write them on index cards or individual slips | | | | Rearrange your various props so you can look at |
| of paper. You will be mixing and matching them | | | | them in different ways. Write down *everything* |
| and pairing them with unrelated items as you | | | | that comes to mind and all the new ideas each |
| brainstorm.Pay attention to the words used, how | | | | phrase sparks. They do not have to make sense. |
| they are put together, and which of the above | | | | You want a large number of ideas.Fourth, |
| questions they address. By doing this, you are | | | | consolidate your list.After brainstorming, go |
| more likely to come up with a unique angle for | | | | through all of your ideas. Pull out those few you |
| your own tag line.NOTE: You are looking at others' | | | | think have the best potential. Try to reduce |
| tag lines only to spark ideas. Do not plagiarize. You | | | | longer ones to fewer words.Fifth, choose the one |
| must come up with your own, original tag line.To | | | | best tag line.You should be left with a short list of |
| find tag lines, look around. You may find them | | | | possibilities. To pick the single best tag line, get |
| anywhere there are advertisements, packaging, | | | | others' opinions. If you have some funds |
| or logos. Look in cupboards, around desks, in | | | | budgeted, work with a market research firm to |
| magazines, on TV/radio commercials, in print | | | | test the tag lines with your customers.You can |
| advertisements, and on Web sites.To get you | | | | also conduct informal research. Set up a free |
| started, here are some tag lines I found in only a | | | | survey at and encourage people to take the |
| few minutes:- hp - "invent" | | | | survey. If you have direct contact with |
| - Craftsman - "Makes anything possible." | | | | customers, ask them what they think. Give them |
| - Kenmore - "Solid as Sears." | | | | an incentive to help you, such as a discount or |
| - - "The sweetest site on the Web." | | | | small freebie.When you are done, you will have a |
| - - "Marketing Plan and Web Promotion Strategy." | | | | tag line that will help your business thrive. |
| - Marketing Best Practices - "The Web's leading | | | | |