Day 2: Taglines
I hope you enjoyed my letter yesterday. I enjoyed writing it… and I’m just getting warmed up.
You know… it boggles my mind how many marketers don’t know the difference between a tagline, slogan, and USP?
It’s foundational marketing knowledge. And it’s critical to know the difference.
Let’s start with a tagline.
In B2B marketing, a tagline should do one thing… it should communicate brand clarity.
On the other hand, in B2C marketing, a tagline should make the consumer feel an emotion.
Let’s circle back to the 3 Things™ example…
• Our Tagline is: The Daily Marketing Letter
My audience is B2B. I want you (and other readers) to be ultra clear about what 3 Things™ is… it’s a ‘Daily Marketing Letter’ written by me to you.
Now, let’s look at some B2C tagline examples…
• Budweiser: This Buds For You
• L’Oréal: Because You’re Worth It
• Coca-Cola: Open Happiness
• KFC: It’s Finger Lickin’ Good
• Walmart: Save money. Live better.
• Verizon: Can you hear me now?
• Gillette: The Best A Man Can Get
• Allstate: You’re in Good Hands
I can go on and on. But you get the point. B2C taglines make you feel an emotion. And that increases brand recall in consumers.
So… depending on whether your company (or client’s company) is B2B or B2C, you should have a better understanding of the purpose of your tagline.
Now, take a look at the tagline you wrote yesterday on a sticky note… does it hit the mark?
If your tagline is B2B… does it communicate brand clarity? And if it’s B2C… does it evoke an emotion?
Tomorrow… we’ll talk about slogans… more to come.
I love this article by BluleAdz. It’s called “25 of the Best Marketing Campaigns of All Time That Spark Inspiration”. This article will be relevant to my letter tomorrow. Until then… have a great day today!
From the Desk of:
Thursday, May 6, 2021
7:14 a.m. (ET)
Tactic of the Day
Trademark or Service Mark Your IP
No matter if you are a large business, a small business, or a startup business … you should trademark (TM) or service mark (SM) your intellectual property. Trademarks protect your logos, words, symbols, and sounds from infringement; and they add instant credibility to your advertising and marketing campaigns. Service marks distinguish your services from your competitors’ services; and they add intrinsic value to your offerings.
Tool of the Day
Video Chat is Better than Live Chat
You’ve seen live chat on a website, but have you seen video chat yet? If you haven’t, check out the video chat feature in the bottom right corner of CMO Swipe File. We used a new software by Typeform called, VideoAsk to create it. Studies show that live chat increases conversion rates by approximately 30%. But video chat has the potential to provide an even great lift. I encourage you to test VideoAsk. You can sign up with no credit card required. If you’re interested, I’ll send you the programmatic script we wrote to produce our video chat… just reply to this email and ask for it.
Trend of the Day
81% of U.S. Adults Use YouTube in 2021
We all love YouTube. But we love it more in 2021. According to the Pew Research Center, YouTube became the number one most used social media app during the pandemic. The platform’s usage grew from 73% of U.S. adults in 2019, to 81% in 2021. You read that right … 81% of adult Americans are YouTube users. Facebook is the second most used social media app at 69% of U.S. adults. If you’re not using, testing, and leveraging YouTube ads, then you should explore it.