Legal Research

"Tag(line), You're It!"

Posted by Carolyn Elefant: "Ah, the tagline -- that memorable phrase that pithily encapsulates the tone and premise of your brand or service.  No short string of words has ever proven more  frustrating to compose, or produced such satisfying results when it hits the right note.  After all, a terrific tagline (like solo David Kaufman's We Do Business Brawls or David Fuller's Lawyer for Tough Times) simultaneously conveys what you do while letting you stand out, while a clunker (We Care Because You Pay Us To) draws groans.  Perhaps the worst, however, is the litany of utterly non-descriptive, generic taglines ("Committed To Your Success"; "A National Law Firm Creating Solutions") that run common to law firms and don't generate an iota of memorability.

Importance of a Tagline 

1. Take the tag line seriously... 
2. Don't get caught in perfection-paralysis... 

3. Don't outsource your tagline to "professionals..."
4. Take a lead from non-lawyer tag lines... 
5. Study the characteristics of a great tag line...
6. Check out the competition...

7. Step-by-step guide to developing a tag line...
8. Seek feedback from others.

Final Thoughts...

Full text and active links are available at the source site listed below.

Source: Nolo's Legal Marketing Blog, 13 July 2009

Full post as published by Stark County Law Library Blawg on July 16, 2009 (boomark / email).