Getting ready for launch, but I just can't nail my tagline.
The problem is I have too many things to convey in just a few words. If I try to make it accurate, the tagline gets overloaded and confusing. If I make it straightforward, I have leave out something important.
I am struggling between how the product works (an unusual approach) and the pain point (why someone would use it). If I focus on how it works, people don't know if it is useful to them. If I target the pain point, people come in with the wrong impression and end up confused or disappointed.
Anyone have tips for how to hammer out that one sentence pitch?
EDIT: Ok, I'll lay out the dirty details.
My best tagline right now is: "Frontend for advanced image search on the web"
But I think that is maybe too vague about how the site works. If I focus on the value of the approach it is something like "Type once then browse search results from different sites". Which does a better job of clarifying HOW the site works but leaves out the main idea, which is image search.
To flesh out the pain point I'm trying to address: if you ever searched for stock photos there is a ton of free and pay options out there, both with a spectrum of licensing restrictions related to usage and attribution. Some sites feature a single license for all photos, some have filters you can set to isolate what you want. My tool lets you filter sites by license as well as any other advanced search feature. Then you simply enter your term and load the search results from each site in a new tab.
The problem I'm having is that people come in expecting a single search results page. No matter how I try to frame it, I am having trouble breaking that expectation. I know a part of that is the site design, but I really want to convey the value of the site without setting people up to be disappointed when it doesn't meet their expectations.
Hey Jim, Give us all your best attempt, or at least try to describe your product. That way we’re better equipped to help you out!
I updated the post with some details, thanks!
Nice. How about:
All your stock photo sites in one place.
In my opinion, it doesn't matter if some people are disappointed when your site doesn't meet their expectations. That's what the back button is for. Those people will be just fine.
What's important is that your tagline (and your marketing copy in general) resonates with the people who will be delighted when they click through to see your product. They're the only people who matter. Don't worry about anyone else.
If you focus 100% on that, then you won't have to worry so much about cramming other unnecessary information into your copy. Your copy should serve one purpose: getting the right people to try your product. And then your product should sell itself to those people who make it through (assuming they're the right people).
Don't try to make your copy do 100% of the work, because it can't.
Great point, thanks.
I like taglines that inspire people to dream. Maybe use something like, "Imagine a new image search."
I hope this helps.
That does help. Several people have mentioned I'm putting too importance on the tagline and I like the idea of promoting the "dream" of it more than the details.
Now you're speaking my lingo 😎
"Find any image anywhere on the web*"
Hey Jim, all the best with your launch. Are you launching on Product Hunt?
Thanks. Yup, it will definitely be on Product Hunt.
Cool, so for when you launch, make sure you capture how it performs. We’ve made something for this:
https://www.producthunt.com/upcoming/unubo-views
Why not combine a couple of the things you listed?
"Type once then browse image search results from all across the web" gets the idea across pretty well imo. Very clear value prop (save time) and specifies exactly what it does (aggregate results from multiple sites).
Iomega used to use the tagline "for all your stuff" for their backup devices. Probably cost them a fortune, and doesn't sound terribly fancy. But maybe fancy isn't a requirement. Maybe you just need to focus on the problem it solves. What's the basic problem people have come to your product to solve? Like, "find the images you need"?
"A better image search engine"
How about "Filtering stock images".
Also it sounds like you need to pay attention to what your customers are looking for. Instead of popping up 10 different tabs in your browser you need to find a way to consolidate all the search results to one native page. That would create real value.
Agree with this. Finding a way to bring matching images into a single page would be useful.
Perhaps you could split the difference; Firstly show thumbnails of matching results from each site on a single page in your app. Secondly, if users want to purchase a license for a particular photo they can click on it to be directed to the stock photo site.
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"The one place to find images from across the web"
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That's good to remember, thanks. As a solo dev it's easy for me to get stuck in my own head.