Writing Taglines in Three Simple Steps

6 min | Copywriting

Elaborate, Eliminate, and Play is my formula for writing slogans and taglines. Let’s write one for Tinder!

📜 1. Elaborate.

After research, I write everything that comes to mind about the brand.

It looks like this:

Tinder is an inclusive brand. If you want to meet new people, this app is for you, regardless of your age, origin, or sexual preferences. The company is based in the US, but millions of single (or not) people from all around the world use it every day. The concept is simple: you look at people’s photos and bio. Then you decide whether you like them by swiping left or right. If two people like each other, they’ll have a ‘match.’ After that, the exciting part begins, they start chatting, and sometimes, even meet in person and then…

And so on.

✂️ 2. Eliminate

I chose between 10-15 words that matter most and scratch the rest.

T̶i̶n̶d̶e̶r̶ ̶i̶s̶ ̶a̶n̶ ̶i̶n̶c̶l̶u̶s̶i̶v̶e̶ ̶b̶r̶a̶n̶d̶.̶ ̶I̶f̶ ̶y̶o̶u̶ ̶w̶a̶n̶t̶ ̶t̶o̶ ̶m̶e̶e̶t̶ ̶n̶e̶w̶ ̶ 𝗽𝗲𝗼𝗽𝗹𝗲, t̶h̶i̶s̶ ̶a̶p̶p̶ ̶i̶s̶ ̶f̶o̶r̶ ̶y̶o̶u̶,̶ ̶r̶e̶g̶a̶r̶d̶l̶e̶s̶s̶ ̶o̶f̶ ̶y̶o̶u̶r̶ ̶a̶g̶e̶,̶ ̶o̶r̶i̶g̶i̶n̶,̶ ̶o̶r̶ ̶s̶e̶x̶u̶a̶l̶ ̶p̶r̶e̶f̶e̶r̶e̶n̶c̶e̶s̶.̶ ̶T̶h̶e̶ ̶c̶o̶m̶p̶a̶n̶y̶ ̶i̶s̶ ̶b̶a̶s̶e̶d̶ ̶i̶n̶ ̶t̶h̶e̶ ̶U̶S̶,̶ ̶b̶u̶t̶ ̶m̶i̶l̶l̶i̶o̶n̶s̶ ̶o̶f̶ 𝘀𝗶𝗻𝗴𝗹𝗲 ̶(̶o̶r̶ ̶n̶o̶t̶)̶ ̶p̶e̶o̶p̶l̶e̶ ̶f̶r̶o̶m̶ ̶a̶l̶l̶ ̶a̶r̶o̶u̶n̶d̶ ̶t̶h̶e̶ 𝘄𝗼𝗿𝗹𝗱 u̶s̶e̶ ̶i̶t̶ 𝗲𝘃𝗲𝗿𝘆 𝗱𝗮𝘆. T̶h̶e̶ ̶c̶o̶n̶c̶e̶p̶t̶ ̶i̶s̶ ̶ 𝘀𝗶𝗺𝗽𝗹𝗲 y̶o̶u̶ ̶l̶o̶o̶k̶ ̶a̶t̶ ̶p̶e̶o̶p̶l̶e̶’̶s̶ ̶p̶h̶o̶t̶o̶s̶ ̶a̶n̶d̶ ̶b̶i̶o̶.̶ ̶T̶h̶e̶n̶ ̶y̶o̶u̶ ̶d̶e̶c̶i̶d̶e̶ ̶w̶h̶e̶t̶h̶e̶r̶ ̶y̶o̶u̶ ̶l̶i̶k̶e̶ ̶t̶h̶e̶m̶ ̶b̶y̶ 𝘀𝘄𝗶𝗽𝗶𝗻𝗴 l̶e̶f̶t̶ ̶o̶r̶ ̶r̶i̶g̶h̶t̶.̶ ̶I̶f̶ ̶t̶w̶o̶ ̶p̶e̶o̶p̶l̶e̶ 𝗹𝗶𝗸𝗲 e̶a̶c̶h̶ ̶o̶t̶h̶e̶r̶,̶ ̶t̶h̶e̶y̶’̶l̶l̶ ̶h̶a̶v̶e̶ ̶a̶ ̶’𝗺𝗮𝘁𝗰𝗵’ A̶f̶t̶e̶r̶ ̶t̶h̶a̶t̶,̶ ̶t̶h̶e̶ 𝗲𝘅𝗰𝗶𝘁𝗶𝗻𝗴 p̶a̶r̶t̶ ̶b̶e̶g̶i̶n̶s̶,̶ ̶t̶h̶e̶y̶ ̶s̶t̶a̶r̶t̶ 𝗰𝗵𝗮𝘁𝘁𝗶𝗻𝗴, a̶n̶d̶ ̶s̶o̶m̶e̶t̶i̶m̶e̶s̶,̶ ̶e̶v̶e̶n̶ 𝗺𝗲𝗲𝘁 i̶n̶ 𝗽𝗲𝗿𝘀𝗼𝗻 a̶n̶d̶ ̶t̶h̶e̶n̶.̶.̶.̶