‘Taglines’ are often mistakenly called different things

Often business owners can’t distinguish between the following marketing terms…

** Taglines; Positioning Statements; Elevator Pitch; Your Story **

Therefore they tend to brush them off as the ‘same thing’. This Post explains the difference between these terms and so provide a better understanding of how to implement them.

Tagline: A short description of what you do or sell. It summarises the overall benefit or outcome of your offering and is ideally intriguing and memorable. It usually appears below your company name and logo. For example, Lead Creation’s tagline has a powerful promise and is memorable:  “We get your prospects talking back”. 

Slogan: A short and memorable phrase that will be associated with your brand

Elevator pitch: A succinct, persuasive sales pitch. At Lead Creation we believe the pitch must start with your short Tagline of 3 to 8 words that answers “What do you do?”. It then continues to amplify on that (often by saying “How we do that is…”) Note: This ‘marketing’ definition is very different to the much longer ‘Pitch’ aimed at venture capitalists and angel investors when seeking business funding. 

Positioning statement: The expression of how a service or brand fills a consumer need in a way its competitors don’t. Positioning is the process of identifying a niche for a service or brand and becoming established in that niche. A shorter version:  ‘Marketing that defines a product or brand in the consumer’s mind’.

Have you ever seen an exhibitors booth at a Tradeshow and had no idea what was being sold? Or asked someone what they do and had no idea after 20 or more words were sprayed over you? They sure needed a Tagline!

Keep an eye out for our next blog where we share the tips for creating a remarkable tagline – your ‘ideal client’ attractor!

To Find out How to create the perfect Tagline for your business…

Book your complimentary 10-minute Marketing Effectiveness review.