We talk bland taglines and how to solve them, and then an interview with marketer, copywriter, and Associate Creative Director at Wellmark, Dr. Ryan Wallman.
Tagline Branding Is About Saying Nothing
Today’s Hot Take is from Digiday.com “Copywriters Can’t Even Come Up With A Decent Meaningless Tagline Anymore, ” by Mark Duffy. He writes:
“Industry experts keep insisting that taglines are dead. But every year, taglines keep getting written. Bad taglines. Wanky “hashtaglines” that make for s***ty hashtags and even s***tier taglines.
The days of taglines actually meaning something (Avis: “We’re No. 2, We Try Harder”; FedEx: “When It Absolutely Positively Has To Be There Overnight”) are mostly gone.”
We completely agree – it seems as if there is a lot of mimicry but not a lot of substance to these campaigns. Less words is better, but there is no weight given to them, no testing to see what’s effective, just vapid two or three-word phrases that are so generic they end up meaning nothing, but who cares because the next campaign is going to be launching and this one will become another hashtag on the pile of dead social media “branding” efforts.
“There’s no secret to the tagline-writing Process, brands and copywriters. You consume as much knowledge about the brand as you can, let it all incubate in your brain, and start writing. At first, you try to make sense. Get a bad, inaccurate thesaurus, like Roget’s, and start connecting words. Connect them in and out of order. Then, leave your senses and write any stupid thought that comes into your mind. Then, get stoned. And keep writing. Use curse words. Write anti-taglines — taglines that make the brand sound like the worst thing ever invented. Write 50, 100, 500 taglines. Eventually, you may get to something that’s pretty good. But you may not. At that point, you’ll want to kill yourself or go back to digging ditches for a living. Or, you can keep writing.”
Copywriting Done Right
Ryan Wallman is Associate Creative Director at Wellmark, a creative agency that takes care of healthcare brands – With a Masters of Marketing from Melbourne Business School, a medical degree and more than 12 years of experience in copywriting, technical writing and editing, Dr. Wallman’s forte is the creative execution and direction of healthcare marketing communications, but, he’s so much more isn’t he?
Brilliant satirical hot takes about marketing culture online, robustly funny work in the book Eat Your Greens, razor sharp GIF-work on social media – all with impeccable copywriting in mind…..it’s our distinct pleasure to bring to all this to the LAWsome audience, from Melbourne, Australia.
Get More Information About Copywriting, Creativity and Brand Building for Law Firms
Be sure to listen to the entire podcast episode for information and conversation about how to write effective copy, how to be creative and effective with your law firm advertising, and how all these things tie in to successful marketing. If you want more LAWsome subscribe to the show on your favorite podcast platform, and for the latest in legal marketing insights and information be sure to subscribe to the Consultwebs Newsletter here –>SUBSCRIBE<—