An unusually fun car commercial - he's driving while reciting William Blake's poem "The Tyger" - the spot ends with, of all things:
"Empower The Drive."
What in the world does that EVEN MEAN?
It's as though the marketers - surrounded by empty cans of Jolt on a deadline - just GAVE UP.
Like the varied hundreds of "Live The Life You Want" and "Making [insert industry] Work For You!," it's just another too-common example of Jargon run rampant.
I define Jargon a little differently than your dictionary. So we should pause here.
Into what? How? Why? What?
Look, I'm not hating. A proper tagline - or hook, as I like to call it - is hard work. But it's work well WORTH IT.
A great tagline functions as a light house.
It leads both you - and your clients/customers - through the darkness and crap toward a common, clear goal that makes sense and MEANS something tangible to both of you.
Anatomy of A Great Tagline
A stellar tagline separates you from others in your market in seconds.
A killer tagline is said with pride at a cocktail party:
So, what do you do?
- I teach businesses to speak human.
A compelling tagline engenders curiosity, but not confusion.
When putting your business' mission into just a few words, you can't answer everything, but I'd like the followup question to be "How?" Not, "What do you mean?"
A great tagline makes sense to a 10 year-old.
Yeah, run your tagline by a kid. Prepare to have your world rocked.
HOOKS fascinate me. They MATTER. Way more than what you're spending your money on right now. What's yours? Tell me here. I'll respond!
Speak Human Win The Internet
Distill the ocean of social media into high-octane gulps of fun for your small business.
So you can be human online. Every day.