There are even free tools that will generate plausible B2B slogans for you. There are lots of best practices around writing good taglines – focus on your audience, convey your differentiation, be catchy. But every employee will remember a crisp, well-written tagline – and use it to guide the day-to-day work they do on product development, customer support, or selling. No employee is going to remember your positioning statement. Simplicity is great when you have to explain what you do to overwhelmed buyers. It takes all of the complexity and effort and strategic insight that goes into great positioning – and distills it into a form that’s so, so simple. Simplicity works.Īnd a good tagline is the epitome of simplicity. One of the most memorable takeaways from Christopher Nolan’s film Inception is the notion that in order to get an idea to take root in someone else’s mind, you need the simplest version of the idea – an idea stripped down to its absolute basics. They’re asking to occupy a place in their brains – to change the way they think about the world. What became clear to me in both cases is that these companies are asking a lot of their markets. (In their case, these are buyers who are more accustomed to buying consulting services than software.) It’s trying to succinctly convey what it does to buyers. The other is an AI platform in a still-emerging category.Its main challenge is standing out from the crowd. One operates in the very crowded cybersecurity space, in a well-defined category.Again: the kitchen is on fire, and you’re worried about napkins?īut working with two companies changed my perspective completely. This was exactly the type of interaction that left me with deep skepticism about the value of a tagline. We thought we’d nailed it.īut at the end of it, they looked at me bewildered. The project demanded a lot of research, diplomacy to navigate tension between internal stakeholders, and real strategic insight. So we ran a monthlong process with them to help them distill their ideal customer profile, category, and differentiators. They had a fuzzy concept of their target market and were trying to straddle multiple product categories. “We don’t know who we are.”Īnd it was true. “We’ve got a positioning problem,” the founder and CEO told us. Not long ago we worked with an enterprise B2B SaaS client that was struggling to find product-market fit. But sometimes it’s hard to escape the alluring myth that the Tagline that Will Change Everything. Just like a killer logo won’t save a company in financial distress, even the world’s best tagline can’t solve all of a company’s problems.Įvery CEO knows this. Now let’s talk about what a tagline isn’t.Ībove all: a tagline isn’t a silver bullet. (See Dropbox, whose tagline is “All Yours” – but whose website headline is currently “Join over 700 million registered users who trust Dropbox.“)īut it does tend to crop up across a lot of marketing materials: conference banners, swag, digital ads, sales presentations, and more. It doesn’t need to be the website headline. A tagline is a company’s marketing slogan.
0 Comments
Leave a Reply. |