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.
How to Create a Compelling Tagline
Here are some ideas for creating a compelling software tagline:
Your tagline should be less than twelve words.
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
Tie the tagline into your unique selling proposition (USP).
B2B (unlike B2C) taglines need to indicate, in a simple way, what your company does for the customer.
Try to have a tagline that clearly differentiates you from your competitors.
Your tagline should reflect your core company values.
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.
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.