Your website is coming together. Then, you read two words: Tagline here. Oh, the terror! You think. Copywriter! It took McDonald’s years to discover I’m loving it. Remember their past six-word slogans?
Blinking cursor.
Mocking.
“You said you had this!”
The screen glares. Show me.
Today, how do you craft a fantastic tagline anyway? In theory, it sounds simple.
But in practice, it’s tricky. Here’s a step-by-step guide to create a top-shelf tagline. Read on for some gems of big business too.
Three Chains of Fame: Top-Shelf Taglines Study
1.Whatcha Mission?
A mission statement explains why you do what you do. If you answer to make money, think harder. Money gets you out of the covers. But what’s the umph that gets you out of bed?
Listen. You got into business to make something new, better, or less expensive. You created a solution to a traditional or upcoming problem.
- Wendy’s Hamburgers wanted to fashion a better burger.
- Lexus wanted to design the perfect car.
- Coca Cola wanted to add refreshment to our life.
You get it?
You got this!
2.Whatcha Promise?
Zoom in on your amazing product or service. Link the problem with your business’ solution. What is your service/product guarantee? Novelty, quality, reliability, enjoyment? Tell them.
- Wendy promises delicious hamburgers and exclusive foods.
- Lexus promises a car aiming for perfection.
- Coca-Cola promises to sweeten every occasion.
3.Whatcha Brand?
What makes your product or services special?
Remember Fox Photo? Their tagline? Look for the fox! What’s the connection between a fox and film developing? Watch.
- A fox is agile and quick.
- It has one-of-a-kind features.
- Plus, it’s beautiful.
That’s Fox Photo’s brand.
- Quick delivery
- Amazing colors
- Gorgeous pictures
- One-of-a-kind experience.
So, your brand has a unique selling position (USP). This sets your business apart from competitors. What a top-shelf tagline!
Wendy’s brand delivers old fashion, delicious hamburgers. Their menu includes timeless, different tastes that their customers love. Watch the clip below exaggerating the ingenuity needed to enjoy a Wendy’s Frosty.
Lexus delivers a sleek, top-of-the-line, high-performance automobile.
See their logo’s chrome L? You think-engine.
Shapely body curves protect a powerful, innovative engine.
Coca-Cola splashes the enjoyment of life.
It’s served all over the world, brightens sad faces, and sponsors top sports and concerts.
4. Cut the Mission Short
Review your mission statement. Dream big and show customers your vision. Invite them to share in your dramatic, success story.
- Wendy’s Hamburgers wanted to make the best hamburger. They focus on quality in their mission statement.
Wendy’s mission statement is “to deliver superior quality products and services for our customers and communities through leadership, innovation and partnerships.”
- Lexus wanted to innovate. They retitled their mission statement the LEXUS COVENANT.
More than a contract, a covenant speaks of a sacred family bond.
Lexus believes they “compete in the most prestigious race in the world”.
- Coca-Cola wanted to add sweetness to our life. Their vision did much more than that. They marketed for the world. So, they “inspire optimism and happiness”.
Click on their “2020 Vision statement.
Here are the rich and famous key ideas.
- Wendy’s creates quality.
- Lexus’ statement grows from its Relentless Pursuit of Perfection.
Click below to feel the Lexus spirit.
https://www.youtube.com/watch?v=T8etyZkfvs0- Coca Cola offers choice and life celebration. It “opens happiness” to “taste the feeling”.
Watch this one.
https://www.youtube.com/watch?v=3hj0JMCHZpI- Add Emotion
Lack feeling when you read your tagline? Copywriter, James Chartrand, says pick an adjective that fits your business’ image. Reflect on the benefits of your product or service. Zero in on what you get. Find the adjective. Fill in this blank.
(Your business) is ______.
You can fill in quality, perfection, happiness, or others.
Why is each word, tagline hyperlinked in this post? Hidden bonus. Each link connects to a free slogan generator They’re good for ideas to create your top-shelf slogan.
Blogging it All Together
Mission
- Reinventing you and Writing Too reinvents creatives, teachers, and those who support them. It invites its audiences to learn top professional/personal development and writing tips.
Promise
- Reinventing you and Writing Too promises reinvention through quality personal and professional development.
Brand
- Reinventing you and Writing Too believes everyone can create impactful media. Everybody adds a personal voice and touch. This blog brand builds a bridge to the tagline for jeffsyblik.com, a media creating company.
The Top Shelf Story
What you think is.
-Erich Fromm, Holocaust survivor
Fromm, a psychologist, learned in a concentration camp you choose your reality. So, to him, failure is nonexistent.
- Every outcome presents a lesson.
- Setbacks disguise as opportunities.
- Misfortune is the groundwork for a top-shelf mentality.
What’s the top-shelf moment?
A top-shelf moment is when events seem to fit together in retrospect. Check out this story.
I was feeling out of place in a singles group in my late twenties. I was a new bachelor in the club. An acquaintance saw me and offered, “Let me buy you a margarita.” I accepted. He looked at me and said to the waitress, “Top-shelf, here, for my friend.”
The friendship formed. I’ve never heard it put this way.
But it stuck.
Media-driven messages invite you to become your best self. I liked the idea, but it wasn’t mine. So, I thought.
Top-shelf.
These two words had become a life philosophy.
Image created on canva.com
Say Much with Little
As a copywriter the Hemingway example brings goosebumps.
Famous author, Ernest Hemingway, coaxed writers to use fewer words and say more.
He wrote down two ideas.
Baby shoes for sale. Never worn.
-Ernest Hemingway, Author
It’s brilliant. A novel in one sentence. Here come the questions.
- A lost child?
- Left-over footwear?
- Selling?
- Owner?
- Boy or girl’s shoes?
He captured volumes of curiosity in six words. That’s tagline gold.
Business Application of Tagline Gold
Entrepreneur, Adam DeGraide of Astonish, applied this concept to his tagline. He’d say to me, your slogan is more than a top-shelf margarita. Expand.
Inspirational lightning strikes.
You keep all the good stuff, the best stuff on the top shelf.
Things there are symbols for the forgotten ideals, lost loves, memories, hopes, and dreams. That shelf’s dusty first place trophies may guard many possessions. They protect priceless wedding China, mint-condition items, and antiques in the glass cabinet. Top shelves house tokens of appreciation. They hide quality liquor and savors mementos of past adventures. This elevated location saves the best in our life from brokenness and destruction.
Yet this dusty, often dirty, top-shelf oversees our day-to-day.
It’s far removed from a messy, raw, and unpredictable life.
So, come join as we help thousands explore their top shelves and reinvent themselves. Standing tall on the ladder of faith, we’ll reach into dark, familiar spots and pull out the prize, the top-shelf you. It’s scary and exciting, but together, we’ll tackle every stage of the journey.
There’s more to know and see to become that top-shelf you!
Image created on canva.com
Wrap Up
So, you’re creating a website and feeling productive. Then, the tagline data field appears. Can’t create a tagline in two hours? Stop. Add a filler. Concentrate your efforts on bettering the customer experience. You can change taglines later.
Terrific Top-shelf Tagline Steps:
- Draft your mission statement
- Pull from it your promise and brand
- Edit for keywords
- Tell your story
- Add emotion
Tadah! Tagline.
If you liked this post, please share it.
You’re welcome to comment below on top-shelf moments or post any questions.
Until the next post, keep exploring your top-shelf you.