If you're struggling with "I don't know how to write a tagline...," this is a must-read!
Here, I’ll explain some tips for creating catchy taglines, which are essential for product development and advertising.
If you read this article, you should be able to come up with 100 catchphrases with ease.
Please feel free to use this as a reference.
What is a tagline?
What exactly is a “tagline” in the first place?
Why is it necessary to create a “tagline”?
When it comes to marketing,
In everythingHaving a basis and a purposeis important.
When creating a tagline, be sure to fully understand its meaning and impact before writing it.
The Meaning of a Tagline
A tagline is,
"Text used in announcements and advertisements; promotional slogans"That is to say.
In other words,
"Words to Capture Users' Attention"That's it.
When selling a product, the first step is to get people interested, right?
In that regard, taglines play an important role.
Why is it important to include taglines in product ads and banners?
Please think about this with the meaning in mind.
…That's right.
The tagline isBecause it helps users learn about the product and serves as the first step toward encouraging them to make a purchaseThat's it.
By the way, there’s also the term “catchphrase,” but this includes things other than advertising.
Prioritizing ease of recallThere are many examples of this, and a catchphrase is...Items with different purposesThat's it.
Did you understand what a “tagline” means?
When you stop to think about the meaning of the words you use every day, their purpose becomes clear, doesn't it?
Next, we’ll take a closer look at the benefits of creating a “tagline.”
The Effectiveness of Taglines in Banners
The effectiveness of a tagline is,
As mentioned earlier"Conveying the appeal of a product so that users want to buy it"That's it.
Generally, users look at product descriptions and banners"Don't click," "Don't read"Let's keep that in mind.
Think back to a time when you bought something online.
Have you ever had the experience of skimming through information that caught your eye—information you thought you needed—only to end up not making a purchase?
Humans areThings I'm interested inAttention is drawn to...
"A 'tagline' is"Ways to Get Users InterestedThat's right.
If you can create a catchy tagline that really resonates,
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Leave a lasting impression of the product
Adding value to products
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This leads to...
Users have some kind of problem, and they buy products to solve it.
The first step in converting hesitant consumers into buyers isHelping customers discover the appeal of our products。
In the taglineAdded ValueAdd a,Making an Impression with Your ProductLet's do it!
What Makes a Tagline Uneffective?
Now, let's take a look at some examples of taglines.
What we’re introducing here is,Slogans That Don't Resonate with Users & Don't Sell。
Make sure you fully understand these elements and keep them in mind when creating your tagline.
I don't know who I'm writing this for.
If you're looking for "toothpaste for kids,"
How would you feel if a product were advertised with the tagline “hair growth treatment”?
Of course, you wouldn't think of clicking on it or buying it, would you?
So, once you realize that the catchphrase isn’t directed at you,
The user immediatelyYou'll lose interest in ads and banners。
Furthermore, if the target audience is too broad, it will not foster a sense of ownership, and
You can't just come up with a catchphrase that resonates with users.
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Example)
For Those Who Want to Make the Most of the Internet △
We've received lots of positive feedback! △
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I don't understand what you're trying to say.
You want to highlight all the great features of your product, right?
However, when it comes to coming up with a tagline,
Trying to promote too many things to users isCounterproductiveIt's also possible that...
If you try to make too many points and your message isn't well-organized,
It will confuse users.
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Example)
Good for bad breath, too! Whitens teeth! Safe to swallow! △
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Can you tell what the main selling point of this tagline is?
"Effective against bad breath," "Whitens teeth," "Safe to swallow"
At first glance, it seems to have a lot of good points, but,The product's biggest strengthIt doesn't come across.
Not knowing what sets you apart from the competition is,
The possibility that it may not lead to user purchasesThere are also some.
Lacks originality
"Peace for Your Body." Calpis
"Turning Deliciousness into Smiles" Kirin
Have you ever seen a tagline like this?
A catchphrase designed to leave a lasting impression is,
It is not suitable for advertising products.
As introduced in “1-2. The Effectiveness of Taglines in Banners,”
When creating a tagline,The goal of "getting people to buy our products"It is necessary to consider this.
Not only does it leave a lasting impression, butConvey the appeal of what you want to sellIt is important to...
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Example: Let's Definitely Pass! ○○ Seminar △
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That's a pretty common, run-of-the-mill tagline, isn't it?
Based on this alone, it's hard to get a sense of the product's uniqueness, and
It's unlikely to be a driving force behind clicksIt can be said that...
5 Tips for Creating Catchy Taglines That Sell
Have you figured out the characteristics of ineffective taglines?
Next,How to Write Catchy Taglines That SellLet's take a look at it.
Define Your Target Audience
The key to creating a great tagline… is"Setting Targets"That's it.
Users generallyClassified by Pyramid TypeIt is believed that this will happen.
Which aspects of the product do you want to highlight, and to which audience?
The way you craft a tagline depends on who you're targeting.
When thinking about your target audience,"Persona"Let's think about it.
To the point where you can clearly picture the target’s daily lifeIf you narrow it down, it becomes easier to come up with a tagline, and
The result will be tailored to your target audience.
*Persona: A profile of the customer segment a product is aimed at.
(Name, age, place of residence, occupation, lifestyle, what you're looking for, etc.)
Also, try adding a "subject" before the tagline, and
Are we seeing things from the target's perspective?Let's make sure to check this thoroughly.
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Example)
▼ A tagline aimed at “female college students living alone who are looking for a shelf”
Every College Girl Is Using These! A Roundup of Shelves Perfect for Living Alone
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"That's me!"Encourage users to take ownershipThat leads to that, doesn't it?
Clarify what you want to convey
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A: A supplement packed with lots of good ingredients
B: 5,200 mg of placenta extract—one of the highest concentrations in the industry!
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Which of these two taglines—A or B—makes you think, “I want to buy this product!”?
The tagline reads:Clearly include the message you want to emphasize the mostIt is important to...
To that end, we ask users toWhat image do you want to convey, and how do you want people to respond?、
What should I highlight most to get them to buy?Think about this and incorporate it into your tagline.
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Example)
▼I want to highlight the lutein content to people looking for lutein supplements!
→ “An amazing 80 mg of lutein”
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Communicate the benefits of purchasing the product
What users are looking for isn't product features or descriptions, but rather,
"Benefits of Using the Product"That's it.
As I mentioned in “1-2. The Effectiveness of Taglines in Banners,”
No matter how long you make your product descriptions, users won't read them.
Makes you imagine the scene after useTherefore,
"I want to try it!"Get people interested in the link or productThis leads to...
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Example)
Shampoo with a Scent That Makes You Popular
A shampoo that leaves your hair so shiny it reflects the sun
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Communicate Specifically Using Numbers
Have you ever been drawn to products with high satisfaction ratings and repeat purchase rates?
Users are drawn to—rather than ambiguous information—"Specific and Clear Information"That's it.
When using numbers,Persuasiveness and EvidenceYou can have them carry it.
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Example)
An enzyme supplement with a 97% customer satisfaction rate
Total sales have surpassed 1 million units!
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Convey Authority
Have you ever seen phrases like “Actress [Name] loves it!” in advertisements or elsewhere?
Products Recommended by Celebrities and Expertsis,
You can’t help but pick it up, thinking, “If the experts say so, it must be true!”
Giving your tagline a sense of authority is,
A sense of security and trust in the productIt also leads to that.
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Example)
Generously formulated with ingredients carefully selected by a registered dietitian!
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However, if you want to establish authority,Pharmaceuticals and Medical Devices ActCaution is required.
We will be updating our article on the Pharmaceutical and Medical Devices Act soon.
We hope you'll look forward to it.
Defying Conventional Wisdom
It's hard to attract users by simply highlighting the obvious.
Products that defy conventional wisdomIt’s something that appeals to you and piques your interest, isn’t it?
Even when it comes to taglines,
The shock of realizing that “what you thought was right is actually wrong or outdated”by providing users with,
Let's get people interested in the product.
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Example)
The days of lathering up shampoo are over! What’s the secret behind non-lathering shampoo?
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Steps for Creating a Tagline
Do you understand the difference between catchphrases that sell and those that don't?
Next, I’ll explain the steps for actually creating a tagline.
You should be able to come up with 100 ideas easily, too.
Thinking About Personas
As shown in “3-1. Defining the Target,”
First of all,Defining the Persona in DetailLet's think about it.
- Age
- Occupation
- Lifestyle
etc.,Set the settings as specifically as possibleThis makes it easier to visualize the target.
List the persona's concerns
Next,What is troubling the persona as they search for a product?Let's write down as many as possible.
If you can't think of any worries,
Interviewing people whose ages are close to that of the personaand
I recommend listening to some real-life testimonials.
Already available online,Data such as rankings of common concernsLet's make use of that, too.
List the product's strengths
Product StrengthsLet's try to write down as many as possible.
Compare the price, ingredients, and other factors with those of competitors, and
Areas where we differ from other companies or the average (benchmark)It's easier to find if you look for it.
Not just strengths, but also,Turn your weaknesses into strengths by changing your perspectiveLet's write it down.
For example,
"High price" → "Guaranteed quality," etc.,
It would be great if we could present features that users might perceive as negative as strengths.
Combining Your Challenges and Strengths to Create a Tagline
Once you have completed the steps so far,
And then...All you have to do is combine “4-2. The Persona’s Concerns” and “4-3. Product Strengths”That's it.
The more you write down your concerns and strengths, the more smoothly this process will go.
Just by combining them like this, you can easily create a catchy tagline.
Please give it a try.
Next,Techniques for Creating TaglinesLet me introduce...
Once you’ve mastered the characteristics of effective taglines and the steps for creating them, and once you’ve also learned the techniques,
You're sure to become an expert at writing taglines.
3 Specific Techniques for Writing Catchy Taglines
Finally, I’ll explain some specific writing techniques.
First, let's try creating a tagline by imitating these examples.
Use paradoxes and comparisons
What allows you to emphasize your message even more is"Paradox"や"Comparison"。
Users canVisualize the product in concrete termsIt also leads to...
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Example: “Hmm… This is terrible! I’ll have another!”
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This is the tagline for Qusai’s green juice.
"It tastes bad, but I still want to drink it…?" I felt a strange mix of emotions, and at the same time,
Interest in the productYou can tell, right?
Formulate it as a question
When someone asks you a question, don't you find yourself naturally thinking of an answer?
Phrasing it as a question like this is,"Fostering a Sense of Ownership"It works.
Also, by using question forms,"I want to see more"It's also possible to make them think that.
The tagline on the banner should include,
Asking a question increases the likelihood that people will click on it.
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Example)
Do you have any concerns about ○○?
Aren't you curious about supplements that let you eat without gaining weight?
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Use wording that emphasizes the tagline
Just adding a single word to a tagline can completely change its impact.
Here are some typical examples.
- You'll miss out if you don't know this
- For a limited time only
- I don't want to tell anyone
- 即
- Unexpected
- Just
- That alone isn't enough
- True Feelings
- Is ~ true?
There are many other phrases that could be emphasized.
We'll test them one by one,
Let's find the wording that boosts click-through and purchase rates the most.
Reference: “Web Writing for SEO” by Koji Miyazaki, Kenji Nakajima, and Hironobu Ishimura
Summary
What did you think?
Did you understand the tips and steps for creating a catchphrase?
- Clearly define your target audience and the message you want to convey
- Focus on the benefits, not the product description
- Specifically, in numbers
Once you’ve mastered the basics,
Delivering results・Let's create some catchy taglines that sell.
Hide&Seek, the author of this blog, is,
We are a Fukuoka-based company that provides advertising and e-commerce platform management services.
Our company receives requests from numerous clients, and
We are implementing various measures, starting with improving our taglines, and
A proven track record of doubling the CVRThere are also some.
"Sales and conversion rates just aren't going up..."
"I don't know how to run ads or manage an e-commerce store..."
"I don't know how to go about learning about advertising..."
If you're facing such concerns,
Please feel free to contact us using the contact form below.
Thank you for reading to the end!
