What Good is a Tagline?
"When mere words are not enough."

According to Wikipedia, the definition for the word tagline is: "a variant of a branding slogan typically used in marketing materials and advertising. The idea behind the concept is to create a memorable phrase that will sum up the tone and premise of a brand or product (like a film), or to reinforce the audience's memory of a product. Some taglines are successful enough to warrant inclusion in popular culture, often becoming snowclones." I'm not going to get into what a snowclone' is in this article but I am going to talk about why your tagline is very important in showcasing your business. Some people refer to their tagline as a slogan' either way, consider it as eye' candy for promoting your business.

Lots of business owners believe that if they use words or phrases such as best prices in town'; fastest service'; or improved product' and the like that their company will stand out from the crowd. WRONG! Everyone truly believes that their business is the best' but you need to convince potential clients why indeed you are the best'... and you need to do this in as few words as possible. This is why your tagline is one of the most important series of words you'll ever write as it can either make or break your sales pitch.

First, what do you believe in your heart that makes your business unique from your competitors. What added value will they gain from engaging your company? It should never focus on price as your competitor just might undercut' your rates if they're business hungry (or unscrupulous and yes, there are companies out there that are!) Let's take ice cream as an example. They are as many manufacturers out there making ice cream as there are flavors. So, what do they use as taglines to make you buy their specific brands? Here's a listing of 3 of the brands that came to my mind when writing this article. Can you tell which tagline matches the following companies - Chapman's, Haagen-Dazs and Scotsburn:

1. "The Dairy Best"
2. "For the kid in all of us"
3. "Made like no other"

Each one of these taglines is great but one of them resonates more to me personally and that's the one that states "Made like no other". The first two taglines are effective but they're just playing with words... literally. The third tagline gives the suggestion that there's something unique and different about their ice cream. Something that perhaps is worth my buying their product at least once just

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