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The 7 Words Or Less Exercise: How to Create a Perfect Tagline

One of the all-time worst Google searches a company can type in is:

“Best business taglines of all time”

You’ll see all the self-congratulatory ad campaigns from years past: Just Do It, Think Different, A Diamond Lasts Forever, and my personal favorite – Betcha Can’t Eat Just One.

We celebrate these taglines because they are engrained in our minds as commercials from the past. They are forever a part of our nostalgia, reminding us of a time when communication was different when a slower pace allowed advertising to fester in our minds, eventually capturing us after enough touch points.

Things are different today. You don’t have that many attempts to grab someone’s attention and your customers are a lot more educated, so they need the facts, not the fluff.

Perhaps if you have the brand recognition of a company like Apple, you can Think Different. But for the majority of businesses, you have to Explain Concisely.

Now I don’t want to be a Negative Nate here, but I do have some bad news: your tagline is going to be a difficult puzzle to solve. You’ve got very little space to work with. You will become frustrated that what you’re putting out there is not as clever as the Madison Avenue pitches. Someone in your group will undoubtedly say the clearest choice is “not sexy enough”. You will bounce it off your friends and they will tell you that it’s a little sterile.

You are not marketing to your friends. You are not marketing to who you were 20 years ago. You are marketing to target prospects and if you want to explain to them what you do and why you do it, you’ve only got a few words to attract the buyer. So make them count.

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