Angela Booth’s Creativity Factory

As a copywriter, you’ll often be asked to create taglines. When they’re done well they make a product memorable. It’s possible to make silly mistakes with them however, so here are three blunders you should avoid.

1. Creativity: Resist the Temptation for Clever Writing

A tagline is a form of slogan, but resist the temptation to be clever; your efforts should never inspire anyone to say “that’s clever”. Aim for transparency, and resonance.

Consider these examples:

* De Beers’ resonant: “A Diamond is Forever”; and

* the movie Alien’s haunting: “In space, no one can hear you scream”.

Develop a process for writing taglines. Your process starts with research. You need to know what people are already saying about your product, you also need to know how you’re marketing your product currently. What’s working for you in marketing? What’s not working? Who’s the ideal audience for your product?

The more information you have on what you’re trying to convey, and how you’re trying to position your product, the more successful your tagline will be.

2. Word Play: Resist Killer Puns

As a general rule of thumb, avoid humor when writing your taglines. Avoid puns. As we discussed in tip #1, resist the temptation to be clever. Your aim is to get people thinking about the product, by evoking elements of the product in a few words. (Viz: In space, no one can hear you scream.)

Avoid puns, because basically a pun risks suggesting that you have no respect for your product. If you don’t respect the product, who will?

3. Marketing: You need a Marketing Campaign

Although taglines are useful, they don’t equal a complete marketing campaign. They’re just a single small part. They’re as evocative a symbol as a logo, and just as valuable, if not more so.

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