Headlines, Taglines, & One-Liners: What's the difference?

If you're a small business owner who's tried to write your website (impossible, right?!), an engaging social media profile, or a 30-second introduction for networking events, then you may be familiar with these terms. They get thrown around OFTEN, and if you're busy building your business and serving your customers, these terms might be noise you'd rather forget.

 So, what's the difference between each of these, and do you REALLY need them? In short, yes. You DO need them. They all serve a specific purpose, and while each of them shares a common theme – your ideal client's biggest pain point – they vary in length and have a distinctly different structure. Let's get started!

The Headline

These are the first words website visitors see when landing on your website. They need to be:

• Clear

• Concise

• Compelling

 I was on a call recently with one of my clients. Her audience is wealthy, and her goal was to position herself as a luxury brand. She wanted to use words that evoked feelings instead of being clear on who she helps and how she helps them. I pointed out a couple of things:

1. You have 3-5 seconds to capture a site visitor's attention before they decide, "Should I stay or should I go?" While you can use emotive language elsewhere, your headline has to be CLEAR if you want them to stay on your site.

2. If you want to evoke feelings and convey luxury, then use pictures or videos. Your concise words, paired with stunning visuals, will give site visitors a clear idea of what you do and who you help.

Your website's headline is CRITICAL if you want to keep visitors hanging around to learn more and take the next step that will eventually turn them into paying clients. So, what are the three criteria of a well-written headline?

It talks about:

1. What you offer

2. How it will make their life better

3. What they need to do to buy from you (your call to action)

All three elements need to be woven into your headline and placed above the fold. What area is that? Go to your website. Don't scroll. The area showing on your screen is above the fold. Use it WISELY. This is THE most valuable real estate on your entire site.

Tagline

Let's move on to your tagline. A tagline is the friendly face of a brand—a short and sweet phrase that captures its essence. It's the charming introduction that brands use to make a lasting impression. It's the perfect blend of words, carefully chosen to create a connection with their ideal customers. These little snippets aren't just catchy; they build recognition and connection. Crafting a tagline is an art, a way of weaving a brand's story into a few impactful words that stick with you.

Still confused? Here are some examples of well-known taglines:

Nike: "Just Do It"

Apple: "Think Different"

BMW: "The Ultimate Driving Machine"

FedEx: "When it Absolutely, Positively has to be there Overnight"

GEICO: "15 Minutes Could Save You 15% or More on Car Insurance"

American Express: "Don't Leave Home Without It"

Disneyland: "The Happiest Place on Earth"

McDonald's: "I'm Lovin' It"

Verizon: "Can You Hear Me Now? Good."

Bounty: "The Quicker Picker Upper"

These taglines have become ingrained in popular culture and are associated with the respective brands they represent. They communicate the brand's values, personality, or benefits memorably and succinctly. I'm particularly partial to those who address their ideal customer's biggest pain points, including FedEx, Verizon, and Bounty.

Taglines can be used as part of your

• Email signature line

• Profile on social media platforms

• Logo

One-Liner/Elevator Pitch

Ever been asked, "What do you do?" If you're like most of us, one of two of two things usually happens:

1. You tell them, "I'm a digital sales strategist" (whatever that means). They nod, and then they usually start talking about something that "might" be relevant to what you do.

2. You start talking, and two minutes later, you're STILL explaining what you do (is it that complicated?)

Neither of which is a great way to initiate a meaningful conversation.

Imagine instead starting with the problem your ideal clients face "A lot of business owners struggle to attract new customers."

 And then you follow up with HOW you help, "I help small business owners grow their revenue by creating marketing materials that bring in more business." By sharing a one-liner that talks about the biggest problems my clients face, how I help them, and the result they'll experience, people understand more quickly what I do and the value I bring and can now ask more specific questions.

Your one-liner should follow this formula:

Your Customer's Problem + Your Solution = Result

 Remember, you only have a BRIEF amount of time to bring someone into your sales story. They don't want to know about you or how long you've been in business. Those details come later when they consider whether they WANT to buy from you.

 If you're speaking to your ideal customer or someone you think is your ideal customer, you want to bring value to every conversation. You're an expert with the knowledge and experience, so it's your job to share that with the world by clarifying how you make people's lives better in your headline, tagline, and one-liner.

Need help creating your website's headline, a succinct tagline, or a clear one-liner?

Schedule An Appointment

 I can help!