How do you write a good strapline?
It’s a good question and for most copywriters the arrival on your desk of a new strapline brief can fill you with excitement and trepidation in equal measures. Why? Because it’s your opportunity to show your skills and possibly create a strapline that really captures the essence of a brand.
Conversely, you know you’re in for some bloody hard work which will really test your mettle as a wordsmith. It’s like chipping away at solid rock hoping to find a diamond. Trouble is, you don’t know where it is or even if you’re prospecting in the right place.
You’ll probably come up with plenty of alternatives which are pretty good. But you still have that feeling that somewhere out there is that unique combination of words that nails down that company and everything it represents. You’ve just got to keep looking.
(For men, it’s that same uncertain, troubling feeling you get when your wife/partner/girlfriend is extremely cross with you, but you’re not exactly sure why…)
It’s the brand in five words or less
Before you even put fingertip to keypad you want to be absolutely, totally, 100% certain that you know the brand inside and out.
Guest blog was written by our Twitter friend and associate Jamie Hudson, expert freelance copywriter based in the Midlands.
