How to Create Winning Headlines - 1 Hour Audio Program with Eric Swartz

Online Classes: Course SWARVC

This online Audio class requires Windows Media Player 9.

According to Eric Swartz, a.k.a. "The Tagline Guru," tagline development is the haiku of branding -- a way of compressing your vision, position, or promise into a persuasive message that resonates with others. In this course, Swartz deconstructs the proverbial tagline, revealing the source of its appeal and effectiveness as well as the strategic considerations involved in creating one that can enhance the value, relevance, and reach of your brand -- helping you elevate your message from the mundane to the memorable.

In this course, you'll learn:

  • Tried and true tagline strategies that really work
  • The building blocks of great taglines
  • How to turn your tagline into an ambassador for your brand
  • How to be more creative in your sloganeering
  • Gambits that make your taglines more artful and expressive

Eric Swartz is the founder and president of Tagline Guru, the world's preeminent authority on taglines and slogans. In a career spanning 30 years, Swartz has created more than 10,000 brand expressions, names, and concepts for companies, non-profit associations, municipalities, universities, political campaigns, and events.
Swartz started his career as an advertising copywriter in 1975, and worked as a grantswriter and TV writer/producer before serving in senior marketing and communications management positions at such companies as SPRINT, GTE, Ziff Communications, and The Thomson Corporation.
Since founding his own branding and communications agency in 1996, Swartz has had more than 160 clients in 40 different industries, including Adaptec, American Express, Apple, Cathay Pacific Airlines, CMP Media, Emory University, FedEx, Oracle, Safeway, Tri-Valley Convention & Visitors Bureau, and Wells Fargo.
Eric is a recipient of a writing award from the Council for The Advancement and Support of Education. He has been published by the Business Marketing Association, the American Marketing Association, and the International Association of Business Communicators, and has been featured in BusinessWeek.com, Meetings & Conventions Magazine, USA Today, and Investor's Business Daily. He has also been a guest lecturer in brand messaging at Golden Gate University.
Eric received his A.B. in Communication & Public Policy from the University of California at Berkeley, and his M.A. in Communications from The Annenberg School for Communication at the University of Pennsylvania, where he was an instructor in film theory and history.


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