Revealed: The Great And Mysterious 9-step Process Behind Crafting A Killer Tagline

You know what's funny? Charging a few hundred dollars for two or three words. I used to have a demanding customer when asked: "How much is a motto?" If the customer does not know the value of a strong brand focused slogan, no amount of money seems ridiculous. But to distill the essence of a business / mission in a few syllables rich is not an easy task. So on behalf of the containment strategy, marketing consultants, brand experts and editors around the world, I'm pulling back the curtain on this mysterious process (or at least mine), hoping the muscle behind those words concise not have the time of descent. 1. I check the customer website and marketing materials, tail lights on "Notes" document, so you can have everything in one place. 2. Later, I Google. Competitors. Perspectives. The target markets. The usual. I am looking for language, emotional triggers, Dreck repetitive, and the main concepts fresh. 3. Now to my personal library of resources. Branding, archetypes, messaging. The goal? Immerse yourself in the words and ideas related to the fundamental values of the client. Keywords jump at me, then obediently March in my notebook in rows, columns and diagonals impulsive. 4. I'm going to my doc thesaurus notes and words like crazy. Beads of sweat on his forehead. Looking for hot combo, unexpected angles, the words pin and a genuine connection between you and your new address. I laugh. Grunt. Twitch. Involuntary E '. 5. "Now I 'n Play Pluck way." (My favorite passage!) I take the word more powerful combination, and then see what appear independent finalists. Offs retouching, trade, and a bunch of ruthless elimination result. 6. This is the hardest part: I'm going. It's a struggle because I am obsessed with at this point, and can not stop the rotation of crosswords buzzing through my neuro-receptors. Unfortunately, I must. 7. Fifteen minutes a day later, I read aloud the finalists. Then I annoy my husband / business partner to read aloud while watching the face. (Can I say that if you think you are short. purses his lips , nose and always as a little wrinkle '!) 8. to 8-12 finalists. Huelga, cutting, chopping - the laggards frivolous get the ax. (Aloud, each preceded by the name of the company client, stand out as sore thumbs buttocks.) What's left is a couple of "outside" candidates, a couple of "nose" that, and half some of the options on the land. 9. With fingers Crusaders and increased expectations, the slogans are released. Off to the client is! I sometimes call, "Yup!" They go with the third! "What is a good day. Other times, I asked to be sent, along with a few of the editing room. All this is taken in hand. And finally, I have two or three words that I won a few hundred dollars. (I should pay more, right?)