1. Inc.
www.marketingtbd.com Inc.
© 2009 Marketing TBD, Inc.
7 Deadly Tagline Sins

2. Inc.
#1 CLEVERNESS
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3. Inc.
© 2009 Marketing TBD, Inc.
CLEVERNESS
Using cute, catchy words in taglines doesn’t necessarily make
them meaningful.
In fact, jargon and doublespeak may turn people away.
Don’t say it – prove it by telling them how you help them
reach the ultimate payoff, and why clearly they need you …
now.

4. Inc.
#2 BLANDNESS
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5. Inc.
© 2009 Marketing TBD, Inc.
BLANDNESS
Bland is boring.
While it’s the safe route, it doesn’t excite, provoke or inspire.
If your tagline is safe and generic, your brand is as well.
Talk above the noise, without fear of breaking grammatical
rules. Be fun. Represent your brand.

6. Inc.
#3 BANALITY
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7. Inc.
© 2009 Marketing TBD, Inc.
BANALITY
Beware the platitude.
If your greatest value inspires “Well, yeah, they should do
that” you’ve got a platitude.
Dig deeper to find the ultimate pay off.

8. Inc.
#4 IMITATION
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9. Inc.
© 2009 Marketing TBD, Inc.
IMITATION
Your goal in creating your tagline is to illustrate how you
differ, not how you are able to plagiarize.
It’s not easy to be original, but it will pay off.

10. Inc.
#5 DECEPTION
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11. Inc.
© 2009 Marketing TBD, Inc.
DECEPTION
Don’t make a claim to a brand attribute on which you don’t
or can’t deliver.
If not, you risk being seen as a brand that doesn’t deliver on
its promises. How?
Know your brand, what it stands for and what you deliver
that’s unique in the marketplace.

12. Inc.
#6 VANITY
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13. Inc.
© 2009 Marketing TBD, Inc.
VANITY
If it’s all about you, what’s in it for the customer?
Sure, you should be proud of your brand and what you
deliver – but saying you’re the best isn’t enough.
Being the best is something you need to prove.
Instead, focus on common values and the ultimate payoff you
deliver for your customer. Remember, it’s all about them.

14. Inc.
#7 RECKLESSNESS
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15. Inc.
© 2009 Marketing TBD, Inc.
RECKLESSNESS
Conduct a Google search to see if your tagline is being used
by another firm.
If you find it, does it have a service mark (SM) or trademark
(tm) next to it? Further, check to ensure a web site doesn’t
exist using your tagline.
It’s part of your brand. Don’t lose it by being reckless.