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I love a tagline.
Wait...let me rephrase that, I love a GOOD tagline! The problem is, I very rarely see one.
Instead, I find myself constantly bombarded with generic, fluffy taglines. This is especially true in the wedding industry.
I hate to break it to you but, no one has ever read the tagline "Making Your Wedding Day Unforgettable" and thought to themselves, "My biggest worry was that my wedding day would be forgettable. I can't believe I found the one person that is going to make sure that doesn't happen. What are the odds? It must be my lucky day!"
So, why do you keep using these generic taglines? I believe that the simple answer is that you feel like you NEED a tagline for your website or marketing materials and you don't know what to say. You simply default to what everyone else is doing. And that, my friends, is the problem!
According to a recent marketing study, the average person is exposed to between 4,000 and 10,000 marketing messages per day. In a world of information overload, a generic, boring tagline has zero impact on someone's decision to book with you. It could even turn them off.
So what do you do instead?
In my opinion, there are two options. Number one, don't use a tagline at all. Instead, simply state the products or services you offer.
BEFORE:
MAKING YOUR WEDDING DAY UNFORGETTABLE
Wedding Planning & Design Services
AFTER:
WEDDING PLANNING & DESIGN SERVICES
Serving New York, New Jersey and Beyond
Your fluffy tagline wasn't doing you any favors anyway. At least this way, you are using that valuable website space to help your SEO.
Number two, and the much better option, is to take the time to come up with a creative tagline that cuts through the noise and sums up what your business is all about and what makes you different.
Sounds easy, right? It's not! That's why most people don't do it. And the fact that most people don't do it, is the perfect opportunity for you to be the business that stands out above the crowd.
Below I have outlined some key points to consider when creating a tagline along with some examples. Your tagline should hit at least one of these marks and ideally, several, in order to stand out.
At the end of this article, I will also walk you through the steps to help get you started on creating a memorable tagline for your business.
It Connects You With Your Ideal Client
You have a very short time to convey who you are and who you work best with. It doesn't always have to be flashy, but a great tagline can instantly connect you with your ideal client.
EXAMPLE: For a planner who specialized in beach weddings.
BEACH WEDDINGS WITH AN ELEGANT FLAIR
It's Clever
Most likely, your business depends on you providing creative solutions for your customers so, show that creativity in your tagline.
EXAMPLE: For a wedding company that is modern and edgy but also eco-conscious.
WE MAKE SUSTAINABLE SEXY
It Evokes Emotion
People purchase on emotion and validate their purchases with reason. A great tagline can touch on emotions. Note: It is better to evoke positive emotions but there are certain times and in certain industries where touching on fear is appropriate. Just be careful and intentional when using this approach.
EXAMPLE: This could be used for a number of wedding businesses such as a tux shop and plays on the emotion of the bride seeing her groom for the first time on the wedding day.
THE ONLY DAY YOU WON'T MIND MAKING HER CRY
It Sparks Curiosity
One of the goals of a good website (and business) is that it keeps people engaged. A tagline that sparks curiosity will inspire customers to want to learn more about what you are all about.
EXAMPLE: For a bridal beauty company that offers classic looks with an edgy twist.
GRACE KELLY MEETS GRACE JONES
It Shows Your Personality
Whether you are more conservative or outrageous, there is someone out there who will resonate with your message and what you have to offer. Don't be afraid to be daring and show your personality.
EXAMPLE: A wedding dj or band.
SO FUN EVEN YOUR GRANDMA WILL BE SHAKING HER A%$
It Reflects Your Values
If you are a company that places a strong emphasis on a certain belief or value or serves a specific demographic, don't be afraid to let that be known.
EXAMPLE: A dress shop that is inclusive and offers a wide selection of dresses for different sizes.
YOUR SIZE DOES NOT DEFINE YOUR BEAUTY
STEPS FOR CREATING AN EFFECTIVE TAGLINE
Hopefully, my tips have helped but most likely, you are still a little stuck on how to create the perfect tagline for your business.
Below are a few tips to get you started.
Get Crystal Clear on Who Your Ideal Customer Is
It's really hard to appeal to and connect with someone if you don't know who they are. Dig deep and create an ideal client avatar. Exactly who are they? What are their very specific needs and wants? What are their very specific problems?
Get Crystal Clear on Who You Are
What exactly do you do and more importantly, how do you do it differently than anyone else? HOW do you specifically meet your customer's unique needs and wants? WHAT do you specifically do to solve your customer's unique problems?
Dig Deeper and Be MORE Specific
If the answers to the questions above are at all generic or vague, it's time to dig a little deeper. You say you are different because you really care about your clients. What exactly does that mean? How EXACTLY do you show you care? Talk is cheap! Do you offer a money-back guarantee? Do you offer a 24-hour text line for clients? Will you get to a wedding venue at 3 am to set up at no additional charge? There you go! Those are tangible, specific things that prove you care!
Get Creative
Look at your current tagline (if you have one) and the marketing messages you currently use and pull out all of the generic, subjective terms and adjectives. Do you say you create "modern looks"? That is very subjective. What exactly does that mean to you? How can you articulate and convey "modern looks" in a more specific and creative way?
Test It Out But Consider the Source
Once you have come up with a tagline that you feel represents who you are, see what the response is. You can do this by asking other people but, if you do this, be careful and consider the source. Your opinionated mother who always feels the need to criticize is probably not the right person to ask. A professional opinion is best. If you want to run your new tagline by me...feel free to reach out, I'd love to help.
If you are debating between two or more taglines, the best way to see which one is more effective is to test them out on your potential customers. Run two separate ads on social media, one with each tagline, and see which one you get the most response to. You can easily do this for $50 or less and the information you get could be priceless.
Getting clear on who you are and attempting to convey your message in a short and concise tagline is not an easy task but I guarantee you, in a world of boring, monotonous sameness...taking the time to create an effective tagline to help you stand out in business is well worth the time and effort.