When a business doesn’t understand its customers or know what’s important to them, it’s tempting to “throw things at the wall to see what sticks.” The result is usually confusing and bland (what a combination!). Check out this supposed tagline on a newsletter I received from an HVAC company:
More Choices. No Worries. Less Hassle. Time & Money Saved!
That’s not a tagline. That’s an all-you-can-eat buffet. I guarantee this tagline is not an effective marketing tool for Logan Services.
Now it’s your turn. Compare your tagline with my Small Business Tagline Effectiveness Checklist to see how many elements you can check off.
Small Business Tagline Effectiveness Checklist
An effective tagline should be:
- Memorable
- Descriptive of what you do
- Pithy
- Differentiating
- Interesting to your customers
If you scored less than three, your tagline definitely needs help. But if you scored a five, congratulations! Your tagline is a great tool in your marketing toolbox.
