Jump to content

How To Create A Great Tagline For Your Business (w/ Examples)


When talking about a "Tagline" for a business, you'll commonly hear some popular names cited such as:
Tagline examples of big companies
The taglines examples you'll see are typically that of ginormous brands.
But that's the problem with these examples...



Billion dollar tagline brands
Every single one of these examples has been around for decades and is worth billions of dollars (here's a list of all the company slogans on the S&P 500), yet somehow people think their much smaller businesses should have equally vague brand taglines.
Well before we build our billion dollar brands, we might wanna start a little smaller:





The Evolution of a Tagline:

Let's you and I start a little side business together.  Let's see how our tagline may change as our company grows in size.
Notice how the tagline grows from a "descriptive tagline" into a more "aspirational tagline" here:
Evolution of a tagline
At that very beginning stage when we're at $0/year, having a vague tagline such as "Tell the world" will be relatively useless to us.
However once we start closing gigantic deals, have that fancy office on 5th Avenue in New York, and handle marketing for Fortune 500 brands.....then maybe "Tell the world" is a more appropriate tagline!
So yes, when you're at the level of a large business, your tagline will often be something short and clever and "aspirational."
However, if you're not there juuusst yet, here's a quick formula to follow:





Here's the 3-step process for creating a tagline:

Step 1.) Dump out your entire business in a few sentences.
Step 2.) Trim it down.
Step 3.) Trim it down to one short sentence.



The #1 best way to create a tagline for your business is to describe what you do in the shortest space possible.
This process is like trying to cram a large thought into a single Tweet.
Let's jump into some examples of how we would do this:




Sumo Tagline Example: 

Step 1.) Dump out your entire business in a few sentences:
"We create tools that go onto any webpage that help promote and share your website to get more traffic through several tools: Share buttons, Welcome Mats, Pop Up email collects, and more.  We make these tools really easy to use."
Step 2.) Trim it down:
"Tools that go onto your webpage to help promote and share your website to get more traffic."
Step 3.) Trim it down to one short sentence:
"Tools to Grow Your Website’s Traffic."






WPengine Tagline Example:

Step 1.) Dump out your entire business in a few sentences:
"It's really cheap to host a Wordpress site, but when something goes wrong, your host will be no where to be found. Also, Wordpress gets hacked if you don't upgrade it or choose poorly designed plugins." 
Step 2.) Trim it down:
"WPengine makes hosting a website on Wordpress super easy.  We're like the perfect website host."
Step 3.) Trim it down to one short sentence:
"Wordpress hosting, perfected."






WeWork Tagline Example:

Step 1.) Dump out your entire business in a few sentences:
"WeWork is a community space where people can co-work together or rent larger private offices.  We let you do what you love by providing fast internet access, bathroom facilities, coffee, beer, and meeting spaces."
Step 2.) Trim it down:
"A community space where you can focus on what you love doing, and we will handle all the hassles of running an office."
Step 3.) Trim it down to one short sentence:
"Do what you love."

Think of your tagline like a "Headline For Your Business."
Your tagline will often be placed on things like:



  • Flyers

  • Stationary

  • Outdoor signs

  • Business cards

  • Website headers


These are items that have only a quick-shot at getting someone more interested.



For this reason, the only job of your tagline is to get attention and make your customer want to read/research more!



A note to people who have spent more than 2 hours of brain-time trying to "Come up with a great tagline":

Your tagline will unlikely be a big driver of business. Like....at all.
I've NEVER gone to McDonald's because "they had a cool tagline."
It's cause I want food stuffed into my face immediately.
I've never done business with a web designer because his tagline was clever like "Design for life."
I've never bought a car because the tagline was "Zoom Zoom."
Just remember....
You should be focusing waaayy more of your time on:

  • The quality of your product.

  • Getting referrals from other people.

  • Getting feedback from customers.


THOSE are all things that will increase your business.
If you have spent more than two hours trying to come up with a tagline for your business, you are definitely focusing on the wrong thing.
Use the 3-Step Tagline Formula shown above, knock your tagline out, make sure it's not "too clever", and then focus on improving your business in REAL ways!

With all that said, I do respect some taglines floating around out there.
For example, here's my all time favorite tagline:
Geico has gone through all sorts of cutesy characters as their "spokesman", but their tagline has remained the same:



"15 minutes could save you 15% or more on car insurance."

This tagline kicks butt because it's jam-packed with important stuff....and only in about 10 words!
Dang.....that Gecko knows what he's doing!
Let's just compare this brilliant Geico tagline to a few of their top competitors in the insurance space....Statefarm and Allstate:
Insurance Tagline Examples
I mean, without having previous experience knowing what these companies do…..would you have ANY clue what they sell based off their tag lines?? No.
Bravo Geico. Your tagline could be used for a $100/year insurance business or a $50Billion/year insurance business.
So remember, use the 3-Step Tagline Formula from above to create a quick tagline and description for your own business:
The 3-Step Tagline Formula
Step 1.) Dump out your entire business in a few sentences.
Step 2.) Trim it down.
Step 3.) Trim it down to one short sentence.




Watch this video guide on How To Create A Great Tagline:

Neville Signature




Download this Taglines post:


Click here to subscribe


--Get the entire post in PDF format--
--Keep it in your own files--
--Share with colleagues--


P.S. See every slogan from the S&P 500 here (all the slogans from the top 500 companies).
P.P.S. Try running your own business through the 3-step process for creating a tagline:
Step 1.) Dump out your entire business in a few sentences.
Step 2.) Trim it down.
Step 3.) Trim it down to one short sentence.






P.S. Leave a comment below with your own tagline!


User Feedback

Recommended Comments

It's a bit longer, but definitively sounds better :) Thanks!
Link to comment
Guest Gerard


Hey Neville,

My site shows teachers new strategies through articles, videos, and workshops. It's especially for teachers who want to use tech better.

So it is....

"On demand learning for connected educators."


Link to comment

Thanks Neville for a great post to get us thinking first thing in the morning.

Here's the tag line I come up with:

"Keeping your hopes, dreams & memories alive"

Link to comment
Guest Travis Peters


Neville! I appreciate you man. I'm just finishing up your Kopywriting Kourse (if you other readers haven't gotten it yet...Get it!) - I've already implemented your teachings/tactics into my autoresponders and sales pages. I like this stuff so much, I may want to try my hand at being a Kopywriter too.

For my latest business EscapeYourDayJob.com:

1. I help everyday, average people, create a simple online income by providing them with a 3-5 page website, a professional logo, and all they need to start accepting payments and selling their products, ideas or services, in just 14 days. I help you jump start your business, get you pointed in the right direction, and provide you with a roadmap to escape your day job.

2. A "done for you" website service that provides all you need to get your business idea off the ground and on the path to making money, in just 14 days.

3. "Your own money-generating online business in just 14 days"

That's what I currently have. If any of you Kopywriters can help me out with something better - please do!


Link to comment
Guest Daniel Walton


Great Tip, love the site.

My trimmed down tag is a toss up :

Deeds not Words

Actions that slice to the bone

Thanks for doing what you do!

I am saving up to do your Kourse soon.

Here's to hard work ( hey that sounds nifty as well! )


Link to comment
Guest Dave Bross


How about...

"You're home now"

You're welcome to use that if it appeals to you.

Link to comment
Guest Dave Bross


Sorry about the double post. I had another thought. If it can describe the experience as opposed to features/benefits you'll be ahead of the game.
Link to comment
Guest Nathan


Awesome Kopy tip Nev.

I ate this for breakfast and it was delicious....and nutritious.

"Deliciously Nutritious Kopy"

Link to comment
Guest Fuzz Martin


Still a bit clunky.

Some thoughts...

"Hand sewn men's accessories."

"Vintage style for men."

...or when you're bigger...

"Look Dapper."

Link to comment
Guest Mary McD


1) We help companies implement process improvements to get rid of redundancies, streamline their process, and eliminate waste. We also help you implement international ISO standards.

2) We'll redesign your facility, your processes, and train your people.

3) We'll help you do what you do, only better.


Link to comment
Guest Dave Bross


A suggestion - too broad there. Define your one Unique Selling Proposition (the biggest reason people buy from you) and work on it from that angle.
Link to comment
Guest Alex Berman


1. Dom and tom provides design and product creation services for mobile and web. We also do devops, maintenance and marketing. Basically everything your Fortune 500 company or startups needs to build a successful digital product.

2. Dom and Tom builds successful mobile applications for Fortune 500 companies and startups.

3. Dom & Tom: We build iOS & Android apps for the Fortune 5000.

Link to comment
Guest Mary McD


thanks! Will do....

[sounds of head scratching/hair twirling in progress....]

Link to comment
Guest Martín La Rocca


Well put! looking forward to applying 3 steps.

So what's the official kopywirtingkourse.com tag line?

"Learn how to write like you speak and sell like hell"

"Write better"

Link to comment
Guest Stephanie Morse


copywriter for the pet industry; just working up a tag line

Marketing your product to the World

Link to comment
Guest Nader Mokhtar


Hi Neville.,

Love the post and the blog.

I do realestate sales and rentals in the Back bay area in Boston

My tag line:

Back Bay living.

Keep it awesome.

Link to comment
Guest Manna Ko


I've been on a 2+ year sabbatical, taking care of my father, and am coming back to "the world of business" and it's changed. Just finished my autobiography and wrote it in the form of an autobiographical novel, and an eCourse to help people write their story. The 45 beta readers gave the book rave reviews and I'll be launching the book in Oct. I've already been asked to speak to many groups and my message is basically to help people find hope and to keep persevering in the midst of seemingly unrelentless trials. I found you, somehow, and learning from you has been fantastic. Your thoughtful emails are insightful - and help me think outside of my comfort zone, and it's been fun! Thank you. So, I used to have: Manna For Life - One Life. One Planet. Our Time. But now, I'm thinking about Manna For LIfe - Being Joyful and Free. Or, Manna For Life - What Neville Said Was Possible... :) Thank you again for everything! You're wonderful :)
Link to comment

1) I work with business owners, entrepreneurs and freelancers to get more customers. I call it Sales Coaching. Together we design a simple system for them to generate new leads and stay in touch with current customers (to stay top of mind). We build a database of leads, write a phone and email script and work on the sales pitch. We also work to go after "stale" clients that have fallen off the map. Everything is tracked so we can measure results. i.e. Every 10 calls nets 3 meetings, Every 3 meetings nets 1 sale, Every 1 sale = $30,000 per year Cha ching!

2) I work with small business owners to find new clients and amaze current clients, all build around a systematic daily approach.

3) A System to Get New Clients and Turn Them Into Raving Fans

Link to comment

  • Create New...