tagline-writing

a tagline is a tiny piece of copy that has to do disproportionate work. it tells you what to expect, what to feel, and often, who it's for.

what a tagline can do

a single tagline doesn't do all four. pick the one or two that matter most for the moment:

• describe: explain what the product is
• position: define what the product is in contrast to alternatives
• promise: signal an outcome
• provoke: get attention by saying something unexpected

the rules

• short. 3-8 words for most. up to 12 if the rhythm demands it.
• specific. "make work better" could fit anything. "the spreadsheet for product teams" couldn't.
• own a word or a shape. the tagline that's memorable is usually the one that's structurally distinct from competitors.
• read it aloud. if your tongue trips, rewrite.
• can a stranger guess what you do from this alone? if no, the tagline isn't carrying weight.

structural patterns that often work

• the new noun for the new shape: "the [familiar thing] for [new context]"
• the principle: "[unexpected verb] without [common cost]"
• the contrast: "[what you are]. without [what competitors are]"
• the consequence: "now you can [previously impossible thing]"
• the invitation: "[verb] like [archetype]"

avoid:

• "your one-stop shop for X"
• "the future of X"
• "X, simplified"
• "X, made easy"
• "X, reimagined"
• "X for the modern Y"

these patterns are bypass routes that say nothing.

the generation pass

write 15-25 options across the four jobs (describe / position / promise / provoke). don't filter early. for each:

• read it aloud
• imagine seeing it on a billboard for 2 seconds
• imagine a stranger asking "what does this company do?"
• if the tagline answers nothing or sounds like 10 other companies, cut it

narrow to 5-7 strong candidates. for each strong candidate, write a one-line rationale.

output

[brand]

context for the tagline
  what the product is
  who it's for
  what feeling we want
  what to position against

candidates (15-25 across the four jobs)

top 5
  1. [tagline] — [job it's doing, why it works]
  2. ...

recommendation
  [tagline] — [extended rationale, including any concerns]

what to avoid

• adding adjectives to make a weak tagline sound stronger ("incredibly powerful" doesn't help)
• writing for the founders' ear instead of the audience's
• internal references the public can't decode
• punctuation gymnastics (em dashes, ellipses, colons) used to disguise length
• claims you can't substantiate