Sales Lines v Tag Lines
The subtle art of creating memorable messaging for your businessHi Friends,
I was in Chicago last Monday. It was probably the shortest trip I had ever taken as I was on a 7 am flight to O’Hare and then a 4:30 pm flight back to Philly.
Well, it was delayed a bit, so we didn’t take off until almost 7 pm. So a few hours behind, but still a quick trip.
I was presenting 3 creative concepts to a CPG brand in the flushable wipe space based on the strategic territory and brief I came up with that followed the brand strategy I delivered.
In my book, it’s the natural way to get to a big idea.
Brand Strategy > Strategic Territory > Creative Brief > Big Idea.
The brand is being consulted by an ex-P&G brand executive and obviously, the knowledge and expertise he brings are second to none. Many times throughout a meeting with him, he goes into a story on how Pantene did things. Or how Gilette connected with their audience. Or the testing rigor P&G makes their brand go through.
It’s a masterclass on advertising and brand building.
The session went great. They chose the direction we were secretly hoping they would, with some concessions of course. But my real takeaway was about the difference between a sales line and a tagline. We presented sales lines but during the presentation, these two words got thrown around like snow in December.
There’s a lot of confusion out there so I hope I can make things a little bit clearer.
A sales line is a memorable line that sells a product. It’s short, punchy, and not a mouthful to get out.
Often, it sells a feature or benefit of the product in a way that keeps you humming it all day. Even better if years later you can still recite it.
The best part of waking up is Folgers in your cup: Folgers Coffee
You’re not fully clean unless you’re zestfully clean: Zest Soap
Murder your thirst: Liquid Death Water
Shave Time. Shave Money: Dollar Shave Club
All these lines give you something functional while still being memorable. That’s the trick to a great sales line.
Now a sales line isn’t going to work for all businesses, but what if they did?
What if a nonprofit or service-based business was able to turn what they do or provide and position it in a way that it acted as your sales line?
And away go troubles down the drain: Roto-Rooter
Managing wealth for all generations: The Murchison Group
Get help. Gain happiness: Task Rabbit
In my experience, creating a really compelling sales line for a service-based business is a bit more challenging, but with a little strategic exploration and creative thinking, it is possible to create something unique and captivating for your audience.
This is where I come in. To help translate what it is you do and provide into something marketable and memorable.
Ready to take the journey? CLICK HERE to contact us or find me on LinkedIn.
✌️ Steven
