Let’s talk taglines.

They are useful marketing tools, and a pithy way to express your company’s value proposition, but when I review marketing material I often see this kind of construction: “Our company tagline, which is ‘blah blah blah’ speaks to our …”

No. Just no.

Use your tagline to brand things, as a kind of subtitle to your logo,  or on the bottom of a presentation. Use it by itself. But don’t tell us it’s a tagline – that’s marketing jargon, and it doesn’t belong in your content.

What’s really powerful is to deliver goods or services that make people think, “You know, Company X says they are ‘More than just Y’ and they really are.”

Show, don’t tell. It’s much more powerful.