Your Business in 30 … 10 … 3

Previously, I wrote about summarising your business in 30 words, giving the example of my Leeds based copywriting services. Then I showed you how to hone it down to just 10. Even for a copywriter, it’s a worthwhile exercise, to make you focus on what you actually do. A strap line is a catchy hook, which memorably describes your business in just three to six words.

Get it right and a small thing like strapline can greatly enhance your business.

See how some well know companies get you to remember who they are and what they do.

Take the Strapline Quiz

Test your knowledge of these well know three word strap lines. It’s probably the easiest quiz you’ll do this year, which emphasises the positive effect of a well chosen strapline.

1. Every little helps
2. I’m lovin’ it
3. We try harder
4. Finger lickin’ good
5. Just do it
6. Vorsprung Durch Technik (How good is that? Most of us don’t even know what it means!)
7. Snap, Crackle, Pop!
8. Sense and Simplicity
9. Always low prices
10. Believe in better

One Step Better

Not another three word strapline, but a thought about how to create an even better strapline; include the company name:

• The Future’s Bright, the future’s Orange
• Maybe she’s born with it, Maybe it’s Maybelline
• Beanz Meanz Heinz
• It’s a Skoda, Honest
• Happiness is a cigar called Hamlet.

Two Steps Better

This company even has the brand name in the strapline twice:

• Cats like Felix, like Felix

7 Tips for Creating a Great Strapline

1. 1. Keep it short. Make it catchy.
      Between three to six words seems most effective. Triple M Copywriting’s strapline is “Making Every Word Count”. You are very welcome to comment on how appropriate you think this is, while noting it is made up of four words.
   2. Think about the audience.
      Your choice of words for a mature target group is different to a bunch of teenagers.
   3. Make it relevant and make it memorable.
      If you can use a play on words, or re-write a well known idiom, the chances of it being recollected are much higher.
   4. Don’t ..
      fall into the trap of using cliches. “New Year, New Car” or “New Part, Same Old Service” or “Committed to Serving You”. They are boring and lazy, so they don’t sell you in a unique light.
   5. Test It
      Remember, you may love it, but your customers and employees may not. Create a list of potential phrases and ask people what they think of them. Be honest with yourself. If it’s not going to work, let go of it.
   6. Check it out
      I recently thought of an amazing play-on-words, three-word-strapline for a client. Then I thought, if it seems too good to be true, it probably is. When I tested it to see if it was already being used, sure enough, someone else had come up with it already. Disappointing, but not worth litigation.
   7. If you are still not sure what will work or want an independent list of fresh ideas – Ask a copywriter!

I’m going to end with a couple of questions. Are you happy that your current strapline superbly represents your company? If you’re not, what are you going to do about it?