Creating a Compelling Software Tagline

How do you create a compelling software tagline for your company?

First, what is a tagline? More importantly, what makes a good one?

Subscribe to our Free Newsletter



new Go-to-Market Toolkit

We have just launched our Go-to-Market Toolkit, with guides, templates and checklists to plan a successful software launch. 

Check out the Toolkit here, or you can get a free Go-to-Market Checklist one-pager if you sign up for our FREE monthly newsletter here.

If you prefer, you can also check out our other software marketing downloads.

In her book "The Ultimate Marketing Toolkit," Paula Peters has an entire chapter dedicated to the tagline. (Take a look at my review of her book here.)

Here is how she describes it: "A tagline is nothing more than a short statement about your business... The goal is to interest a reader, a viewer, or a passenger in your business... The tagline educates your potential customer market by elaborating on your product or service - all in a tiny, neatly wrapped little package of one line."

A tagline is free, and it sells your business or product for you. Use it on your business cards, your website, your email signature, and any other communication that is seen by potential customers.

Here are some ideas for creating a compelling software tagline:

  1. Your tagline should be less than twelve words.
  2. Your tagline should communicate one key message about your business. There are three possible approaches: Communicate a benefit Describe your product or service (especially if your business or product name does not make that clear) Address a specific customer segment
  3. Tie the tagline into your unique selling proposition (USP).
  4. B2B (unlike B2C) taglines need to indicate, in a simple way, what your company does for the customer.
  5. Try to have a tagline that clearly differentiates you from your competitors.
  6. Your tagline should reflect your core company values.
  7. Think about what will be top-of-mind for your customer when/if they need a product or service like yours. Use that in your tagline.
  8. Avoid vague and fluffy descriptions for your tagline. Eg, "where customers come first" is not a useful tagline, because it does nothing to further describe or differentiate your product.

In order to create a compelling software tagline, you need to first really narrow down on who is your ideal target customer, what is their pain point, and what is the unique value that your product or service is providing to them. If you're not crystal clear on that, take a look at this article on analyzing your target customers and their needs.


  1. Home
  2.  ›
  3. Software Marketing Tactics
  4.  ›
  5. Creating Your Software Tagline

Recent Articles

  1. Developing Your Software Marketing Plan

    Mar 21, 19 11:16 AM

    Tips and resources for developing your software marketing plan. If you sell software or services, get help with refining your marketing strategy.

    Read More

  2. Successful Software Launch Strategies: Six Top Tips

    Mar 19, 19 09:45 AM

    Don't make your software launch an afterthought. Plan a strong app marketing strategy with these six tips to developing your launch strategy to boost a strong software product introduction.

    Read More

  3. Software Marketing Download Products, Templates, and Tools

    Mar 14, 19 10:01 AM

    These software marketing download templates will improve your software marketing, software sales, and business planning.

    Read More