Create a tag line that stands out from the competition.
Maybe you feel, as I do, that most company slogans are insipid,forgettable self-indulgences. Even some of the most respectedcompanies in America end their ads with such tag-line turkeys as"The possibilities are infinite," "It works"and "Get more out of now," to list just a few.
OK, so now that the trash talk is over, what constitutes a goodslogan? Perhaps the most compelling slogan I've ever run acrosswas the tag line on pioneering book discounter Crown Books' adsof nearly 20 years ago. It read, "If you paid full price, youdidn't buy it at Crown Books." What made this line sospecial was that it was powerful enough to stand all by itself andinduce prospects to buy.
4th of July Subscription Sale - Unlock this subscriber exclusive article and more for 20% off today.
Access all Entrepreneur content with no ads, unlock discounts, and get exclusive advice only available to our subscribers. Plus, our magazine delivered straight to your door.
Get 20% off an annual subscription today. Just use code SAVE20 at checkout.
Entrepreneur Editors' Picks
A 115-Year-Old Startup? The Leaders of This Family Business Are Honoring the Past and Building for the Future.
Turn Your Managers Into Your Biggest Asset for Winning the Great Resignation
'It Was Like a Drug': How Dave's Hot Chicken Grew a Cult Following in an East Hollywood Parking Lot
This Goldman Sachs Alum Launched an App That's Helping Young People Manage Their Finances and Healthcare (And She's Raising Millions of Dollars to Do It)
One of America's Richest Women Took Zero Outside Investors. Here's How Aviator Nation Founder Paige Mycoskie Did It.
4 Expert-Backed Strategies for Improving Your Communication Skills
This Couple Escaped Arranged Marriages in Pakistan. Now They Run a $14 Million Brooklyn Shoe Brand.