As consumers, you’ve seen taglines like…
‘Just Do It!’ (Nike)
‘Because You’re Worth It’ (L’Oréal)
‘Think Different’ (Apple)
The problem is that we see this large company and think we need to have something similar as a small or medium-sized business, and we often try to get too creative, say too much, or be like the big multinational companies. And the message we are trying to convey gets lost altogether.
The truth is all these companies had different taglines at different stages of their business growth.
In our event planning courses we often discuss how taglines help describe your services and how they can differentiate those from other event planners.
But like for any business owner, creating a simple and unique tagline can be a challenge.
Like choosing a business name, we’ll often sit for hours trying to come up with the best business name and the best tagline for our event services.
Having a vague tagline like “Just Do It” is useless to a small business owner because it doesn’t tell anyone what we do or how we can help. However, if you’re a multi-million-dollar event company working with Fortune 500 companies, then having a vague tagline can work for your business.
6 Tagline Writing Tips
In this video, get 6 tips to help you write a tagline for your small business.
- Short and sweet is best– yes, it’s true but first, you need to brainstorm and brain dump. So, write down everything that comes to mind then narrow it down to a few sentences. Ultimately, the tagline that you’re going to use should be short and simple.
- Describe who you are– the goal of your tagline isn’t to be creative; it’s to describe who you are and what you do best. How do you make your client’s lives or jobs easier, for example?
- Be clear– painting a picture of your event services is all about communication and proper branding so be clear, not clever. L’Oréal’s tagline stands for beauty and female empowerment and is used throughout their product lines, philanthropic endeavors, and to celebrate women.
- Be you – Your personality sells your event services and so should your tagline. By capturing your personality, your clients identify with you and your brand. If they don’t, then they may not be the right client for you.
- Identify your advantage– knowing your advantage allows you to charge premium prices and differentiates you from your competition. Ask yourself: What benefit do I want my client to gain? How do my event services make my client’s life better? How is my business better than my competitors? Note: when answering the last question, think beyond price!
- Don’t be vague– speak directly about the benefit(s) of working with you. By being specific, you set yourself apart from your competition.
Writing a tagline for your event business builds value and can be a memorable part of your marketing strategy. Think of it as the headline for your business that helps potential clients know if they should be more interested in your services.
It’s the glue that holds your business together.
I’d love to hear from you.
In the comments below, share your tagline OR your favorite tagline from another business.
Remember, we love hearing from our community of event planners, but links to outside posts and videos are seen as SPAM and are deleted.
Have an amazing day!