A tagline cannot contain nuance. It has to be memorable. It has to be repeatable.

And this is where we run into trouble. When you have a tagline that infers something,

my question is, why don't you just say it plainly? I don't understand why people can't just say it.

Our goal is to say it so simply that it sounds like you just wrote it on a napkin.

It wasn't especially creative. It wasn't especially clever. It was effective. It's harder to do than it sounds like you just wrote it on a napkin. It wasn't especially creative. It wasn't especially clever. It was effective. It's harder to do than it sounds, but you also become

wealthy. You're listening to the story brand podcast based on Donald Miller's best-selling book,

building a story brand. The story brand framework is made up of seven key elements.

All of them anchored in one powerful idea.

Your customer is the hero and you are their guide.

Each week on the podcast, you'll get exactly what you need to craft clear messaging that connects with more customers and grows your business.

Now let's dive in with your hosts, Donald Miller and Kyle Reed.

Kyle, we're talking today about a few words that you can use to grow your business. I'm not a conspiracy theorist. I don't believe magic is real, but I do have this weird idea, and I believe it, that you can actually come up with a few words that will make you enormous amounts of money if you just repeat them. Yeah, I am a conspiracy theory. I also believe I wasn't going to say that. Yeah, you know, I'll own it. Let's talk about the Denver airport. Okay. That episode, by the way, we get a lot more views than one about taglines. There's a lot of horses in the Denver airport. There are a lot of horses. But you do believe that there's a tunnel that goes into the mountains, right? Sure. There's really not much I don't believe, you know. We can get into that at another time. We'll do that another time. We'll do the conspiracy theory episode. But let's talk about the magic of a tagline. Okay.

Right? We can get into that at another time. We'll do that at another time.

We'll do the conspiracy theory episode.

But let's talk about the magic of a tagline. Okay. Right? Taglines are huge. But I think before we jump in too much, we've got some examples of taglines today. So we're basically going to do kind of game show style. You're going to throw out taglines that I have not heard. Yes. and I'm going to give you my immediate response as though I'm a

consumer, maybe seeing this on a billboard or something. Yeah, yeah, or interacting with the brand

or on signage or something like that. But I think it's important first. We need a baseline for people

listening. What's a tagline? Well, A tagline is art. Okay.

What I mean by that is, you know, the five soundbites that will grow your business,

the problem soundbite, empathy soundbite, answer soundbite, change soundbite, and end result soundbite.

Those soundbites are like chords on a guitar.

Where you put them is art.

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