Writing a tagline for your company can be a good way to add character to your brand, differentiate yourself and communicate benefits. This article looks at some of the main types of taglines, and the pros and cons of each, and discussed the special case of B2B taglines.

Scaring the reader by invoking ‘negative benefits’ can work, but it’s a high-risk tactic.

Companies sometimes try too hard to find and exploit a USP. You can still market effectively without one, so relax if there’s no obvious candidate.

Copywriters can provide invaluable aid to entrepreneurs, helping them to clarify new products or propositions through the discipline required for copywriting.

All good copywriting needs to communicate benefits if it is to reach customers effectively.

Often, the best copywriting ideas are the simplest. But it takes courage to use them

Although it’s tempting to case the net wide when seeking attention, what you really need is relevant attention – attention from potentially interested readers.

A common pitfall of copywriting is to focus on the product itself, or the company selling it. Instead, effective copywriting focuses on the customer.