Death of the fluffy tagline

I witnessed some “interesting” advice on taglines the other day. Last Saturday, I attended a leadership training for a volunteer organization. One of the handouts included an article about crafting your personal tagline, written by a woman who probably could use some tagline help herself. 

According to the article, she says:
My tagline for my counseling and coaching practice is this: “The permissionary – a visionary realist to help you discover and manifest your dreams.”

Maybe it’s me, but when I read that, I only see her as a phony-bologna constultant who’s full of beans. That’s probably not the look she was going for.

Can a visionary be a realist? (although I like the play on words by itself) Is permissionary a real word, and do I need to look it up? (I did… and it’s obscure.)

C’mon here! Let’s get real.

Perhaps a better approach is to take your “full of beans” tagline and dissect it to get at the heart of what you want people to know about your business – in language that makes sense to them. Save the fluff for your mission statement.

This sample tagline uses lofty vanilla concepts, and it’s a bit too long to be memorable. It’s time to boil it down to what’s essential… simplify it… and then say it.

Off the top of my head, I’d rather see something like:
“Dream… Plan… Do.”
“Your Dreams… with a Deadline.” 
“Get There, Faster.”
“Visionary Realists”
“Giving Focus to Your Life’s Vision.”
“Your Destiny by Design”

Okay, that’s enough for now. I could do this all day. (In fact… I DO do this all day at Slogan Studio.) 

So what do you think? What tagline would you suggest to our wordy consultant friend? Which one do you like best and why? And as I come up with more, I’ll post them in the comments.

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2 Comments on “Death of the fluffy tagline”

  1. Ivana Taylor says:

    OH MY GOD – this is a fantastic post. I love to see how your mind works – thanks for sharing that. This gives me something I can practice.

  2. pattirenner says:

    Wow Ivana! Thanks for the glowing compliment! You’re a tough act to follow, but I’ll do my best.


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