By | February 21, 2019


In this post, I’ll be exploring one of the most important parts of any online ad – the tag line, also called the subject line – if you’re writing a solo ad.

Effective taglines are the key to success in any kind of advertising. The tagline is what will compel your prospects to read about your offer and take action.

Spend Most of Your Time on Your Headline

Every seasoned copywriter will tell you that you should spend most of your time on your headline. After all, if you can’t grab your readers’ attention with the headline – they’ll never read your ad copy – no matter how good it is.

When you start to write your headline – keep in mind that you only have a few seconds to get someone’s attention. You want to keep your headline short and to the point.

There is a saying in the copywriting world: “Be clear, not clever.”

State your offer in the clearest – shortest way possible.

Lead with the Most Important words

Place the most important words at the beginning. Keep in mind that most inboxes display around 60 characters – or six to eight words.

For example, if you are making an offer of a free eBook in exchange for an email address. Say something like “Free eBook” to start your headline.

Once you have the basic information in your headline, you should choose an adjective to add some flavor and help strengthen your brand. There are some great lists of advertising adjectives online to spark your creativity.

Let’s say – for example, you are offering a free ebook of dog training tips to anyone who subscribes to your list.

Your basic tagline would go something like:

“Free dog-training e-book when you sign up for our newsletter.”

Spice Up Your Headline with Descriptive Words

Now let’s look at some adjectives to make our headline stand-out such as awesome, fabulous, informative, honest, valuable or uncommon. Try to stay away from over-used words like trust, quality and excellence.

Let’s see how some of these work with our basic headline:

“Get our fabulous free dog-training e-book when you sign up for our newsletter.”

“We’ll give you our valuable dog-training book for free. When you sign up for our newsletter.”

You get the idea.

Collect Swipe Files

To really perfect your tagline writing skills, collect headline swipe files. Again, google for these, there are several great headline swipe-files available. Study these closely, look for similarities in the way the headlines are constructed.

You may notice that many of them use adjectives and numbers, for example.

Final Review

Another great place to study headlines is the grocery store. Check out the magazine racks. Look at the ads and article titles.

Pick them apart. Study which ones work or don’t and why.

One of the most valuable internet marketing skills you can learn is the art of writing effective headlines. Don’t forget to test your headlines before committing to a large advertising run.

Connect with me on Facebook

Subscribe to my You Tube Channel

All the best,



6 thoughts on “HOW TO WRITE A TAGLINE

  1. Stephen

    Great info Tom. I actually learn something from this post.
    I tried to find the right keyword every time I’m about to write an article. It’s quite strange why it takes time to come with the right headline/keyword sometimes.

    Thanks for sharing this. It’s helpful.

    1. Tom Post author

      Hi Stephen,

      Thanks for your comment.

      Really pleased you learnt something from the post. Good luck with implementing your findings and if I can be of any further help then please get in touch.

      Do check back to for future posts and new internet marketing strategies that will definitely help you.

      All the best,


  2. Thabo Khoza

    Wow Thank you for this post, It will really help me on my website going forward.
    I never knew words like trust and quality could jeopardize my efforts as a marketer.

    Thank you for this now I can even write great landing pages. Glad I bumped into this site

    1. Tom Post author

      Hi Thabo,

      Thanks for your comment.

      Let me know how you get on with your landing pages and future headlines and taglines. If you need any help or have any questions then please don’t hesitate to contact me.

      Thanks again and all the best,


  3. Anna

    Hi Tom,
    Thank you for putting this together. This is really helpful and informative.
    This is gonna help me with my website a lot.
    All the best

    1. Tom Post author

      Hi Anna,

      Thanks for your comment.

      Really pleased that you have found the post helpful. Good luck with trying out the techniques and if you have any issues or questions then please let me know.

      All the best,



Leave a Reply

Your email address will not be published. Required fields are marked *