I'm below average at writing product taglines. I tend to focus on talking about the product benefit. However I've been told to focus on the audience. When I go the audience route, it becomes...so meh, so common, so preachy. That I hate what I wrote even when it gets approved.

What am I doing wrong?

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Focus on the insight of the target. Not the target themself.

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Find an insight, however small. And write about that. Unless the product benefit is unique, that’s not the best approach.

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Where do you work where you are writing this many taglines to worry about this? I’ve been a copywriter for almost 20 years and I’ve written/rewritten maybe 3 brand taglines that have actually launched and usually it’s a variation of what the brand had been running for the previous 50 years. Are you working at an in-house retailer like Cost Co? What are these products?

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Always remember the Universal Tagline: “Our product, too, is not without merit.”

“Life’s hard so we’re ______” never seems to fail

What are you doing wrong is denigrating yourself for writing work that gets approved. Stop that right now!!! Let’s talk about what you’re doing right. 1. You know your strengths and weaknesses 2. You can write for the audience. Let’s make #3 “you get satisfaction from knowing you did a good job even if personally you hate it”. 👍

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