A couple of weeks ago I helped out a client with a rather substantial pitch. For reasons I won’t go into here, coming up with a suitable tagline was both more important than usual and also more difficult. So while my partner and I toiled away on overall concepts, I also banged out line after line after line. Hoping against hope that I could sum up the grand ethos of the would-be client in four words or less.

I did it in three.

Sort of.

The final tagline was a modified version of one I had submitted. A one-word change. And I can’t even prove that another writer didn’t submit that line in whole because two offices a thousand miles apart worked on the pitch. Nonetheless, I am claiming two-thirds responsibility for the line and, therefore, two-thirds of the attendant glory if my client lands their client.

And if they don’t get it? Hey, it’s just a tagline.

Later,

Fox

Jason Fox gets paid on occasion to write words that, unlike this post, actually persuade people to do something.

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