Are you displaying the message that your site visitors are looking for the instant they land on your blog? The one that lets them know they’re in the right place?
That’s your tagline. It’s what instantly communicates to people that you’re the resource that addresses their problem from a general standpoint.
No matter what the specific urgent need, people will look for a general signpost that says “Welcome, you’re in the right place and heading in the right direction.” This has to happen before anyone subscribes or buys, and even before anyone devotes time to reading your content.
Copyblogger contributor Sean D’Souza came up with an interesting analogy for this situation, and he drew that fantastic cartoon you see above (Sean’s new blog features his cartoons in every post… it’s fantastic).
Basically, Sean says that even if someone who steps off a plane has an urgent “call to nature,” they’ll still look for a more general sign (baggage claim) first to make sure they’re heading in the right direction before looking for the bathrooms.
Sean then gives the prescription for a tagline that works:
That tagline needs to be ‘un-clever.’
It needs to tell me quickly what you do.
It doesn’t need some cutesy-pie line. Or some vague line.
Tell me in plain English what you do. What problem you solve. What solution you bring.
You saw similar advice from James Chartrand a while back in his article about taglines. The amazing thing about that post is that the comment section turned into a tagline-writing clinic, with James and Roberta Rosenberg (and even other readers) offering specific tagline suggestions for those who requested help.
I spoke with James, and he’s agreed to do another tagline clinic, right here in the comments of this post. Maybe Roberta (or even Sean) will stop by to help… you never know.
So, if you’re struggling to write a killer tagline for your blog or other online project, stop by today and ask for help. Hopefully things don’t get out of control. 
About the Author: Brian Clark is the founding editor of Copyblogger, and co-founder of Teaching Sells and Lateral Action. Get more from Brian on Twitter.
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286 comments... add one
#1 James Chartrand - Men with Pens → 07.09.08 at 11:14 am
*ahem* I always maintain full control of any situation. Especially the ones where I’ve created havoc and chaos on entering the room.
I’m looking forward to this one - taglines are great fun for everyone involved, so let’s hear who needs a better one!
#2 Sean D'Souza → 07.09.08 at 11:18 am
Oh, I’d be happy to help with a tagline clinic.
Sean
There…I stopped in.
#3 Edward Atkinson → 07.09.08 at 11:21 am
Hi James & Brian,
I am the Exec. Editor for Mind Sprocket magazine (http://www.mindsprocket.com/). We’re redoing our tagline and this “tagline clinic” sounds like the perfect opportunity. Good timing for the both of us!
The website tell you about us on the home page, and also on the About page (http://www.mindsprocket.com/about/). Our current tagline is “We Tell Stories”, but that’s not quite enough. Telling stories is our mode of communication, but we don’t feel that it sums us up to the visitor as well as it could.
Thoughts, criticisms, and commentary are very welcome!
#4 GoingLikeSixty → 07.09.08 at 11:23 am
Boomer writing about stuff mostly of interest to other boomers. No politics, few rants, attempted humor.
Real tag: Suitably old but mysteriously advanced.
I tell people, my blog lets me release my inner smart ass.
#5 Brian Clark → 07.09.08 at 11:23 am Copyblogger
Wow Sean… you showed up before I could email you. The power of the link.
#6 Jeremy Toeman → 07.09.08 at 11:26 am
We’d be happy to come help as well. Sounds fun!
#7 stuntdubl - "gettin' hit by traffic...not cars" → 07.09.08 at 11:26 am
It’s amazing what a good tagline can accomplish. From an SEO perspective, don’t miss the fact that you can use it all over the web as anchor text and surrounding text for your links and citations. There’s a bit of value in that:)
“Gettin’ hit by traffic…not cars”
#8 Todd Smith → 07.09.08 at 11:27 am
Thanks for the opportunity to get your advice. I started a blog for my photography site just a few months ago.
http://www.toddsmithphotography.com/transparency/
I currently use the tag line: “A blog about photography and seeing. Come see the world with me!”
I would love to hear your opinions and suggestions.
Thanks
#9 Sean D'Souza → 07.09.08 at 11:28 am
…And the power of waking up at 4am. It’s 4:27 am here in New Zealand.
#10 Dan Zarrella → 07.09.08 at 11:31 am
I’m pretty happy with my current tagline, but would love to see if theres anyway I can improve it.
DanZarrella.com: Viral Marketing and Social Media Scientist
#11 Sean D'Souza → 07.09.08 at 11:37 am
Note what I said in my post.
#12 RC@Thinkyorwaytowealth → 07.09.08 at 11:38 am
Hi:
I have a personal finance blog called Think Your Way To Wealth- My tagline is “Helping You Increase Your Wealth By Making Smarter Personal Finance Decisions”
I think it describes my blog, but is awkward and/or lengthy.
Any suggestions?
#13 Sean D'Souza → 07.09.08 at 11:39 am
Dan: That reads more like a degree than a tagline. It tells me what you do, but doesn’t instantly tell me who you work with (your target) or what problem you solve. It may seem apparent to you, but remember that the person who comes to your site doesn’t always know what you do.
It’s your job to get that clarity across.
#14 Sean D'Souza → 07.09.08 at 11:42 am
Again, use parameters:
Problem.
Solution.
Target Audience.
At the very core, that’s what I want to see.
Just like at the restroom at the airport.
Target audience: Men/women.
Problem: Oooh, I have to go.
Solution: This way please.
Thanks for the opportunity to get your advice. I started a blog for my photography site just a few months ago.
http://www.toddsmithphotography.com/transparency/
I currently use the tag line: “A blog about photography and seeing. Come see the world with me!”
I would love to hear your opinions and suggestions.
Thanks
#15 James Chartrand - Men with Pens → 07.09.08 at 11:45 am
@ Edward - Whose stories do you tell? Why? How does that affect me as a reader? What’s the reason that I should read these stories?
The ultimate question to answer: So what?
We tell stories that change your life (how do they change your life?)
Stories that share experience - so you don’t have to learn the hard way (long but you get the picture)
Smart stories to boost your IQ
#16 James Chartrand - Men with Pens → 07.09.08 at 11:47 am
@ RC - Not bad, but long and clumsy. Let’s see what we can do:
Helping You Increase Your Wealth By Making Smarter Personal Finance Decisions
Smart Finances to Increase your Wealth
Smart Decisions, Better Finances
Smart Choices for More Wealth
#17 Joe Bunting → 07.09.08 at 11:48 am
Hello “tagline experts,”
I’d be happy for your opinion. I started my blog to promote my music, but while my music career became stagnate, my writing started to take over. My tagline is:
“Sounds, thoughts, and anger management from an aspiring songwriter. ”
And while that is all true, my site is heavy on the thoughts and low on the sounds/music.
Ideas?
#18 James Chartrand - Men with Pens → 07.09.08 at 11:49 am
@ Todd - What benefit does that give the reader? Figure out why someone should view your photos or how they can benefit from your photos and your exposés
See Through My Eyes for Wider Perspective
See The World Without Leaving Home
#19 Nimic → 07.09.08 at 11:49 am
I can use some help :). My site is:
http://TheGreenRoutine.net
Our current tagline is “Save Money, Save The Planet.”
But after reading this article, it seems that the tagline might be a little too abstract to convey the message of what the blog is actually about.
Saving money was initially a focus of the blog, but not so much core to it now that I’ve published more articles. Saving the planet is the end goal, but really sounds a little too hyperbolic for my tastes.
Any ideas?
#20 Robert Hruzek → 07.09.08 at 11:49 am
OK, you got me curious now. How does the tagline at Middle Zone Musings stack up?
“It’s about lessons learned… from life.”
#21 Ron → 07.09.08 at 11:55 am
I’m starting a video podcast next week that gives personal development tips.
The site/podcast is called Distinctions For Life.
The Tagline is
“Little changes that make a big difference.”
Site isn’t really finalized and has non-distinction content right now.
#22 ScreenRant.com → 07.09.08 at 11:58 am
What do you guys think of the one for my site http://ScreenRant.com :
“TV and Movie News without the Sugar Coating”
I’ve refined it over time… it used to be the much more cumbersome:
“Sci-Fi, TV & Movie News & Reviews without the Sugar Coating”
Feedback appreciated, but I actually think it’s pretty good.
Thanks,
Vic
#23 John Bigenwald → 07.09.08 at 11:59 am
“See your MVP through our lens”
We are an action photography business and most of our visitors are directed to the site after an event.
#24 Debbie Happy Cohen → 07.09.08 at 12:00 pm
This is a great idea! A workshop in the comment section, love it!
I’d love feedback on my tagline too.
http://www.cprforyourbusiness.com
Thanks so much!
#25 tinku gallery → 07.09.08 at 12:01 pm
I am having a hard time coming up with a tagline for my gallery. I am not even sure if I should have a tagline because most high end contemporary art galleries don’t…But my focus is to showcase fine art in an environment that is welcoming and not intimidating like most other high end galleries, making it easier for new collectors to start buying original art.
So my tagline idea was: Contemporary Art Without the Attitude.
Feedback?
#26 tinku gallery → 07.09.08 at 12:01 pm
P.S. Thanks for taking the time to do this Tagline Clinic!
#27 Good Article on Tag Lines - Thirty Day Challenge Forums → 07.09.08 at 12:03 pm
[...] Article on Tag Lines A Copyblogger Tagline Clinic… In the Comment Section! | Copyblogger __________________ Keep Moving Forward Skype: IMStrong123 Blog:Word To The Eyes Blog:Fertile [...]
#28 Roberta Rosenberg → 07.09.08 at 12:03 pm
Did someone say “tagline?” I’m all over it!
As James has already covered, your tag has to communicate a specific and unique benefit or perspective about your blog/site/product/what have you.
If the visitor reads your tag and thinks “so what?”, you’ve lost ‘em. If your tag is cool, ironic and snarky, it’s good for maybe one read and then you’ve lost ‘em.
If your tag could be popped onto any number of the sites of your competitors, your tag really fails.
If I come to your site, read your tag and like, get it immediately? DING - DING - DING … you have a winner.
Strive for clarity over clever, almost always.
#29 Sean D'Souza → 07.09.08 at 12:05 pm
I guess I’ll be a little repetitive here…but not everyone will read every comment, so here here goes.
Problem.
Solution.
Target Audiece.
Target Audience:Who are you saving money for? Yoga teachers, baby boomers, men in black? That needs to be clear.
The problem: Define how you’re saving money. It’s too broad right now, and therefore waffly.
The solution:: What’s your solution?
These parameters will help you quickly get a message across that your customer understands. The most important thing is for the customer to know they’re the customer in the first place.
#30 Dan → 07.09.08 at 12:05 pm
What about a blog for business people who want to create data visualizations but can’t use external sites like Swivel or ManyEyes and don’t have access to robust data tools like SpotFire or Tableau?
The audience is business people who have data to present (e.g., a product manager who wants to show brand penetration across U.S. markets) and who want to show this data in an innovative, thought-provoking manner.
The problem that person faces is that they are typically limited to using Excel or PowerPoint to get their point across. I’m going to help solve that problem with tutorials and other content so they can use Excel or PowerPoint but still produce fantastic data visualizations and “wow” their bosses/colleagues/CEO.
Tagline thoughts so far:
(1) Use Microsoft Office to visualize your business data
(2) Bring your data to life in applications you already have
(3) Powerful ways to visualize business data using Microsoft Office
Part of the problem is that I don’t want to limit myself to Microsoft’s applications because there are other lightweight apps people could use.
Any thoughts?
#31 Sean D'Souza → 07.09.08 at 12:12 pm
You have the parameters right.
You have a problem | solution | target audience.
Not sure what you mean by ‘attitude’ though.
However the tagline may just sneak through.
I may be tempted to just continue…because yes, it does move me along to see what’s next.
As for the question: Do you need a tagline? Well,just because other airports didn’t have a restroom sign, would you not prefer a restroom sign at your airport?
I am having a hard time coming up with a tagline for my gallery. I am not even sure if I should have a tagline because most high end contemporary art galleries don’t…But my focus is to showcase fine art in an environment that is welcoming and not intimidating like most other high end galleries, making it easier for new collectors to start buying original art.
So my tagline idea was: Contemporary Art Without the Attitude.
Feedback?
#32 Todd Smith → 07.09.08 at 12:13 pm
@ James - Thanks for the suggestions. I can see your phrases are more concrete than my original–with immediate benefit to the reader.
I especially like “See The World Without Leaving Home.”
#33 Sean D'Souza → 07.09.08 at 12:16 pm
Are you saving them money, time, effort, learning curve?
What’s zee problem, mate? Define that for me.
S-
#34 Michael Sherman → 07.09.08 at 12:17 pm
This is fun. I want to play.
We are about to launch a membership site (thank you Teaching Sells) for lawyers that teaches them about effective marketing on the internet (most of us lawyers haven’t got a clue when it comes to that subject-we still think yellow page ads are cutting edge).
A simple tag line that (I think) meets Sean’s criteria is:
“Helping lawyers attract clients on the web” but that is so dull.
Suggestions for improvements?
#35 Sean D'Souza → 07.09.08 at 12:17 pm
You don’t have to limit yourself to Microsoft’s applications, but be clear about the problem you’re solving and you won’t have to.
s-
#36 Elizabeth → 07.09.08 at 12:20 pm
We have a blog about Green Travel. http://gogreentravelgreen.com
Our current tag line: Green Travel Tips for Savvy Travelers
Reading your article I think there are two issues with our tag line; 1) we also write reviews and anecdotes about green/responsible/eco-friendly travel 2) savvy is sort of undefined
Our audience is both travelers looking to lower their impact/be greener and for eco-conscious people who want to travel .
On our sidebar we have a short about that says “Go Green Travel Green is for travelers who want to be greener and for eco-conscious folks who want to travel”
I think we need to combine these two. Thoughts?
#37 Sharon Hurley Hall → 07.09.08 at 12:22 pm
I’d be interested to hear your thoughts on my tagline (Mentoring for freelance writers), James. It’s ‘what it says on the tin’ kind of line, but is it too dull?
#38 Chris Pearson → 07.09.08 at 12:23 pm
My former tagline held the title of “World’ Worst Tagline.” Although I hated to relinquish that claim, I finally caved and changed it to something sane.
The old:
Best Damn Blog on the Planet
The new:
WordPress Themes and Simple Tips for Running Killer Websites
I can hear the Google search traffic now.
#39 Barbara Casey → 07.09.08 at 12:23 pm
For my new ning network at http://www.spiritwriters.com:
A community of inspirational writers and spirit channels lighting the world with words.
I seem to be missing the “problem” part, though. The aim is to publish our writings on our network profiles and blogs to get our writing seen more… also to share ideas for (self) publishing.
I’ll keep working on it. Thanks for the great clinic!
#40 Dan → 07.09.08 at 12:27 pm
@S—
I’m allowing them to create a visualization where none existed before. Cost is free, learning curve and effort should both be very low.
It will help them communicate their findings/ideas to a business audience far better than with a static visualization, crappy pie chart, table of numbers or bullet points.
Does that help with the problem definition? I guess I’ve defined the solution a little more clearly - I believe interactivity is key to a good visualization.
#41 Chris Brogan... → 07.09.08 at 12:30 pm
I don’t have a tagline. Should I?
#42 Sean D'Souza → 07.09.08 at 12:32 pm
You did well, Chris.
Now insert a problem in that tagline.
WordPress Themes and Simple Tips for Running Killer Websites
#43 Brian Clark → 07.09.08 at 12:34 pm Copyblogger
Brogan, you’ve got “community and social media” over in the right side of your header. You should dimensionilize that… what problems about community and social media does your site address and solve? And for whom?
#44 tinku gallery → 07.09.08 at 12:35 pm
Thanks Sean, I am going to mull over mine a bit more based on your tips.
Yeah art is a weird business…so much is about a feeling of exclusivity and image — if you are too “commercial” you are not taken as seriously by the art critics, whose opinions are very influential but at the same time I don’t want to be so obtuse no one knows what I am about!
It is hard to swim against the tide but you are right, no reason to keep the status quo for status quo’s sake.
#45 Brian Clark → 07.09.08 at 12:36 pm Copyblogger
Pearson:
WordPress Themes and Tips that Make Online Business Easy
#46 Sean D'Souza → 07.09.08 at 12:37 pm
Yes, I understand, but you have to choose:
1) Is it pie-charts that are a problem? (because they’re crappy?)
2) Is it that the person knows that his pie-charts are crappy (and wants to improve it).
3) Is it that they know they want to improve it, and fear a learning curve?
Sean
I’m allowing them to create a visualization where none existed before. Cost is free, learning curve and effort should both be very low.
It will help them communicate their findings/ideas to a business audience far better than with a static visualization, crappy pie chart, table of numbers or bullet points.
Does that help with the problem definition? I guess I’ve defined the solution a little more clearly - I believe interactivity is key to a good visualization.
#47 Chris Pearson → 07.09.08 at 12:38 pm
WordPress Themes and a Bunch of Outdated Posts
I kid, I kid. Trying out the BC special.
#48 Peter Harris → 07.09.08 at 12:41 pm
I’m a business coach working with small business owners and entrepreneurs. I’m creating my first venture at on-line coaching targeting executives making the transition from corporate cubicle to their own home based business as a “solopreneur”.
However, the project has stalled over the tag line…I now certainly appreciate the significance of those few powerful words…
The name of the business and general theme is “Many Rivers”…ie: many rivers to cross in the search for a meaningful life of purpose in the work we pursue…. However, the tag line has been illusive….
I’ve come up with and rejected
“from wage slave to lifestyle entrepreneur”
“minding your own business”
“coaching for accidential entrepreneurs”
“lifestyle design”
I would value any suggestions….
Hi Sean…I’m a New Zealander living half the year in London and the other half in Wellington.
#49 Sean D'Souza → 07.09.08 at 12:42 pm
Wordpress Themes that take the ‘arrrghh’ out of online business.
Wordpress Tips that take the ‘arrrghh’ out of online business.
I’d actually choose between the two…if you could.
Sean
Pearson:
WordPress Themes and Tips that Make Online Business Easy
#50 Dan → 07.09.08 at 12:44 pm
Sean, excellent help — I feel like I’m getting somewhere, if my brain can work just a little faster…
The problem is that they know pie charts are a problem in general. The person wants to improve how they communicate data but they
(a) can’t use an external site
(b) don’t have data tools in-house
(c) don’t want to learn how to program
The person has seen “cool” visualizations on-line through yahoo or digg; they may have even explored swivel or many eyes. They know who Edward Tufte and Stephen Few are — essentially, they are enthusiasts without tools.
I want them to get excited about the possibility of doing those types of interactive visualizations themselves without extensive programming. They’ll be able to download powerpoint and excel templates, add in their data, modify some parameters, and off they go.
#51 Chris Pearson → 07.09.08 at 12:44 pm
Sean — “WordPress Themes” is mission-critical to my biz, so that’s got to be in there. The problem statement regarding online business is a perfect complement, too, I think, so thanks for pointing me in the right direction there!
#52 Chris Brogan... → 07.09.08 at 12:48 pm
Okay, so, let me use Sean’s formula:
Improving Business Performance Using Social Media Tools.
What do you think?
#53 Chris Pearson → 07.09.08 at 12:50 pm
How about:
Tips for Improving Business Performance with Social Media Tools
#54 Sean D'Souza → 07.09.08 at 12:51 pm
Ok, one more and I get back to work…
You said it:
“Easing the transition from corporate cubicle to home-based business”
It was way better than the other stuff you came up with. Because this one was natural. The other stuff was forced.
And g’day to you from Auckland.
Sean
=====
I’m a business coach working with small business owners and entrepreneurs. I’m creating my first venture at on-line coaching targeting executives making the transition from corporate cubicle to their own home based business as a “solopreneur”.
However, the project has stalled over the tag line…I now certainly appreciate the significance of those few powerful words…
The name of the business and general theme is “Many Rivers”…ie: many rivers to cross in the search for a meaningful life of purpose in the work we pursue…. However, the tag line has been illusive….
I’ve come up with and rejected
“from wage slave to lifestyle entrepreneur”
“minding your own business”
“coaching for accidential entrepreneurs”
“lifestyle design”
I would value any suggestions….
Hi Sean…I’m a New Zealander living half the year in London and the other half in Wellington.
#55 Anna → 07.09.08 at 12:51 pm
I could seriously do with a tagline for my email marketing blog:
http://www.stylecampaign.com/blog
Any help or suggestions would be fantastic…I don’t have anything right now.
What problems do I solve?
Right now I have a post: “8 Web friendly Camcorders (To suit all budgets)
My email marketing clients kept asking me what camcorder they should buy for web video. So I contacted some businesses already creating cool vids and passed on what model they use.
One thing that’s really important to me (not sure if it should be worked into a tagline) is even though the blogs on my company website it’s strictly non-promotional.
#56 Sean D'Souza → 07.09.08 at 12:53 pm
Anna: A tagline is just to get the attention. No more or no less. The more you put in the tagline, the more you confuse me.
So yes, it may be non-promotional. But that needs to be in your copy somewhere, or on the page itself.
#57 Damian Tysdal → 07.09.08 at 12:54 pm
I started using my tagline as a placeholder, but would like to improve it. Any suggestions?
#58 Chris Brogan... → 07.09.08 at 12:56 pm
@MRPearson - I like that. Nice turn on it. See, Brian? I write crappy headlines. Taglines wouldn’t be much different. : )
#59 Paul Hynek → 07.09.08 at 12:58 pm
Hi,
Thanks for putting this on, it’s quite instructive.
Similar to Dan who is improving business visualizations, I have created (for now) an Excel template that allows inventors and entrepreneurs who know diddly about accounting or Excel to make their custom business model and financial statements in an hour or so. I’m completely redoing the site and the software, and so now’s the perfect time for a tagline.
Problem: Entrepreneurs know their products and customers, but don’t understand their “business” and often can’t speak bankerese or investorese. So they either hire a very expensive consultant on whom they become overly dependent, or slap something together that does nobody any good.
Solution: EZ Numbers enables anyone to make their own, dynamic financial statements (Cash Flow, P&L, Balance Sheet, investor performance) the same day they meet with a potential investor.
Target: Shown above.
Before seeing the admonishment to avoid cute, I’d thought about:
-Because Business is Hard Enough
-Words Open, Numbers Close
Now I’ve been successfully nudged more towards something like:
-Anyone Can Make Their Own Financials and Raise Money for their Start-Up
But it needs some doctorin’!
Thanks,
Paul
#60 Dean Hunt → 07.09.08 at 12:58 pm
I think I break every tagline rule in the book: http://www.deanhunt.com
(Blush)
#61 Sean D'Souza → 07.09.08 at 1:00 pm
Chris Brogan…You can write better headlines. It’s a matter of structure. Knowing what works–and why it works. Parameters help.
If you want to write better headlines, we have a 8 page document that helps you do just that–and do it consistently. Email me.
Sean
#62 James Chartrand - Men with Pens → 07.09.08 at 1:00 pm
Whoa, I go away for an hour and lookee! Glad I’m not alone
Choosing at random…
@ John Bigenwald “See your MVP through our lens”
Acronyms in a tagline are a major bad idea. Why? Because I’m still sitting here trying to figure out what MVP is
@ Chris Brogan - I don’t have a tagline. Should I?
Yes
Not everyone knows you, what you offer and what you do. A tagline helps clear that up right away.
Improving Business Performance Using Social Media Tools.
How about “Social Media Tools for Better Business Performance”?
@ Chris Pearson
How about “Wordpress Made Easy for Online Success”?
More later folks!
@ Joe Bunting - “Sounds, thoughts, and anger management from an aspiring songwriter. ”
I’d remove anger management because of the negative associations with that terminology. How about:
Thoughts about Songwriting for Better Understanding?
@ Michael Sherman
You’ve got a good niche going and you need to impact lawyers. How about:
Bringing Lawyers into the 21st Century Web
#63 Anna → 07.09.08 at 1:00 pm
Thanks Sean, I will leave it out and keep it short and sweet. Concentrate on what problems I solve and come up with a few ideas over lunch today!
#64 James Chartrand - Men with Pens → 07.09.08 at 1:03 pm
@ Paul Hynek - Excel for Entrepreneurs Made Easy
@ Peter Harris - Business Coaching to Help you Cross Many Rivers
#65 Brad Grier → 07.09.08 at 1:04 pm
Wow, there’s so much good advice here I’m almost nervous submitting my tagline…but here goes anyway:
Target Audience: People like me, interested in consumer technology and communications ideas / strategies.
The problem: Some technology (especially related to online communications) is way too jargony and geeky for my friends & Mom
The solution: I try and distill it down to something that’s understandable (or at least can be followed by) my mom.
The Tagline: Communications and technology in manageable, byte-size pieces
Your thoughts?
#66 Chris Brogan... → 07.09.08 at 1:07 pm
Wow. Men With Pens was just a tagline ninja. Holy cats.
#67 James Chartrand - Men with Pens → 07.09.08 at 1:10 pm
@ Brad Grier – Byte-Sized Technology In Easy-to-Understand Language
@ Chris Brogan - Men with Pens: Where Ninjas Don’t Have Nothin’ on Chartrand’s Taglines
#68 Peter Harris → 07.09.08 at 1:10 pm
G’day Sean & thanks for the clarity of thinking.
One more question….
I’m a business coach, but the word “coaching” can often be misunderstood and I’ve been reluctant to use it in the tag. Is it better with or without?
“Coaching from corporate cubicle to home business”
or simply
“from corporate cubicle to home business”
#69 Sean D'Souza → 07.09.08 at 1:12 pm
Often the answer is located in your own words. You say it fine, then completely fudgleegoop it with ‘tagline speak.’ So notice what you’re saying:
target: inventors
problem: who know diddly about accounting
solution: make financial statements in an hour or less.
Speak easy, mate!
-Sean
#70 James Chartrand - Men with Pens → 07.09.08 at 1:12 pm
@ Peter - If you want to avoid coaching, how about the good ol’ ‘How to’? People really like that, plain as it may be.
How to Get from Cubicle to Home to Run Your Own Business
or even
Helping You Get from Company Cubicle to Home Office
#71 Dean Hunt → 07.09.08 at 1:14 pm
For info, my main blog title is:
“The Extreme Buzz Marketing Guru & His Killer Bunnies”
My TAGLINE is: “Because everyone is entitled to my opinion”
I break most of the rules, but then, that is the style of my blog. So it fits. Should I change anyway?
#72 James Chartrand - Men with Pens → 07.09.08 at 1:15 pm
Just to help people out, here was my formula for Rock-Solid Taglines from my post:
Pick an adjective that encompasses your business image, take the summary of your benefits and tack that to your mission. What do you get?
@ Dean Hunt – Sharing My Opinion to Help Make You Smarter
#73 Sean D'Souza → 07.09.08 at 1:15 pm
Zee customer not care if you be ‘coachman’ or ‘village medicine guy.’ He care about ‘transition’ and the bouncity-bounce from ‘cubicle to home business.’
Zee transition is the key.
That’s the problem you solve.
Not care about ‘coach man’
Sean
===========
#74 Dean Hunt → 07.09.08 at 1:17 pm
Thanks James.
My worry is that I don’t want to follow the norm… that would go against the whole purpose of the blog.
That said, I could inject a little humour into your great suggestion by using:
“Sharing My Opinion to Help Make You Smartererer”
#75 Justin Whitaker → 07.09.08 at 1:18 pm
What about the generalists?
I started off with GameFinance as a blog concentrating on the financial/business side of the video game industry, but though lack of time, it sort of foundered.
Lately, I have been using the site as more of a generalist blog, focusing on the things that intrest me: Games, Music, Social Media.
Since I made that switch, it has been alot easier to write, because I feel less constrained in what I am doing.
I can still write about the game industry, as an analyst/commentator, but I can write about whatever else intrigues me each day.
Right now, I am using the original tag: playing with 10-ks so you don’t have to.
It’s not bad, but I could be better.
So how do generalists tag their blogs?
#76 Chris Brogan... → 07.09.08 at 1:19 pm
@DeanHunt - oddly, it’s fitting for you. But I dunno. The world already has one Joseph Jaffe. : )
#77 Dan → 07.09.08 at 1:19 pm
I feel like my last reply has been lost in the shuffle — any thoughts related to the following would be great!
-repost-
Sean, excellent help — I feel like I’m getting somewhere, if my brain can work just a little faster…
The problem is that they know pie charts are a problem in general. The person wants to improve how they communicate data but they
(a) can’t use an external site
(b) don’t have data tools in-house
(c) don’t want to learn how to program
The person has seen “cool” visualizations on-line through yahoo or digg; they may have even explored swivel or many eyes. They know who Edward Tufte and Stephen Few are — essentially, they are enthusiasts without tools.
I want them to get excited about the possibility of doing those types of interactive visualizations themselves without extensive programming. They’ll be able to download powerpoint and excel templates, add in their data, modify some parameters, and off they go.
#78 Ed Shaz/ NextInstinct → 07.09.08 at 1:19 pm
@James Chartrand @ChrisBrogan
Can we assume Chris’ readers know what social media/social media tools is/are?
Chris is there any significant percentage of visitors that arrive with no idea?
If so, maybe a universal phrase that appeals to the breadth of Chris’ readers/landers.
“Using the New Internet for Better Performance”
(Just a thought, I’m here to learn)
Thanks Brian/ Everyone for the excellent
workshop! Appreciated.
~Ed
#79 Sean D'Souza → 07.09.08 at 1:20 pm
If you’re asking, you probably know that it doesn’t sit too well. Or doesn’t say much. If your bank balance depended on a client staying or leaving (based on your tag line) would you keep it or change it to something that makes sense?
Rules, even when broken, are broken with structure in mind. Lack of structure is chaos.
Even a thief breaks a rule (steals etc) knowing what to expect, and knowing how not to get caught. The druggie on the other hand just simply wants money for his dope, doesn’t follow ‘thief rules’ and spends time in jail.
Long answer to short question.
Sean
============
#80 Cynthia Morris → 07.09.08 at 1:21 pm
Gulp. Here goes.
My company is Original Impulse and I coach creative people - writers, artists and business people to achieve their creative goals. My current tag line:
Life As a Creative Adventure
Also, I have a blog, JourneyJuju.com, where I am writing about the magic of pairing travel with art/creativity (using the creative travel tools I developed). I couldn’t come up with a tag line and decided that just Journey Juju was powerful enough.
Through both of these sites I lead by example - living large, creating and showing people that anything is possible.
Okay. I’m open to your feedback! Thanks for doing this!
Cynthia
#81 Sean D'Souza → 07.09.08 at 1:24 pm
The key to the tagline, Dan, is to get me to the headline. It’s not to get me to understand your entire business.
So find out their biggest problem:
Choose from the above
Then in your headline (and subheadline) give them the rest of the stuff.
Sean
#82 Brad Grier → 07.09.08 at 1:25 pm
@ James Chartrand — you’re on a roll! Thanks for the ‘easy to understand’ part.
@ Dean Hunt — Humor is goodly!
#83 Chris Brogan... → 07.09.08 at 1:26 pm
@EdShaz - a lot of visitors to my site are newbies. They’re marketing or product mgt or PR professionals, or they’re corporate internal comms types, and they have “heard” the words social media, but don’t know where the rubber meets the road.
My goal is converting blather into action. I want to show people actual ROI on these tools, and give them recipes to go cook their own cake.
#84 James Chartrand - Men with Pens → 07.09.08 at 1:27 pm
Another fast and furious shot of tagline love…
@ Robert Hruzek - “It’s about lessons learned… from life.”
Where’s the benefit to me? Try this: “My Life Lessons To Help You Learn”
@ Nimic – Save Money, Save the Planet
Hmm… Tough one.
Learn How to Save Money While Saving the Planet?
Planet-Saving Tips that Help Save Money?
@ Ron - “Little changes that make a big difference.”
Little Changes You Can Make for Big Life Benefits
@ ScreenRant - “TV and Movie News without the Sugar Coating”
The problem is that my first thought was, “Are news sugar coated?” I think you mean to say that your opinion is strong, so why not use that somehow in your tagline?
@ Tinku – Contemporary Art Without the Attitude
The fact that you even mention attitude already gives me the impression that there *is* attitude going on. That’s the beauty of negative perception. Our brain sees negative words and takes them for cash, even though the “without” is there.
How about:
Fine Art For Normal People
Fine Art that You Can Understand
Contemporary Art That Makes Sense
@ Debbie – Whoa, you have a long one. How about:
Breathing Life into Your Business Leadership
@ Sharon - Mentoring for freelance writers
Ahh, you I can toss this back in your lap. I’m asking the eternal question… “So what?” Find that for me and come on back over
@ Elizabeth - Green Travel Tips for Savvy Travelers
How about:
Green Tips for Traveling with Eco-Friendly Feelings?
Green Travel so You Feel Guilt Free?
Guilt-Free Travel Tips for Eco-Conscious Travelers
@ Barbara Casey – How about “Writing with Spirit for Inspiration?”
Hope I didn’t miss anyone…
#85 Rock and Roll Mama → 07.09.08 at 1:27 pm
Hi! Great opportunity, thanks. My website is
http://www.rockandrollmama.com, and is aimed at helping moms maintain their musical identities after having children.
The tagline is “Because you’ve still got it.”
But people seem to prefer another phrase on the site “Keeping you inner Janis alive.”
Thanks for any feedback…
#86 Sean D'Souza → 07.09.08 at 1:28 pm
Problem.
Solution.
Target.
First make sure you get that through, Cynthia.
Right now the problem you seem to describe is a bit vague. Get more specific.
What are creative goals?
I’m a cartoonist You can tell me, Cynthia
Sean
Gulp. Here goes.
My company is Original Impulse and I coach creative people - writers, artists and business people to achieve their creative goals. My current tag line:
Life As a Creative Adventure
#87 Dan → 07.09.08 at 1:30 pm
Thanks Sean — simply typing these things out helped a lot (plus your advice of course…)
#88 Sean D'Souza → 07.09.08 at 1:31 pm
Sure, but now it’s still time to bite the bullet and write that tagline, eh Dan?
#89 Brad Grier → 07.09.08 at 1:31 pm
@ Chris Brogan — …I’m partial to your ‘converting blather into action’ as a tagline. Simple. Fun. Bottom-line oriented.
#90 Brian Clark → 07.09.08 at 1:31 pm Copyblogger
@ Tinku
Fine Art for the Rest of Us
It’s an old saw, but it works because it provides contrast and bonding with your prospective audience in 7 simple words.
#91 Brian Clark → 07.09.08 at 1:33 pm Copyblogger
ChrisBrogan.com:
Converting Social Media Bullshit Into Viable Business Strategies.
It’s so you Brogan… I dare you to use it.
#92 Paul Hynek → 07.09.08 at 1:33 pm
Dan and Sean,
Thank you kindly, gents, for your “EZ Tags” help!
Paul
#93 Sean D'Souza → 07.09.08 at 1:34 pm
Problem.
Solution.
Target.
First make sure you get that through, Cynthia.
Right now the problem you seem to describe is a bit vague. Get more specific.
What are creative goals?
I’m a cartoonist… You can tell me, Cynthia
Sean
Gulp. Here goes.
My company is Original Impulse and I coach creative people - writers, artists and business people to achieve their creative goals. My current tag line:
Life As a Creative Adventure
#94 Brad Grier → 07.09.08 at 1:34 pm
@ James Chartrand - reworked…Byte-Sized Technology In Easy-to-Understand Language
becomes
Byte-Sized, Easy-to-Understand Technology
Thoughts?
#95 Glenn → 07.09.08 at 1:39 pm
What a cool idea.
I recently started a site for selling ebooks containing research on the topic of cholesterol. The name of the site is The Missing Facts. The purpose is to provide factual information that may be missing or distorted in the common commercial-oriented information channels. I intend to extend this to other topics in the future.
My current tagline: What you don’t know may help you.
Obviously, this is a play on “What you don’t know can’t hurt you.”
All suggestions considered with humility.
Glenn
#96 Dean Hunt → 07.09.08 at 1:40 pm
Sean,
That is the issue though, my livelyhood is not dependant on my blog… hence why I can break the mould and not take it too seriously.
In fact, I think it is perhaps the only non-profit marketing blog on the net (is that an oxymoron?)
I realise I am in a privileged position though, and I wouldn’t recommend others to do the same, but I do have a license to mess around.
I actually won an award for my current tagline, it was voted one of the best on the web. (god knows how it slipped through the net)
Chris - I have never heard of Joseph Jaffe, but I will check it out, thanks.
Thanks for the advice guys. I may well take you up on your advice.
Dean
#97 Sean D'Souza → 07.09.08 at 1:41 pm
Still too vague.
What is technology?
==============
Also: Putting in too much is a problem:
The tagline is only meant to get me going to the headline. And ideally it should have:
Sean
#98 Bob Younce at the Writing Journey → 07.09.08 at 1:43 pm
OK, tagline at The Writing Journey is:
“Helping Internet writers to achieve their dreams.”
Can it be better? How? Is it too vague?
#99 Sean D'Souza → 07.09.08 at 1:45 pm
I won’t dispute your position.
If that’s what you want, it’s what you want.
If you want clarity, then hey, there’s a system.
I’m happy that you won the award, but awards are not often a benchmark for clarity. They’re a benchmark for what’s cool.
As an advertising copywriter, in one of the world’s biggest agencies, the coolest ads would win awards. And the business would go down the gurgler (award and all).
I’m not saying you should change it.
But would I recommend you change it?
Si.
With all due respect…
Sean
#100 Dean Hunt → 07.09.08 at 1:47 pm
Thanks Sean,
Appreciate your input, and certainly food for thought.
Dean
#101 Chris Brogan... → 07.09.08 at 1:47 pm
@Dean - that’s mostly a swipe at Joseph (meant with love) but I’ll fill you in at some point so you’ll appreciate the good-natured joke.
@Brian - you know, I kind of like that. Will muse on that a bit more.
#102 Sean D'Souza → 07.09.08 at 1:47 pm
The Missing Facts on Cholesterol
How much more dramatic do you want your tagline to be?
Sean
===========
#103 James Chartrand - Men with Pens → 07.09.08 at 1:49 pm
@ Brad – To my eyes, the comma stops the flow. Keep that flow going.
Byte-Sized Technology You Can Understand
Meh. I like the other one better
@ Rock n’ Roll Mama – Well, what happens if someone doesn’t know who Janis is? (I know, I know. It could happen… clarity!)
@ Bob Younce – Helping Internet writers to achieve their dreams
It’s not bad at all, but it’s ‘chewy’. How about:
Helping Web Writers Reach Their Dream?
@ Glenn - What you don’t know may help you.
To me, this is way too vague and too clever. What’s your mission, what are the benefits, what’s your adjective? How about:
Discover the Missing Facts for Better Health?
@ Brian/Chris – Using Bullshit to Create Business
#104 Sean D'Souza → 07.09.08 at 1:50 pm
Ok, what is the dream?
That’s the vague part.
Is it 3-months off each year?
Is it more time with their kids?
What is that dream?
Yes, take a position.
Sean
=========
#105 Sean D'Souza → 07.09.08 at 1:51 pm
Ok, now I’m really out of here…
Back to Psychotactics land.
-Sean
#106 Julie → 07.09.08 at 1:54 pm
Thanks so much for drawing attention to this. I never thought about the fact that the tagline should state the problem and solution.
Please take a look at my current tagline:
http://www.truthcurve.com
Is it too mysterious?
What if I had the following tagline:
“Musings on life’s paradoxes”
#107 Rock and Roll Mama → 07.09.08 at 1:58 pm
Thanks for your reply.
That is a concern, the fact that someone may not know who Janis is.
So as it stands, There’s a logo which holds “Rock and Roll Mama”, then s freestanding tagline that says “Because you’ve still got it.”
Too vague? Thanks.
#108 Caitlin @ C³ → 07.09.08 at 1:58 pm
Well, you asked!
My current tagline is “Cleaning up, one day at a time”. It was supposed to convey the fact that I’m trying to help others with their clutter problems, even as I struggle with my own (eg, that I’m not a professional organizer), but it ended up sounding rather flat and lame.
I’d love to hear any and all suggestions!
Thanks to Sean for pointing out the Problem/Target/Solution trifecta, as it’s got me rethinking about my tagline myself again!
#109 Bob Younce at the Writing Journey → 07.09.08 at 1:58 pm
@ Sean and @ James - Thanks for the thoughts, fellas. You’ve given me something to ponder.
#110 James Joyner → 07.09.08 at 2:08 pm
I’ve got a political opinion blog with no published tagline. The one I’ve got under WordPress options is “An Online Journal of Politics and Foreign Affairs” but I’m not sure that does anything for me branding wise.
#111 Are Your Website Viewers Getting The Message? | Elementary Marketing → 07.09.08 at 2:09 pm
[...] develop your own tagline or elevator pitch, imagine yourself sitting at a bar. After stiking up a conversation with the [...]
#112 Brad Grier → 07.09.08 at 2:10 pm
@ James Chartrand — good thoughts on the comma, and the whole concept (Kudos!).
Obviously I need to give this more work, but have a meeting to get to so will revisit this thread later.
Thanks for the help! It’s appreciated.
– Brad
#113 Van Theodorou → 07.09.08 at 2:25 pm
What a great idea…so here it goes -
5 Easy Steps Guaranteed To Save Money On Your Telecom Expenses and free up your time of handling telecom related problems
I am a telecom broker and i can guarantee businesses the lowest rates and i go one step further than most in i take over handling their telecom related problems, which is always inevitable.
Thanks in advance,
Van
#114 Arubicus → 07.09.08 at 2:26 pm
Wow great idea to do this here. Been doing a redesign of our site got 1 section and home page left to do. I’ve been having problems coming up with a phenomenal tagline. We have a temporary one right now on the new design under the logo.
The main problem is for us is that our site is multi-topic online magazine ranging from parenting to fashion to gardening to home improvement to travel. About 12 main topics and hundreds of sub topics and growing.
We are not just solving any one certain problem but we try to remain positive about our subjects. Even negative subjects (such as loosing a loved one) we still pace our readers into a positive outlook and perception. Pretty much we are positive in sharing information, thoughts, ideas, experiences, etc. about improving and enjoyment of life. Combined with a community that also allows our readers to share along with us.
Right now our temporary tagline goes: Sharing The Pleasure Of Living.
What we want to do is remain positive in the tagline. We also would like to emphasize a “togetherness” feel to it that implies that we are a community of authors (articles and information we write) as well as readers helping each other, solving problems, sharing experiences, improving something, etc. The community feel could help pull the articles we write and our discussion forums together as we are kind of a hybrid if you will. (Forums are not separate from main content but worked into the content and structure of the site.)
Really just want something that can resonate with readers to compel them to not just read but to hop in and share along with us.
If you all have any suggestions let me know.
#115 Sean D'Souza → 07.09.08 at 2:42 pm
So what’s the:
Problem.
Solution
Target?
List it, so I can see it.
No pressure. But you want to list it for your own good. And for clarity’s sake.
#116 Sheryl Schuff → 07.09.08 at 2:42 pm
Brian et al,
Thanks for this wonderful opportunity. Hope it’s not too late in the day to get help.
One of my missions is to help biz owners pay less in taxes. Current tagline is pretty weak: “helping you lower your taxes.” My son quips that I can make LIFE tax-deductible, but that’s a little over the top.
Prob: Many businesses don’t take all the tax deductions they could. Soln: I translate IRS-speak into English so they can understand their options, save money. Audience: Small business owners, particularly solo and home-based entrepreneurs.
Current product = eBook/audio explaining Home Office Deduction. Work-in-process = eBook/audio on choosing the best business structure (understanding the tax consequences and when limited liability really isn’t limited).
Web sites http://www.TaxesForSmallbusiness.com, http://www.TaxDeductionForHomeOffice.com.
My other mission is to help those same small biz owners save time and money on their admin tasks. My ezine is called e-fficiency and the tagline is “helping you learn how to get the most from your computer.”
Prob: sm biz owners have limited time & funds; much software is too expensive, difficult to use. Soln: I find free & low-cost software/services to help them work smarter. Also give shortcuts/strategies for being more productive. Audience: technically challenged & cash-strapped entrepreneurs.
Web site: http://www.SherylSchuff.com
I know that my copywriting and taglines need work and am eager to get your input. Thanks.
Sheryl
P.S. I’m great with numbers!
#117 Sean D'Souza → 07.09.08 at 2:51 pm
Which type of taxes?
Sure you have a specialty. Otherwise ’tis going to be vague forever.
s-
#118 Ingrid → 07.09.08 at 2:57 pm
Bob Younce : how about “From PC to Print”
#119 Arubicus → 07.09.08 at 2:57 pm
Sean do you have any suggestion on where I could start to improve our tagline mentioned above.
The site is http://www.jorbins.com/ <—old design home page
The newer design with the temporary tag line:
http://www.jorbins.com/home-improvement-decorating/
Just having difficulties with an all encompassing tagline for this multi-topic site.
#120 Sean D'Souza → 07.09.08 at 3:01 pm
You may want to be positive, but by that you’re suggesting something that your brain can’t comprehend.
Namely, that the brain doesn’t understand solutions, unless it understands a problem. So if we go back to the year 2000 and I say: Hey do you want an iPod? (solution), you’re asking: What is an iPod and why would I want it.
You’re automatically assuming that a problem is ‘negative.’ But it’s not. When there’s a chair in your way, it’s a problem. When you don’t have bread in the fridge, it’s a problem. When the kids are late to school, c’est un problem. But where’s the negative aspect? It doesn’t exist.
Your client needs to detect the problem first. You may ‘not want to be negative’; not highlight the problem…and therefore end up with all the taglines that don’t work.
Sure I’ve been rough with you on this post, but it’s important for you to get the point.
Sean
http://www.psychotactics.com
#121 Julie → 07.09.08 at 3:07 pm
Sean,
Thanks for replying. Let’s see if I can answer the questions…
Problem: Internet littered with lots of shallow, obvious and vague tips on life, health, and well-being (e.g. exercise 3 times a week, or, reduce your stress). Like duh.
Solution: In my blog, I try to go deeper to help people get a different perspective on life problems. I read social science research, philosophy, literature and integrate information from different sources to bring people meaningful advice that they can implement.
Target: People with a philosophical bent who want to think more deeply about the best way to live.
Is all of this too vague? I guess I just want my blog to be a forum for delving deeply into life’s issues. I realize that’s not a niche so I’m not sure what audience to address.
Thanks for any suggestions!
Julie
#122 James Chartrand - Men with Pens → 07.09.08 at 3:08 pm
@ Sheryl - How about:
Helping You Deduct your Life (or Almost!) from Your Taxes
#123 James Chartrand - Men with Pens → 07.09.08 at 3:10 pm
@ Julie - I think you have your tagline right there in your comments:
Different Perspective to Help you Solve Life’s Problems
I’d buy that
#124 James Chartrand - Men with Pens → 07.09.08 at 3:12 pm
@ Van - Saving You Time and Money, One Telecom at a Time
<