Blog | April 10, 2023

What Do Your Taglines Say About Your Customer?


By Perry Rearick, Chief Editor, Follow Your Buyer


Taglines are a staple of marketing communications. They appear in our B2B advertising, on our websites and in just about every bit of copy we produce for external audiences.   

Here are some of my favorites, can you name the business?

  1. Finger lickin’ good
  2. Just do it
  3. You’re in good hands
  4. Have it your way
  5. That was easy

They’re my favorites because they don’t mention the product and instead focus on what their products do for their customers or how they make them feel.

We love to throw taglines into our messaging, promotions, and posts. I recall one copy writer whose company had a standing rule that the company name and tagline had to appear in the first line of everything they did, even assembly instructions and step-by-step product guides.

If you want to be customer centric, I encourage you to look beyond your taglines, your customers do!

Here’s a fun and useful activity to go through. Describe your products or services without mentioning them or your company. Only use words and phrases that describe how your customers’ lives will be impacted by working with you. Incorporate your sales team and other customer-facing team members in the activity.

When you’re done, you will have created a foundation for customer centric communications, phrases and tag lines that attract the attention of prospects because it reaches them where are. Let me know how it goes!

Oh, the companies and those taglines….

  1. Kentucky Fried Chicken
  2. Nike
  3. All State
  4. Burger King
  5. Staples