The power of words

INSIDE STORY

Companies in Britain spend billions each month on advertising. But what makes a successful ad? Steve Cone picks 10 of the best and worst taglines dreamt up by copywriters

The odds today of your company, product, or service attracting and keeping consumer attention have never been worse. Despite, or perhaps in spite of, an economic slowdown, marketers are spending record amounts to try to become top-of-mind with their target audiences.

Collectively, companies in Britain spend nearly 3bn a month on above and below-the-line advertising. Thus, it is more important than ever to have a brand promise crystallised in a few well chosen words that can draw immediate attention to you versus the competition.

You require a compelling tagline that can make your case for the consumer to turn first to you every time they need to purchase what your category offers. The problem is that nobody knows how to create great taglines any more. Most companies in the UK and around the world, particularly in America, offer up taglines that have no uniqueness, no charm. No nothing.

You do not have to fall into this trap. You can create a tagline that makes your business stand out despite the amount of advertising clutter that bombards consumers daily.

You have to remember o ly two simple words to have a good shot at creating a compelling tagline (what I call a powerline) for your business: personality and attitude. The word to avoid getting cosy with at all costs is: platitude.

From the time of the Romans to the present day, people buy from people. Potential customers need to be presented with an emotional connection to cement the purchase decision with you and not the other competing establishments.

Creating a stand-out tagline begins with recognising that there is something fundamental about you and your business that is different and unique. And, then just say it in a few words. Think about how to create word play and an attitude that is spot-on genuine.

Trying to force a claim that is beyond the reality of your product is a one-way march into the "land" of consumer indifference where many brand promises languish today.

Also, sound is vitally important in delivering a tagline and ensuring that it is burnt into consumer memories. Rhyme and inflection should be used when possible when you are advertising on the television, or the radio, or on the web.

What to avoid? Words that when put together could describe any company, which is where most taglines land - in generality hell. Why do platitudes prevail today when at all costs they should not? It is because marketers think that creating a tagline is a group exercise. It is not. Brand committees and focus groups have never created compelling and unique brand promises. All the great taglines ever produced were the work of individual copywriters. Often these writers were not at all well versed in the company's business. They were, and are, outsiders who look for the hidden truth in a company and bring it out brilliantly in a few words. The list of timeless taglines written in a fit of individual inspiration is proof of why writing a great line is an art and not a science. Taglines such as"Come To Marlboro Country", "A Diamond Is Forever," and so on, were penned by writers on assignments to bring a brand to life for all time.

To give examples of taglines good and bad and why, I have listed below my current choice of 10 best and worst.

For your business, remember to ignore the "conventional wisdom" that any combination of words will do and go for a tagline with personality, attitude, and a genuine reflection of why you are in business and the passion you have for it. Leave your competitors to adapt taglines projecting zero attention and retention - they will never understand what they are missing.

TEN BEST

1. "The First Time Is Never The Best"

CAMPARI

Fun play on words with an obvious double meaning. Being upfront with the fact that Campari is an acquired taste is an inspired action and worthy of the top spot.

2. "The Greatest Tragedy Is Indifference"

BRITISH RED CROSS

Just five words say it all about the core purpose of this fabulous organisation. The human condition summed up perfectly.

3. "Without Fear And Without Favour"

THE FINANCIAL TIMES

Its masthead tagline for many years. A brand promise that we want to believe all news media would make. But the FT got there first and has remained trusted to its core.

4. "Crowdstopper"

DUREX CONDOMS

Are all condoms the same? Pretty much - which is why this line is so "solid". It makes you smile and remember the brand.

5. "Relieves Gas Pains"

VOLKSWAGEN UK

Talk about a brilliant line for now and probably forever after, given the up, up, up price of oil.

6. "It Is. Are You?"

THE INDEPENDENT

Exactly the right point for a newspaper to make. And it actually makes you think for a minute.

7. "Tonic Water By You Know Who"

SCHWEPPES

Schweppes recognised a long time ago that competing with Coke and Pepsi meant sticking to flavours the two industry giants aren't known for. Not only that - this niche soda firm has used taglines with a distinctive personality to drive home its expertise and its name consistently and successfully for decades.