Why Taglines Aren’t What They Used To Be

Back in the 1960’s and 70s, a tagline was supposed to last forever – well, at least for thirty years or so. That’s because it took so much time and money to get almost everyone to remember it.

Major corporations poured millions upon millions of dollars into advertising their taglines. Not one word of a tag was changed without extensive, statistically-driven research results.

With the 80’s came the soda tagline wars ― think “Coke Is It” ― and it didn’t matter anymore how long you kept the same tagline. The rule of thumb became replace your line as often as needed by something even more snappy and memorable. Then spend gazillions promoting it.

Today taglines aren’t just for large corporations and mega products, like hair care, soda and fast food restaurants. The internet has allowed even the smallest businesses to use taglines to their full advantage, especially within niche markets.

No wonder that small business owners are very attached their taglines, myself included. As you can imagine, when I learned that I had to change part of my tagline (I found out that someone had trademarked a portion of it) I was terribly unhappy.

I had invested seven years into my tagline.  It was on everything from my email signatures, to my social media profiles, to thousands of business cards I’d distributed, as well as on my website (albeit one that is still under construction).

I loved that tagline. I grieved for that tagline.

Generating new options was painful because I really resented having to do it, but I did come up with something that conveyed the same thought.

Guess what?  No one even noticed the change or, if they did, didn’t think it wasn’t worth mentioning.

A few of my colleagues and networking partners started to ask my advice about changing their taglines. Not one of them was looking for something clever or even more memorable.  The discussions were always about substance and whether the tagline was really conveying a benefit to prospective customers.

The most important thing I learned from all this is that smart marketers have finally gotten beyond using catchy slogans.  A tagline is really about letting people know who you are or explaining the benefits of what you sell. Clever is good, but only when it really means something important.

Do you have a tagline story to tell? Please let me know if you do.

This entry was posted in Copywriting and tagged , , . Bookmark the permalink.

7 Responses to Why Taglines Aren’t What They Used To Be

  1. Thank you for having such truly very informative internet site. I wish you updated it more often.

  2. gold price says:

    The answers you’ll come up with are the benefits a visitor (or potential customer) receives from staying on your site – and that’s important. People always want something. By adding benefits to a tagline, you’re telling people what’s in it for them and what they get from you.

  3. unknown says:

    Woah! I’m really enjoying the template/theme of this site. It’s simple, yet effective. A lot of times it’s tough to get that “perfect balance” between user friendliness and visual appeal. I must say you have done a excellent job with this. Also, the blog loads extremely quick for me on Opera. Superb Blog!

  4. Hello there, You have done a great job. I will definitely digg it and personally recommend to my friends.
    I’m confident they will be benefited from this site.

  5. lapel pins says:

    Hey There. I found your weblog the usage of msn. That is a really neatly written article.

    I will make sure to bookmark it and come back to read extra of your helpful information.
    Thanks for the post. I will definitely return.

  6. When I first saw this title Why Taglines Aren’t What They Used To Be | Miriam Cohen Consulting on google I just whent and bookmark it.We are a group of volunteers and starting a new scheme in our community. Your web site offered us with valuable info to work on. You’ve done an impressive job and our entire community will be grateful to you.

  7. Abel Godbold says:

    I wanted to put you a tiny note to give thanks yet again with the pretty thoughts you’ve contributed in this article. It’s quite incredibly generous of you to provide easily just what most people would’ve sold for an ebook to generate some dough on their own, notably seeing that you could possibly have done it in the event you desired. These principles likewise served to be the good way to fully grasp that other people online have the same zeal similar to my very own to figure out very much more on the subject of this problem. I am sure there are numerous more pleasurable sessions in the future for people who looked over your blog post.

Leave a Reply to beachclubestate Cancel reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>