Your Startup Tagline is Anti-Social

Most startup marketing folk seem to love taglines. Practically every web page I see has some version of the classic three-word tagline. As a marketer I appreciate the focus on distilling down the essence of what you do to its most simple form. As a human being however, I hate taglines. I’ve written about why taglines suck on this blog before. Taglines are generic (if you use the word “connect” congratulations, you share 1/3 of a tagline with 99% of startups in the world), forgettable, and often fail to clearly communicate what the company does. However, it finally came to me exactly why taglines are such a waste of time, energy and space: They are inherently anti-social You need to describe what your company does in a succinct way. That’s what people think they are doing when they write a tagline. The problem is the format – generally three verbs smashed together – is not a format that human beings naturally use to communicate. If someone asked me what I did this morning I don’t say “Rise, Consume, Digest!”, I say I got up, drank some coffee and ate a piece of toast. Even on Twitter where barely anyone uses proper english, nobody would ever pick 3 verbs. In fact here’s the tweet that inspired this example: Coffee & toast. Nom, nom. Notice the distinct lack of verbs there (assuming nom isn’t a verb). As humans, we don’t communicate in 3 verb phrases. So why are we using this strange form to talk about what our companies do? Here is the exact reason why taglines suck: Nobody repeats your...
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