Want to write better taglines? Here's how
It strikes me how wrong taglines can get. Some people try to be overly clever, some are too poetic, and most fall into the overused trap of "it will save you time" or "it will save you money.”
Test a tagline by replacing the logo or company name. Does the same tagline still work? It most probably does. In fact you could probably take a totally unrelated company, plug in the same tagline, and it will still work - which is the worst a tagline can get. For example in the final section I mention one of Heineken’s taglines which is “Open your world” if you read that line on it’s own, it doesn’t mean much and it could be applied to anything. Travel, photography, media and somehow it seems to apply to beer. The point is - your tagline should describe your business, very very clearly.
So let's look at how to build a good tagline. And remember, a good tagline is one that describes the entire concept in a single phrase.