When creating taglines for advertising or signage, think customer benefits—those are the powerful reasons customers will choose your company over another. To get to a powerful benefit, think about what your business offers and then fill in this statement: “So customers can …” or “So customers will …” An upscale gift store might offer unique bridal gifts. But that’s not a customer benefit. Fill in the statement after the offer and you’ll get the benefit. “We’re an upscale gift store that offers unique bridal gifts, so customers can be assured that their gift will be truly special.” There’s your benefit.