Five words or less. Use consumer language, not "clientese." Follow the 4D rule. These are a few of my guidelines for writing positioning statements that are compelling and executable.
Five words or less. See if you can write your own tagline that clearly captures the essence of your brand. And don’t whine and say that’s a copywriter’s job… if you can’t boil down the brand essence into a short, memorable phrase, chances are a copywriter can’t either. It’s not a quick and easy process, but it pays off.