A chapter from the How to Write an Apt Claim Article
Your slogan should be short and sweet. General and descriptive. Specific but encompassing. The more expansive your company, the more difficult it will be to write an apt claim. One fears the reduction to or heightened focus on a single aspect of the whole company when given the strictures of only a handful of words. If you’re building your startup from the ground up, you maybe won’t have a designated copywriter on your team when creating the first landing pages. Until you go through this process yourself, feel free to laugh at any company’s dumb slogan, but after attempting it yourself—and being brutally honest with whether the words you’ve selected actually fit and actually enhance and sell what you’ve got—then you simply cannot appreciate the Rubik’s cube quality of wrangling one of these haikus out of the ether of unborn slogans.