Why not the first most important sign? Surely if you have to go, you have to go, you have to go, right?
Notice which sign passengers look for as soon as they get off the plane. They're looking for the ‘baggage claim' sign. It's when they see the ‘baggage claim' sign, that they start moving in that direction. And it's then that they start looking for the ‘I have to go now' sign.
What's this got to do with marketing?
When someone comes to your website, they're looking for a sign as well.
That sign is your tagline. Or your strap line. Or whatever you call it.
That's the first sign that your prospect is looking for.
That tagline needs to be ‘un-clever.'
It needs to tell me quickly what you do.
It doesn't need some cutesy-pie line. Or some vague line.
Tell me in plain English what you do. What problem you solve. What solution you bring.
That's the sign that the customer is looking for.
When the prospect gets to your website, they're not looking for your headline, or your subscribe button. Or your wonderful goodies. They're looking for the tagline. When he gets that sign, he knows he's at the right place. That tagline gives him direction and confidence.
So how do you create a tagline that's powerful? Do you have any ideas? Or examples of good taglines?