On a launch board, people decide in about a second whether to click. Your logo catches the eye; your tagline closes the deal. We looked at the launches that consistently reach the top of the board and found a few repeatable patterns.
Patterns that work
- Verb + object + context: "Turn support tickets into docs automatically".
- X for Y: "Linear-style issue tracking for agencies" — use only if the reference is widely known.
- Outcome with a number: "Cut onboarding time in half" (only if it's true).
- Name the person: "Bookkeeping for solo designers".
- Replace a chore: "Stop copy-pasting invoices".
Patterns to avoid
- Abstract nouns: "Empowering creativity".
- Buzzword stacks: "AI-powered, next-gen, all-in-one".
- Puns that need explaining.
Read your tagline to someone outside tech. If they can't repeat back what the product does, rewrite it.
Test it before launch week
Post two versions in a community you're part of and ask which one people would click. It costs nothing and saves you a flat launch.