{"id":12181,"date":"2014-03-25T12:43:25","date_gmt":"2014-03-25T16:43:25","guid":{"rendered":"https:\/\/coachingfederation.org\/blog\/creating-coaching-taglines-that-titillate\/"},"modified":"2025-01-31T02:22:00","modified_gmt":"2025-01-31T07:22:00","slug":"creating-coaching-taglines-that-titillate","status":"publish","type":"post","link":"https:\/\/coachingfederation.org\/blog\/creating-coaching-taglines-that-titillate\/","title":{"rendered":"Coaching Taglines that Titillate"},"content":{"rendered":"

Want to spice up your coaching brand? Need to communicate how you\u2019re different from other coaches? Not sure how to go about communicating your competitive advantage? Using a tagline can be a great way to explain how your coaching practice can benefit your ideal clients while also helping to define your coaching brand.<\/span><\/p>\n

What is a tagline?<\/strong>
\nIt\u2019s a short positioning phrase or slogan that serves to explain what a company does for its clients. It can be considered a branding tool or a marketing angle that can help coaches attract the audience they most want to work with.<\/p>\n

Back in the days of advertising agencies like those portrayed in the TV show Mad Men<\/em>, taglines were called slogans. These days, they are also known as benefit statements or positioning statements. This post will help you understand tagline concepts as well as provide tips on getting the most out this branding concept so that you can apply it to your coaching business.<\/p>\n

Positioning<\/strong>
\nHave you ever noticed how a slogan can completely change a brand? Often, a business name is not enough to tell prospective clients what they need to know in order to make a hiring decision. When a business name is accompanied by a tagline, it can complete the brand and help to sell your services.<\/p>\n

Here\u2019s a company name without a slogan: Excellence Coaching.<\/p>\n

This company could specialize in almost any type of coaching. It\u2019s unclear whether there is any focus or expertise in a specific area.<\/p>\n

Here\u2019s the same company name with a slogan: Excellence Coaching, Helping Leaders Shine<\/p>\n

Now it\u2019s apparent that the firm coaches leaders and helps them become the best they can be.<\/p>\n

Evolution<\/strong>
\nSlogans are used for various reasons. Some serve to motivate. Others serve to explain. The best slogans are those that are short, to the point and help to highlight the benefits of hiring your firm. Yet your slogan can evolve as your skills grow.<\/p>\n

When I began my coaching career in 2004, my tagline was very simple. I was coaching anyone who walked in the door and thus my slogan was suitable for the masses. But as I changed strategic direction, my tagline changed as well.<\/p>\n

I found that as my coaching skills became more sophisticated, the clients I most wanted to work with became more targeted. My branding evolved as I changed. I\u2019ve changed my slogan several times now yet my evolution is still ongoing.<\/p>\n

What is the optimal length of a tagline?<\/strong>
\nMy personal opinion is that a slogan loses its appeal after seven or eight words. Think about the typical attention span in this day and age. With our focus on the Internet, smart phones, and getting information quickly, a slogan needs to be concise. If it\u2019s too wordy, we lose attention; so keeping it short is the key.<\/p>\n

Varieties<\/strong>
\nThere are several types of taglines suitable for professional coaches. Deciding your approach hinges on what you want to convey. Are you in the early stages of coaching? Do you specialize in a subject-matter niche that you want to highlight? Do you serve a specific industry or profession?<\/p>\n

Benefits of a good coaching tagline:<\/strong><\/p>\n