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

Recent Articles

  1. Software Marketing Download Products, Templates, and Tools

    Sep 08, 21 08:45 PM

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

    Read More

  2. Software Marketing, Software Sales & Strategy for Software Companies

    Aug 30, 21 05:26 PM

    Resource for software marketing, software sales, & the business of software for software companies and tech services firms, with a specific focus on SaaS and Big Data.

    Read More

  3. SaaS Metrics: Software as a Service – SaaS Business Planning

    Aug 30, 21 03:52 PM

    What SaaS metrics should you use to track the health of your software as a service business? Learn more about measuring success in the SaaS model.

    Read More

What is a Software Tagline?

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:

  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