Saying a lot in a little: Tag(line), you’re it!

Did someone say Moo-nure? Do NOT look at me.

Copywriters are not typically known for our brevity when it comes to words. Ask any designer, they’ll tell you. There is an epic battle between designers and writers waging on in agencies around the world.

Designers: Can we chop the copy by half?
Writers: Can we alter the design to include the copy?

As wonderful as wordiness can be in the right situation, there is an undeniable impact that comes along with being able to convey a grand message, passion or purpose in a few succinct words. The best spirit lines, mission statements and vision statements are proof of the point. If you’ve ever sat down to craft one of these streamlined beasts, you’ll understand.

Saying a lot in a little can be one of the greatest challenges a writer will ever face. When it’s bad, it’s really bad. It falls short and fails to capture the spirit of the message you want to convey. It can come off as lazy, misdirected, cliche and boring. But when you get it right, it’s golden. People pay attention. They remember you and your brand.

I recently discovered one such tagline in an unexpected place: a bag of manure. Or “Moo-nure,” rather. Moo-nure is an organic soil containing a not-so-secret ingredient: cow poo. When I lifted the bag into the back of my car, I noticed Moo-nure’s tagline: We Are Number 1 in the Number 2 Business. It made me laugh out loud.

When you know who you are as a brand, understand what you do and have a vision for what you want to become – you want to share that with the world. Finding those few, precious, perfect words may not always be easy, but when you do, you’ll know it. And others will remember it.

And now for a little exercise. A friend recently passed this link along to me.

One life. Six Words. I floated the challenge to The Firesphere. Here are our answers:

Vicky
Really loved nacho cheese and Birkenstocks.

Jack
He was born, lived and died.

Cordell
Waiting on a text from Jesus.

Amy
Can I see a wine list?

Justin
Being weird isn’t a bad thing.

Alexis
Enjoy the journey of life everyday.

Megan
Getting everyone on the same page.

Eric W.
Oh my great good Lord almighty.

Eric D.
About to marry an incredible woman.

Your turn. One life. Six words. What will yours be?

9 Responses to “Saying a lot in a little: Tag(line), you’re it!”

  1. March 29, 2012 at 8:36 am, Crystalee Beck said:

    Fun idea! My turn:

    Her story: writing everyone else’s stories.

    Reply

  2. March 29, 2012 at 8:49 am, marti garaughty said:

    Espresso, chocolate… did I miss something?

    P.S. Congrats to Eric D.

    Reply

  3. March 29, 2012 at 11:31 am, John Moore said:

    Rinse. Lather. Repeat. Drink more beer.

    Reply

  4. March 30, 2012 at 9:21 am, Varina Devyn Rush said:

    May the force be with you.

    Reply

  5. March 30, 2012 at 11:55 am, Dan Holm said:

    Likes to Laugh (4 words. boom.)

    Reply

  6. March 30, 2012 at 2:18 pm, Andrae Palmer said:

    I’m Experiencing life to the fullest.

    Reply

  7. April 02, 2012 at 3:48 am, Crisnole said:

    Ask, listen, pause and repeat!

    Reply

  8. April 03, 2012 at 4:12 am, Tara Brzozowski said:

    Often seen running in high heels.

    Reply

  9. April 13, 2012 at 10:48 am, Evacarlstrom said:

    Should have ditched him years earlier! :)

    Reply

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