Article tip - Writing Company Tag Lines That Build Trust

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Writing Company Tag Lines That Build Trust

By Casey Demchak

A vital aspect of B2B marketing is selling your company image as if it were your most important product. And in most cases, it is. The greatest benefit of successfully selling your company's image is gaining customer trust. The image people have of your company is almost always tied to how comfortable they feel about buying your products.

An important element in selling your corporate image is creating a memorable tag line people will automatically link to your company. The keys to writing a winning tag line are to state a benefit, make it short and simple—and keep repeating it.

Think of the companies you have bought products from for several years. In most cases, you can link a familiar tag line with the company that you’ve heard over and over again.

Consider these all-time greats:

All-State Insurance - You're in Good Hands with All-State.
Coca Cola - Things Go Better With Coke.

Campbell Soups - That's What Campbell Soups Are, Mmmm Mmmm Good.

Metropolitan Life Insurance - Get Met. It Pays.

Each of these company tag lines have succeeded in their mission of selling the company image and that's why we continued to hear them for several years. They’re simple, easy to remember, and in a subtle way they all communicate a benefit.

You're in Good Hands With All-State offers us protection and assurance. Things Go Better With Coke reminds us that our parties and days at the beach are somehow more fun if we're sipping a Coca Cola.

Campbell Soups doesn't bore us with their recipes and ingredients; they just keep reminding us their soups taste good. Have we yet discovered a better reason for eating something?

Get Met. It Pays. This message is interesting. Metropolitan Life offers us a financial reward for buying their insurance. This was a good idea because the first thought most of us have about insurance is that it costs us a lot of money. Metropolitan Life effectively turns this thought around and asks us to consider the financial reward of buying their products.

There is a strong case to be made that the more complex a company's products are, the simpler the company tag line should be. Consider the tag lines that have been associated with these three complex companies.

Microsoft - Where Do You Want To Go Today?

Lucent Technologies - We Make Things That Make Communications Work.

Smith-Barney - We Make Money the Old-Fashioned Way. We Earn It.

All of these tag lines serve to clarify, in terms that are very easy to understand, what these companies do. And as before, these messages offer a benefit.

Here are two excellent tag lines that are used by companies I’ve worked with.

Denver Injury Rehabilitation Center – We Know Where It Hurts. And We Can Help.
Denver Eye Surgeons – Our Vision Protects Your Vision.

Repetition does build reputation. When creating company tag lines, keep the message simple and make it easy to remember. The message should be general in nature and not product specific. Say as much as you can with very few words and always imply a benefit.

Casey Demchak is an independent copywriter and consultant who specializes in writing compelling B2B sales copy for the medical industry. He is also the author of the book, Essential Sales Writing Secrets. He can be reached at casey@caseydemchak.com; or at (303) 697-4793.

Casey Demchak
Copywriter & Consultant
10437 W. Hampden Ave. #202
Lakewood, CO 80227
(303) 697-4793

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