{"id":722,"date":"2024-06-11T13:48:38","date_gmt":"2024-06-11T13:48:38","guid":{"rendered":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/06\/11\/on-writing-a-tagline-and-pitching-it-too\/"},"modified":"2024-06-11T13:48:38","modified_gmt":"2024-06-11T13:48:38","slug":"on-writing-a-tagline-and-pitching-it-too","status":"publish","type":"post","link":"https:\/\/bellmarketingsolutions.com\/index.php\/2024\/06\/11\/on-writing-a-tagline-and-pitching-it-too\/","title":{"rendered":"On Writing a Tagline (and Pitching It, Too)"},"content":{"rendered":"
\n \"Writing <\/a>\n<\/div>\n

Welcome to Creator Columns<\/strong>, where we bring expert HubSpot Creator<\/a> voices to the Blogs that inspire and help you grow better.<\/p>\n

Welcome to Creator Columns<\/strong>, where we bring expert HubSpot Creator<\/a> voices to the Blogs that inspire and help you grow better.<\/p>\n<\/p>\n

Peggy, Lou, and Dawn are characters on Mad Men<\/em>, the 60s period drama about one of Madison Avenue\u2019s most prestigious, albeit fictional, advertising agencies. Peggy is one of the firm\u2019s copywriters, responsible for writing (and pitching) ad copy. Lou is her boss, the creative director. Dawn, a secretary, keeps everyone organized.<\/p>\n

\"Download<\/a><\/p>\n

The trio are meeting about a new account, a watch company called Accutron.<\/p>\n

“Oh,” says Peggy. She\u2019s looking at Lou. “You didn\u2019t pick a tagline.”<\/p>\n

“Sure, I did.” Lou looks at his secretary. “Dawn, what did I say?”<\/p>\n

Dawn flips through her notes. “You said, ‘Just In Time To Be On Time<\/em>.'”<\/p>\n

“That wasn\u2019t one of the choices\u2014” Peggy interjects. “I think that was a digression.”<\/p>\n

“How about \u2018Accutron Is Accurate<\/em>,\u2019” Lou says. “That was one of the choices, I\u2019m positive.”<\/p>\n

Peggy lowers her chin. “I like ‘It\u2019s Time For A Conversation<\/em>,'” she says. She\u2019s smiling, making eye contact. She\u2019s selling now. “I think that one\u2019s more finished.”<\/p>\n

The director looks back at her. He\u2019s peering over his glasses now. “And I think you\u2019re putting me in the position of saying, I don\u2019t care what you think.”<\/p>\n

When you finish writing a tagline, it\u2019s not done.<\/h2>\n

It\u2019s not done until someone else reads it, nods, and says, “That\u2019s the one.”<\/p>\n

Indeed, every creative person is a salesperson, too. In copywriting \u2014 or any advertising discipline, for that matter \u2014 the powers that be must buy into your work, your idea or concept or turn of phrase.<\/p>\n

“To sell work I could be proud of,” said art director George Lois, “I\u2019ve had to rant, rave, threaten, shove, push, cajole, persuade, wheedle, exaggerate, flatter, manipulate, be obnoxious, be loud, occasionally lie, and always sell, passionately!”<\/p>\n

That\u2019s one approach, I guess. But what if you\u2019re not in a position to “threaten” or “shove” or “push” your boss? Or, what if acting this way \u2014 aggressive and domineering \u2014 feels unnatural to you? Or uncomfortable? Or, erm \u2026 illegal? <\/em>Then keep reading because this Mad Men<\/em> scene provides some alternative advice, some timeless wisdom I, as a copywriter, wish I\u2019d known sooner:<\/p>\n

Chicago, 2014.<\/h3>\n

I feel nervous. I shake out my hands, take a breath, and knock on the door.<\/p>\n

I hear my CEO\u2019s muffled voice. “Come in.”<\/p>\n

I crack the door and peek through the opening. “Hey, Rick,” I say. “I\u2019m a bit early\u2014”<\/p>\n

Rick is looking at his monitor, typing. “No problem.” He looks up and smiles. “Early is good.” He slurps some coffee. “Come on in.” He puts the mug down with a thud. “Close the door.”<\/p>\n

I purse my lips, nod, and step into his office, closing the door behind me. Rick gestures at one of the chairs in front of his desk. “Have a seat,” he says. I sit down. “How\u2019s your first week going?”<\/p>\n

I\u2019m a copywriter<\/a>, four days into my first role at Rick\u2019s marketing agency. It\u2019s a small, busy shop, specializing in lead-gen websites. I was hired on the back of my direct marketing experience and told I\u2019d be focusing on writing conversion assets \u2014 landing pages<\/a>, email campaigns, banner ads \u2014 but I could be tapped for other projects, too.<\/p>\n

“Oh,” I say, “I love it here. Everybody\u2019s been so welcoming.”<\/p>\n

“Great to hear.” Rick crosses his arms and leans back. “I\u2019ve got a project for you.”<\/p>\n

“Sure.”<\/p>\n

“I want you to write us a new tagline.”<\/p>\n

He has some more coffee. “Or would it be a slogan<\/em>?” He put the mug down. “I dunno.”<\/p>\n

The difference is nuanced but taglines and slogans aren\u2019t interchangeable. Basically, a tagline<\/em> supports the goals of a business while a slogan<\/em><\/a> supports the goals of a specific campaign. A tagline is a branding tool. A slogan is a marketing tool. A tagline should differentiate the brand \u2014 and it\u2019s there for the long haul: could be years, or even decades. A slogan should express the campaign\u2019s specific idea or message \u2014 and it has a shorter shelf life. A tagline is more or less perennial. A slogan will change with every campaign.<\/p>\n

“I think a tagline<\/em>,” I say. “If it\u2019s for the business in general.”<\/p>\n

“Yes, a tagline,” Rick says. “Can you bring me a few options by next week?” he asks. “Is that enough time?”<\/p>\n

Writing a tagline doesn\u2019t have to be complicated.<\/h2>\n

It can<\/em> be. That is, you can make it so \u2026 but it can also be simple.<\/p>\n

You can\u2019t make it easy<\/em>, unfortunately. It\u2019s still creative work, fraught with decisions and self-doubt and, sometimes, agony. But having a process \u2014 a series of clear, reliable steps \u2014 can make it simple<\/em>, less daunting.<\/p>\n

For example, most taglines are synthesized expressions of either:<\/p>\n