The Power of a Tagline

A few days ago, I read an article about the popular TV series “The Bachelor.”

The story was written by a professional matchmaker, Samantha Daniels, who also happens to be an author.

What particularly interested me about Daniels’ article was the use of her tagline— the little 2-3 sentence paragraph in italics that showed up at the bottom of her story.

Here’s the tag:

Samantha Daniels is a well known professional matchmaker, president of Samantha’s Table Matchmaking and the author of “Matchbook: The Diary of a Modern Day Matchmaker” (Simon & Schuster). You can read more from Samantha on her personal blog, Matchmaker in the Know. Follow Samantha Daniels on Twitter @Matchmakersd.

Notice how Daniels uses her tagline to promote herself as an expert in the matchmaking field. From her tag, we learn she has a company, a book, a blog and a Twitter account.

As a matchmaker, Daniels is trying to reach audiences interested in dating, love, and relationships My bet is that as a result of her tagline in the HuffPost article, the following will happen:

  • Readers will check out her blog and (hopefully) subscribe to it for more news and updates
  • Readers will follow her on Twitter and continue to get her news
  • Readers will learn more about Samantha’s matchmaking business and possibly employ her services
  • Readers will buy her book–and tell others about it!

Not bad results for just three little sentences at the end of an article!

As a publicist, I encourage authors to pay close attention to their taglines when submitting freelance pieces, guest blog posts, and biographical information to radio and TV stations.

A good tag can make all the difference in building your author brand.

Jane Lassar is a publicist for Gray & Company, Publishers in Cleveland, Ohio. She is author of the blog “Dear Author,” a  publicist’s view of the ever-changing world of book PR. Contact her at jlassar@grayco.com or  follow her on Twitter @clevelandbookpr

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About janelassar

I am a publicist with Gray & Company, Publishers. We publish books about Cleveland and Northeast Ohio.
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