How to write a tagline that grows your business

Executive overview

Most taglines fail because they try to be clever instead of clear. A tagline exists to make you money — and it only does that when customers instantly understand what you sell.

The rule is simple: if your business name is unclear, your tagline must state what you do. If your name is clear, use the tagline to state a differentiator.

Clarity beats cleverness every time.

The core rule

• Cute or witty taglines almost always read as confusing, not smart
• The only test that matters: does the tagline make you money?
• "Local Honey" (Nashville) — great name, but needed the tagline "We sell clothes. We do hair." to eliminate confusion

When to explain vs. differentiate

• Unclear business name → tagline must state what you do
• Clear business name (e.g. Acme Plumbing) → tagline can state a differentiator ("We're always on time")
• A differentiator counters a specific customer resistance
• If competitors aren't stating what they do clearly, you can beat them by doing so