A game of tagline.

My pal Rich writes a cripplingly funny blog of his own called Round Seventeen. And more than once, he's posted on the always fun, highly debatable subject of taglines. For example here and here.

All copywriters approach taglines with mixed feelings of excitement and possibility, as well as pain and frustration. The pressure is always on trying to come up with that elusive combination of 2 to 7 words that will perfectly, humorously/dramatically, instantly and memorably encapsulate the essence of a brand.

We're all hoping for the next Think Different. Just Do It. Got Milk. And we've all written thousands of lines looking for it.

Eventually, we hit the wall at one point or another.

That's why I'm so excited to share what will inevitably be a valuable resource.

I've discovered a man, nay, a guru, we can now turn to for the tagline help we all so desperately need now and again.

He calls himself the Tagl!ne Guru. I can tell he's excited about that title because he put an exclamation point right there where the "i" should be (Get it? Like an upside down "i").

You don't do that if you're not excited about something.

I know what you're thinking: what's the Tagl!ne Guru's tagline? I had the same question. Obviously, anyone who's narrowed down their copywriting expertise to such a specific aspect of the craft, and who positions themself as a guru, clearly isn't going to go for a cheap, smarmy, punny line any junior copywriter fresh out of ad school with a book and a dream could come up with.

Gurus don't settle for that.

Instead, I'm guessing the Tagl!ne Guru will have a pithy, memorable, awesome line that will have every copywriter reading this slapping his/her forehead and wishing he/she had come up with.

But I could be wrong about that.