How to Write Copy Website Logo
Categories
Copywriting Marketing Marketing Mistakes

“What Are Taglines & How Do They Make You More Money?”

Small businesses often neglect taglines and logos. This is a mistake.

Short answer…Because they aid in name recall and that results in more sales!

Small businesses need good Tag Lines as much as billion dollar brands.  Here’s a quick tutorial on how to create one for your business and an interesting Case Study.

Taglines, or slogans, are short, memorable statements about a company or its products or services.  Along with your name, they are designed to convey a strong message about what the product is and what it can do for your customers.  

A good tag line will differentiate your product or service from the competition while planting your message firmly into the mind of your prospects.  Just about every company should have a tag line.  Large companies, like GEICO, Fosters Beer, Kentucky Fried Chicken, Raid, BMW, and Rolaids have singular lines they’ve cultivated for decades. 

  • GEICO – “15 Minutes Can Save You 15% Or More On Car Insurance”
  • Fosters – “Australian For Beer”
  • Kentucky Fried Chicken – “Finger-Lickin’ Good!”
  • Raid – “Raid Kills Bugs Dead”
  • BMW – “The Ultimate Driving Machine”
  • Rolaids – “How Do You Spell Relief? R-O-L-A-I-D-S” (70+ years old)

Others like Burger King, Hertz, Miller Lite and Coca Cola go through a carousel of tag lines sometimes jettisoning a wonderfully effective and memorable line (a killer message) for a so-so message, just for the sake of change. 

Often this is a mistake.  Keep using a killer message as long as it works.  Early on I was taught the folly of change for change’s sake with this credo, “A killer message doesn’t get stale.  Your prospects haven’t heard it enough yet and your customers believe it.”  Maybe that’s why it’s referred to as a “killer”.

Let’s take a look at some really great lines that were left behind.  Why?  No one seems quite sure.

  • Burger King – “Have It Your Way”
  • Miller Lite – “Tastes Great, Less Filling”
  • Hertz – “It’s Hertz Or ‘Not Exactly’!”
  • Coca Cola – “The Real Thing”

The only thing for certain was…the following tagline didn’t work as well.

Small Business Owners or Small Business Organizations – did anyone ever ask you, “What does your company do?” 

Did you have a short, memorable answer on the top of your mind you could give in under five seconds?  If not, you should have.  Properly articulated tag lines (and/or logos) can be used in a variety of ways.  Websites, letter heads, thank you cards, business cards, advertisements, uniform shirts, signage, etc., etc., etc.

You don’t have to be a big business to use a few of their good ideas.

Small businesses are different from large corporations and national and international brands in many ways. 

One of the most significant differences is that of time and money.  Owners can’t invest months or years and obscene amounts of money building a brand.   Small businesses run ad campaigns, put up websites and engage in SEO and social media to get results.  Now – not in six months.

      So it’s doubly important for a small business to create a tag line that works.  Ideally, it should differentiate you from the competition, relay to the customer a meaningful benefit and do it in a memorable way.  I know that’s a tall order, but the better you do…the better you’ll do. 

Don’t be a scaredy-cat.  You can do it.  Just follow your head and hard and some of these tips.

Try these three steps to create (or recreate) your own tag line:

  1. Find your Unique Message (or Unique Selling Proposition).
  2. Determine the most meaningful benefit you bring to your customers that is not also touted by the competition.
  3. Craft a simple, short, and easy to remember statement that incorporates A and B when coupled with your business name.

Over the years I’ve developed dozens of tag lines for some of my small business clients.  Here is a sampling.  See if you can identify the unique message and or benefit.  (Hint:  It’s really easy!)

Iowa Café (AZ): “Back-Home Cookin’, Small Town Friendly”

Landscape Architect: “Landscaping So Extraordinary, So Perfect…So You!”

NARPRO.com Auto Repair Referral Website*: “Find The Best Mechanic For Your Car” - and – “Love Your Mechanic”

HeliServices, Inc*: “Arizona’s Personal Helicopter Company – Yes You Can!”

Castanza’s Cakery: “We Put Joy In Your Mouth”

R&G Brenner Income Tax Service: “Pay Not A Penny More Than You Have To – Guaranteed!”

Luxury Import Car Repair: “The True Dealer Alternative”

Please…

  • Don’t say what your competitors say.
  • Don’t say something so trite and obvious that no one believes it (like “Best Service In Town”).
  • Do say something real and special about your business.

And now, let’s see what happen even in the world of big business with millions on the line.  Many times the small business owners I work with have a gazillion times more common sense than a Million Dollar a Year CMO (think New Coke…think Bud Light…but just think).

The Burger Wars

It seems little more than a fantasy now, but once, about 50 years ago, upstart Burger King almost beat McDonald’s in the Burger Wars.

McDonald’s was the first truly successful hamburger chain/franchise.  No one could come close.  Whenever Ray Kroc, the founder of McDonald’s, was ever challenged, he’d focus on, then dispatch his opponent.  This story is about upstart Burger King which, if they didn’t make one of the biggest marketing blunders in history, could have, might have, won the Burger Wars.

Let’s get in Mr. Peabody’s Wayback Machine and go back to the 1970’s.

Products have used tagline (aka slogans) successfully for over 150 years.

A good tagline, when combined with the company or product name, tells the prospect who you are and what you do.  A great tagline will tell – or imply – how you are different and how your customers benefit.  A “World-Class” tagline also needs to be memorable to stick in the heads of the readers.

Such a tagline was created in 1973 by top ad agency BBD&O, and Chris Schoenleb, for Burger King and led to the Burger Wars.

“Have It Your Way” At Burger King.

A phenomenal line that, in four words tells us two things:

  • You can order your burger any way you want, which gives the customer control over their sandwich. (Differentiates Burger King from other franchise burgers – AND gives the benefit of CONTROL to the customer.
  • It implies – rightly – that you can’t do that at McDonald’s where all the burgers were made identically.

This tagline propelled Burger King very close to McDonald’s in the burger wars.  BK was trending up while Mickey D was trending down. 

Then, inexplicably, Burger King abandoned the message that got them there and began a long, slow slide backwards – giving us the biggest burger blunder of all time.

But company they didn’t want to be in.

Burger King ranked right up there with Ford’s calamity, the Edsel.  BK reigned as one of the top two marketing mishaps in modern history until 1985, when Chief Marketing Officer, Sergio Zyman, introduced the world to New Coke. (also known as the “Edsel from Atlanta”.)  This total miscalculation reminded everyone, marketing execs, copywriters, small business owners, even non-profit organizations, of one unbendable, unbreakable rule.

“If it’s working…Don’t’ [M]uck With It”.

I realize only a small percentage of you are engaged in a ‘Burger Wars’ type of business, but you need a crackerjack tagline as much as, and maybe more than, large corporations.

The reason is simple.  You don’t have the widespread name recognition that mega-marketers like Coca Cola, McDonald’s, Apple, Walmart, or Proctor & Gamble have…and you don’t have their budgets, either.  So, you need a short, memorable tagline that tells people WHAT you do, HOW you’re different, and the BENEFITS that the buyer gets when buying your product or service.

Personally, I’d evaluate your current tagline with these three things in mind, ASAP. 

Get a jump on your Website, Marketing, Taglines, and Copywriting with my FREE Copywriter’s Ultimate Checklist.

And, if you’re interested in even more info and free Copywriting and Marketing Content, please check out my website, How To Write Copy” at Write Like A Madman University.  I know you’ll enjoy looking around at all the free Copywriting and Marketing Content.

#     #     #

Leave a Reply

Your email address will not be published. Required fields are marked *