As a writer, I am aware of the tremendous power of words. The right words can make a huge impact. How many of you can recite key phrases from historical speeches (Martin Luther King’s, “I have a dream”) for instance? Or perhaps you have a line or two from a song you can’t get out of your head. How about an advertising line or jingle you remember through the decades (Pepsodent’s, “You’ll wonder where the yellow went, when you brush your teeth with Pepsodent”). Of course, there are many slogans that immediately come to mind such as Nike’s “Just Do It”, Wonderbra’s “We care about the shape you’re in”, Clairol’s, “Only her hairdresser knows for sure.”, or perhaps Avis’, “We try harder.”
The reason I’ve raised this topic is because, as some of you have likely already noticed, I’ve incorporated a tag line to tie in with my branding. I didn’t make a formal announcement about it for a few reasons plus I wanted to test it out first. I’ve decided that, although the tag line I was thinking of using, “Photographs Never Forget!” projects a message, it wasn’t entirely complete. Tag lines should convey a message to the reader but also should sum up what I am trying to convey about my business. I knew it needed something more. I’ve come up with what I feel is “the more” and I’d love your feedback.
I should share one more wee tidbit before I share with you my proposed, completed tag line for your feedback. I am trying to ensure that people who read it now and in the future understand a couple things that set me apart from some of the other photographers, especially in this digital world. I feel what I’ve come up with works in a single, memorable sentence though I’m struggling with two versions. That’s why I’d love your feedback, even though I do feel one is better than the other — I want to know what YOU think. So, without any more delay, let me introduce you to my tag line:
“Photographs Never Forget!
… keeping memories alive with custom albums & portraits.”
“Photographs Never Forget!
… memories alive in custom albums & portraits.”
First – active voice!
I prefer the first one, too, mostly because I know that the passive should generally be avoided.
I think I like the first choice … I think it reads a little easier but with the same punch.