Free lesson · 3 min
Your tagline says what you sell and who it’s for.
The line under your name is the first thing people read. If it doesn’t say what you sell, they leave without asking.
The mistake
A pretty sentence that says nothing.
“Quality and good prices”. “Everything you need”. “Building a business with love”. They sound nice and don’t say what you sell or who it helps. Whoever arrives from a status or a QR code won’t ask: they’ll leave.
Why it happens
Nobody is looking for a store.
People want to solve something of their own: dressing for the office without overspending, a gift for Saturday, a cream that doesn’t irritate their skin. When your tagline names that something, they stay; when it talks about you, they move on.
What to do
Two pieces: what you sell and what for.
Write a sentence with what you sell and who or what it’s for: “Second-hand clothes, hand-picked, to go to the office without overspending”. Read it out loud. If it sounds like a store sign, start again. If one of your customers would say “that’s for me”, you’re done.
«Your tagline talks about what the other person wants, not about you.»
The lessons come from the book «Del producto al cliente» (in Spanish), by Jose Silverio. See the book →