What do IBM and Nike have in common? They both own some of the most famous taglines in business history. IBM says "Think." That is one word. Nike says, "Just Do It." That is three words. Neither company uses a long sentence. Neither company confuses its customers. Both companies follow a simple rule. Keep your tagline to six words or fewer.
Robert J. Smith, the author of Everything You Always Wanted to Know About Increasing Business, teaches this rule in his #1 Best Selling book. He explains that the most effective taglines are short, catchy, and memorable. A long tagline confuses people. A confused mind always says "No." This blog will show you why six-words or less works and how to create your own short tagline.
Why Short Taglines Work Better
The human brain processes short phrases faster than long ones. When someone sees your tagline, you have only a few seconds to make an impression. A long sentence requires too much effort. A short phrase sticks immediately.
Think about the most famous taglines you remember. Coca-Cola, "It Is the Real Thing!" That is five words. And Smitty's favorite from being a #1-ranked home market merchandiser with that behemoth corporation, "Coke is it!" That is only three words. An exception to the rule is Federal Express, that said, "When It Absolutely Positively Has to Be There Overnight." That is eight words. However, the hook in the phrase is only two-words "absolutely positively." Hallmark says, "When You Care Enough to Send the Very Best." Another eight-word exception. People remember the warmth, not the word count. Still, the strongest taglines are very short.
Robert J. Smith points out in his book that taglines are not the place for complex explanations. A tagline is a hook. It grabs attention. It expresses value. It does not tell the whole story. You can tell the whole story later in your sales conversation. The tagline simply and cleverly opens the door for you and your company.
The IBM and Nike Examples
IBM adopted the tagline "Think" in the early 1900s. Founder Thomas J. Watson Sr. used this single word to guide the entire company culture. Think told employees what to do. Think told customers what to expect. One word. One hundred plus years of success.
Nike came later. The company hired an advertising agency in the 1980s. An agency executive named Dan Wieden created the phrase "Just Do It." He reportedly took inspiration from the last words of a convicted criminal who said, "Let's do it." Wieden changed it to "Just Do It." Three words. A global movement.
Neither IBM nor Nike needed more words. Their taglines became part of everyday language. People say "Think" when they want to encourage problem-solving. People say "Just Do It" when they provide motivation. That is the power of a short tagline.
In Everything You Always Wanted to Know About Increasing Business, Robert J. Smith uses these examples to show that small businesses can learn from the giants. You do not need a million-dollar advertising budget. You need a clear, short phrase that captures your company's promise to your customers.
How to Create Your Own Six-Word Tagline
Creating a short tagline is simple. However, it's not easy. It takes discipline to cut words. Follow these surefire steps:
First, write down the core benefit of your business. What problem(s) do you solve? What result(s) do you deliver? Write them out in a full sentence. For example, a painting company might write, "We make your home look beautiful with high-quality paint and careful work."
Second, cut every unnecessary word. Remove adjectives like high quality and careful. Remove extra verbs. Remove the company name if it appears. From the example, you could cut it to, "Make your home beautiful."
Third, see if you can go even shorter. "Make home beautiful" is three words. Beautiful homes are two words. Your choice depends on what feels right for your brand.
Fourth, test your tagline on real customers. Ask them what they remember after hearing it once. If they cannot repeat it back, it is too long or too forgettable.
Robert J. Smith created his own company tagline using this method. His tagline is Hammering Out Profits for Your Business. That is five words. It fits the six-word limit. It uses the blacksmith mascot from his brand. It tells customers exactly what they can expect from working with him and his company, Profits.
Common Mistakes to Avoid
Many business owners make their taglines too vague. They use hyperbole, like quality, service, and excellence. These words mean nothing without proof. A tagline must be specific, or it will be forgotten.
Another mistake is copying competitors. If every business in your industry says Fast Service or Low Prices, you will blend into the crowd. You need a unique angle. Something only you can claim. You need to stand out from your competition.
A third mistake is changing the tagline too often. Consistency builds memory. If you change your tagline every year, customers never learn it. Pick one and stick with it for several years, at the very least.
In his book, Robert J. Smith shares the story of how he used his tagline in every email signature. He closed with Have a Productive Day for Robert J. Smith Productions. That simple closing line generated referrals. People remembered it because they saw it again and again.
The Role of Taglines in Your Overall Marketing
A tagline is not a standalone tool. It works together with your logo, your colors, your jingle, and your brand story. Your tagline summarizes your promise. Your other marketing materials deliver on that promise.
Smith emphasizes in Everything You Always Wanted to Know About Increasing Business that a tagline is the first step to creating a jingle. Once you have your six-word phrase, you can set it to music. That jingle will play in radio ads, television commercials, and on your website. The combination of short words and a catchy tune is nearly impossible to forget.
Start with Six-Words or Less Today
You do not need to wait for a rebranding agency. You do not need to spend thousands of dollars. Take a sheet of paper right now. Write down your core benefit. Cut the words until you reach six or fewer. Test it on five friends. Ask them what they think. Then put that tagline on your website, your Email signature, and your business cards.
Robert J. Smith wrote Everything You Always Wanted to Know About Increasing Business to help business owners like you master the fundamentals of growth. A strong tagline is one of those fundamentals. Keep it short. Keep it clear. Watch your customers remember you.
Read Everything You Always Wanted to Know About Increasing Business by Robert J. Smith, MFA. Learn how to craft taglines, jingles, and complete marketing systems that drive sales. Buy your copy from Amazon or your local bookstore today.
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