tagline-writing

a tagline is a tiny piece of copy that has to do disproportionate work. it tells you what to expect, what to feel, and often, who it's for.

what a tagline can do

a single tagline doesn't do all four. pick the one or two that matter most for the moment:

• describe: explain what the product is
• position: define what the product is in contrast to alternatives
• promise: signal an outcome
• provoke: get attention by saying something unexpected

the rules