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What is a tagline and how to write one for your online course business

So you’re looking for better ways to market your course to your audience. That means getting specific on what you provide and how it helps learners. One way you can do this is by creating a catchy tagline for your online course business.

Creating a tagline is a part of a good marketing strategy and involves knowing the needs and desires of your audience. Then, you’ll craft a brief sentence summarizing the experience your online courses can give them.

It sounds complicated, but don’t worry! In this article, we’ll break it down for you.

We will answer “What is a tagline?”, define different types of taglines, discuss why they’re so important for your business, and give you practical tips to make yours shine. By the end of this article, you’ll be brainstorming taglines for your brand that are ready for their debut into the world!

What is a tagline?

A tagline is a short phrase that communicates your brand’s value proposition.

For a brand, they may be product-focused, such as McDonald’s “I’m loving it” or Goldfish’s “The snack that smiles back.” They are concise and, most importantly, memorable.

For an online course business, the tagline is a one-sentence statement that clearly communicates how your courses help learners. It may be found on the carousel header of your website's homepage, as well as at the beginning of product descriptions.

Why your online course business needs a tagline

Taglines are a layer to add to your marketing strategy that can make a world of difference. They allow you to create specific identities for each of your products.

To you, they may feel like another marketing chore to cross off your to-do list. To your audience, they could be the difference between a course they view and a course they purchase.

For example, if you are a beauty course creator, imagine how a good tagline could transform your online presence.

Say you’ve just completed the content for your beginner course in skincare. You upload everything into your learning management system (LMS) and are ready to type out the product descriptions so your audience knows exactly what they’re in for.

This is your moment to create that perfect tagline.

You breathe in and begin jotting down the emotions your want your customers to experience as they go through your courses. You’re focused on the benefit of your content, not just the features. As you brainstorm, you come up with a few options for your tagline:

  • Let your beauty empower you;
  • Look your best, feel your best;
  • Get the look that says it all.

Any of these could be the one! These taglines create a distinct image that is memorable and aligned with the vision of your product. The benefit is that your course becomes more attractive to buyers because the language used to describe it resonates with them.

Taglines help you to:

  • Differentiate your brand online;
  • Build brand awareness;
  • Encourage purchasing decisions.

This is why you need taglines for your products: to create a connection with your audience that inspires action.

What are the different types of taglines?

The most successful taglines fall into five categories:

  • Descriptivea strong description of brand or product offers;
  • Provocative emotionally charged language that stimulates a response from the audience;
  • Imperativeaction taglines that begin with a command;
  • Superlativedescriptors that indicate the highest-ranking or best option;
  • Interrogativea tagline that asks a question.

Here, we’ll go over examples of three types of taglines and what category they fall into to help you get inspired about creating your own.

What is a tagline for a business?

A business tagline is a statement meant to communicate the goal of the business. It functions as a way to communicate your unique selling point in a memorable fashion.

Notable imperative business taglines include:

  • Nike: “Just do it.”
  • Walmart: “Save money. Live better.”
  • Airbnb: “Belong anywhere.”

Notable provocative business taglines include:

  • Dove: “You are more beautiful than you think.”
  • Adidas: “Impossible is nothing.”

What is a tagline on a website?

A website tagline is a sales hook that is usually placed in the header of your homepage.

For example, if you are a course entrepreneur for creatives who are expanding their online course business with webinar coaching sessions, your website tagline could be:

  • Life coach and course author for passionate creatives;
  • Helping creatives launch their first course in 30 days;
  • Coaching entrepreneurs who want to change their lives fast.

These descriptive taglines show your relationship with your learners in terms of your offer.

What is a brand tagline?

Brand taglines are a phrase that is instantly recognizable and aligned with the overall impression of your brand. It helps brands remain top of mind and aims to show your brand's mission in a memorable way.

Examples of superlative brand taglines include:

  • Disneyland: “The happiest place on Earth.”
  • BMW: “ The ultimate driving machine.”
  • Budweiser: “The King of Beers.”

Another successful tagline that is interrogative is the California Milk Processor Board’s “Got Milk” campaign that continues to grow in popularity.

You can reference these examples as you brainstorm a tagline for your online course business. The main goal is to connect emotion with the benefit of your business or product.

Three steps for creating your tagline and tips to help the process

Now that you’ve learned about different types of taglines and their benefits, it’s time to craft your own. Here we’ll outline the key steps to creating a successful tagline for your online course business.

1. Start with emotion

As a course creator, you know your brand better than anyone. Rely on that knowledge to bring out what you give to your learners in your tagline. The best taglines are tied to a specific feeling. This creates a connection with your audience—emotions like inspiration, excitement, relief, and conviction are strong motivators for buyers.


  • Keep it simple. The fewer words, the better;
  • Focus on one key emotion that connects to your brand’s positioning. Ideally, your taglines will correlate to the overall benefits of your business;
  • Look for inspiration from other course creators in your niche.

2. Focus on the benefits

Once you’ve narrowed in on the feeling your product creates, it’s time to highlight the benefits.

For example, is your course accessible from anywhere? Then convenience is a benefit you can tie into your tagline. Is your course a mini-course? Then quick completion and digestibility are possible benefits of your course.

Don’t be afraid to get creative with how you show the benefits of your products. If convenience is what you’re selling, you can frame it as:

  • Learn in a matter of days;
  • Learn from anywhere;
  • Content that moves with you.

These taglines show emotions like ease and relief, which provide value for your audience.

3. Brainstorm phrases evoke the desired emotion

Once you’ve identified the emotions and benefits of your content, it’s time to brainstorm. Make a list of taglines that come to you, and experiment with them.

Ask yourself:

  • What emotions does this inspire?
  • Will my audience see themselves in this?
  • Is what I offer clear?

After brainstorming, take time to choose your favorites and refine them to suit your needs.

Are you ready to write a tagline?

It may take some time to decide on the right one for you, and that’s OK! You are on the right track as long as you communicate clearly and choose the language that aligns with your brand's long-term goals.