A really great tagline conveys a company's benefit with personality and attitude.
In the 1950s, ad agencies called them "slogans." You may have heard them referred to as a catchphrase, marketing line, or even trademark line, but these days, the standard term is tagline (or "tag line" written as two words). Despite the terminology, we're still talking about a short phrase that tells your audience what you offer.
My favorite projects as a freelance copywriter include writing taglines. Twelve years ago, I earned the name Tagqueen back in ad school because classmates and teachers said I was great at coming up with "the perfect tag" for any product. Since I've become such an expert on writing taglines, I'll devote this article to showing you what makes some taglines more effective than others.
Many famous taglines are basically an evocative, inspiring call to action:
Tagline writers use about ten standard methods for concepting tagline ideas. To launch a brainstorming session, the following five are a good start. Note the example next to each method, and see if you can remember the company for each tagline.