Here is a request I receive frequently when I write marketing copy for authors and coaches:
“Hey Casey, write me a really catchy tagline for my online product.” Or, “Hey Casey, I need you to whip up a really catchy tagline for my book.”
My response to this request is always the same: “Instead of writing a catchy tagline, I’m going to write one that is memorable.”
I always say memorable instead of catchy for this reason: Many authors and business coaches want taglines that are zippy, witty, or clever. This is what they have in mind when they use the word catchy.
But the most memorable taglines are usually simple ones that are easy to … well, remember.
Think of some of the most famous consumer taglines:
- Allstate Insurance: You’re In Good Hands
- Coca-Cola: Things Go Better with Coke
- Metropolitan Life Insurance: Get Met. It Pays.
- Nike: Just Do It!
None of these taglines are all that clever, but they are all memorable.
What they have in common is they are crisp and tight, they use simple words, and they convey a benefit or make an inspiring command.
Creating a memorable tagline that people link immediately to your book or product can be a powerful part of your message development. And, you can do it in three easy steps.
- Use short, simple words
- Keep your tagline brief
- Imply a benefit, make a command, arouse curiosity, or ask a thought-provoking question
To view examples of this tip and to learn more about creating memorable taglines for your book or program, click through and check out this week’s Quick Answers to Copywriting Questions video.
When I create taglines for non-fiction books or “how-to” online programs, I usually build them around an implied benefit or promise.
For novels, I may try to arouse curiosity by creating a provocative statement, or by asking a thought-provoking question.
What all my taglines have in common is that they are short and simple, which makes them easy to remember. Here are some examples.
Journaling Power (Mari L. McCarthy)
Heal. Grow. Transform Your Life.
My Warren Buffett Bible (Robert L. Bloch)
50 Years of Investing Advice in Two Hours
Butterflies (Kimberly Waldron)
You’ll Root for a Serial Killer
A Family No Matter What (Sandrine Perradin)
Lessons from a Beautiful Divorce
Follow the tips I’ve outlined in this post the next time you need to create a tagline for your book or online program.
If you do, you’ll find it’s pretty easy to generate a lot of good ideas without the pressure of having to be witty or clever.
Until next week, take action and make things happen!
Will this post make it easier for you to write memorable taglines for your books and programs? Please leave a comment and let me know!
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