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5 Steps for Developing a Marketing Tag Line for Your Product, Business, or Website

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



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