A Great Example of an Effective Tagline
Writing a powerful tagline is one of the toughest tasks in copywriting. You have to be incredibly concise—stringing together just a few words in a way that says a lot and makes a big impact.
In the past decade, we’ve seen something of a tagline decline. They’ve become overused and mostly redundant (see this great post on tagline clichés from Hubspot for more on that).
Honestly, the only tagline from the past few years that sticks in my head in a positive way is this one from Android.
3 Things Every Effective Tagline Should Do
When I came across this old movie poster for the 1968 film Rosemary’s Baby recently, I knew I had to post it. This poster is a great example of how to create and use an effective tagline.
In a mere four words (two of which are the film’s title), the tagline “Pray for Rosemary’s Baby” accomplishes three essential things:
1. It pulls you in – The tagline starts with a verb, a command: “pray”. This is like a hand on the shoulder grabbing you telling you to take action.
2. It encourages you to go deeper – Why do I need to pray? What’s happening with her baby? How did it happen? These are all questions/thoughts triggered by the tagline.
3. It makes a promise – Asking for your prayer means something bad is going to happen. This tagline sets the tone for the movie and makes a promise to the audience: You will be scared.
Those are three things every good tagline should accomplish. So the next’s time your working on a tagline for your brand or a new marketing campaign, think of Rosemary’s Baby…