Photo by Prabhu

I recently listened to an interview by Larry Smith and Rachel Fershleiser (who compiled Not Quite What I Was Planning: Six-Word Memoirs by Writers Famous and Obscure) on National Public Radio. The basis of their compilations was the legend that when asked to write a six-word novel, novelist Ernest Hemingway responded: “For Sale: baby shoes, never worn.”

That got me to thinking about taglines, those seven-or-so words that we use to encapsulate a key benefit of our business. Or headlines, short pithy words that get people to keep reading. And I realized that a six-word novel might even be more juicy material to build your marketing.

A tagline (or slogan) tries to be self-contained. Easily understood. Unambiguous. Maybe clever or memorable. But the end result is often dull. Yes, it’s clear but it’s not helping to inspire dialog between you and your prospective customers.

Perhaps it’s time to create your own business’ six-word memoir to pique some targeted interest in your message.

For example, instead of an insurer with a tagline:

• Protecting Your Family And Your Future

(which has a clear emotional hook/benefit), imagine any of the following business memoirs:

• Unplanned Future. I forgot. Our loss.
• Should’ve saved. Could’ve relaxed. Too late.
• Boring insurance. Sudden catastrophe. Lucky me.

These memoirs serve a slightly different purpose than a tagline. They don’t tell your whole business. They paint a quick emotional story, which could easily be filled in by supporting copy.

How hard could six words be?