Everybody wants to be a freelance writer. The market is cluttered with wannabes willing to type, click and post for pennies. Of course, pro writers and journos like us have the upper hand when it comes to skills, but we need to flaunt them if we want to keep attracting quality clients.
Creating a personal tagline can help. A tagline is a short and memorable marketing statement that sums up a brand’s essence in a sentence. Traditionally used in advertising, they help position companies and products in the marketplace and appeal to a specific audience that marketers target to buy their product. “Think different” is an example of a classic ad tagline used by Apple.
As a freelance journo with a copywriting background, I’ve written endless lists of taglines for companies—now I want to create one for myself. The word count on this assignment? Less than 10. Even so, it’s been a task that’s been way too easy for me to dismiss. I’m hoping that writing this post will motivate both you and I to dedicate some time to this brief, but worthy project.
When leveraged as a personal branding tool, a tagline communicates to potential clients who you are and what you can do for them. It helps build your identity and distinguish you from the competition. Like a written avatar, your tagline is a power-packed piece of tiny prose to be showcased in social media profiles, blogs, bios, and your email signature line.
Now that you know how a tagline can work for you, here’s what to consider when writing one:
Identify your target audience. Knowing whom you want to reach is key. Content agencies? Financial publications? Consider the work you currently do, as well as what you’d like to do. Once you know what kind of potential clients you’re trying to reach, you can move on to crafting a line that speaks directly to them.
Define what makes you unique. Why should these companies hire you? Think about their needs and challenges and how you are uniquely qualified to provide the best solution. Remember, you don’t have to be the only writer who can deliver on the statement or promise that you’re making in your tagline—you just have to be the first to own it.
Consider your personal brand. Your tagline should be consistent with how you’re currently marketing yourself, so keep the same signature tone. Throw in a touch of your personality and make it a true original. This is your chance to dictate what potential clients will think of when they hear your name.
Edit yourself. Craft this line like you would polish a lede for The New York Times. Taglines are not personal branding statements; so don’t write something that is sentences long. Your goal: keep it simple, memorable and short.