The Power of a Single Line: Taglines, Bios and Brand Descriptions That Work

In today’s fast-paced media landscape, we don’t always get a full paragraph to get our message across. Sometimes, a single line has to do all the talking.

Whether it's a social media bio, a website tagline, or a brand description at the top of a press release, it is that one single sentence that shapes how your audience views you or your brand. In PR, it’s that first impression that matters more than ever.

A Few Words Can Make a Major Impact

Recent research continues to reveal a striking trend: human attention spans are shrinking.. and fast. A study from the University of California found that the average attention span on a screen dropped from 150 seconds in 2004 to 75 seconds in 2012 and then plummeted to just 47 seconds by 2020. Meanwhile, Golden Steps ABA reports that the average human attention span overall has decreased from 12 seconds to just 8.25 seconds over the past two decades.

In a world driven by the nonstop scroll of digital content and the constant flood of information, your message has only moments to land before it’s lost. This is especially true in PR, where editors, journalists and social media users are bombarded with hundreds of headlines, captions, and pitches every single day.

Your tagline, brand bio, or opening line in a pitch isn’t just filler – it’s your hook. And in today’s attention economy, it has to hit hard, fast and with purpose.

Taglines that talk back

A strong tagline doesn't just sound cute. It communicates who you are, what you do and what makes you different—fast.

Think about iconic lines like:

"Just Do It" – Nike
"Because You’re Worth It" – L'Oréal
"Expect More. Pay Less." – Target

These taglines do more than sell a product. They sell a vibe, a feeling, the feeling that you imagine feeling when using that brand or product. And in PR, we’re all about making people feel something, not just see something.

Even for small brands or local businesses, a memorable tagline makes it easier for media to understand your angle and for audiences to remember you. It becomes part of your brand identity. And when you're pitching a brand or writing social copy? That single line often becomes your anchor.

Bios that build trust

Now, let’s talk bios. Your social media or website bio is often the first thing people check to find out who you are. It shouldn’t just say what you do—it should say why you matter.

Here’s an example:

Weak bio: "Owner of a skincare company in Los Angeles."

Strong bio: "Board-certified skincare expert creating confidence through results-driven treatments in LA."

See the difference? The second one says what they do, where and why it matters. It’s short, sharp and it gives you a reason to care.

In PR, we rewrite bios all the time because we know this: a media contact will decide in seconds if your client is credible and compelling based on that one line.

Descriptions that deliver

Brand descriptions come up in pitches, press releases, media kits and even social captions. So often, people bury the lead. Or worse—they get caught up in buzzwords.

Here’s what works:

Start with who you are.
Then, say what you do.
Add what makes you different.
Keep it under two lines.

Let’s say you’re representing a med spa. You could go with:

"Beauty Lounge is a San Diego-based medical spa led by award-winning nurse practitioner Shawnda Dorantes APRN, MSN, FNP-C, offering expert cosmetic dermatology and personalized care."

Short? Yes. But also full of credibility, clarity and personality. It tells a journalist why they should care…. and gives you a reusable line for media materials, interviews and captions, which is a plus!

One line, one opportunity

In a world where you might only get one shot to pitch a story or catch someone’s eye, that single sentence is your power move. The stronger and more intentional it is, the easier it is for PR pros, journalists and audiences to understand—and remember—your brand.

So next time you write a tagline, bio, or description, ask yourself:Does this make me stop and feel something? Or does it just fill space?

At BrandBomb PR, we believe in leading with clarity, not fluff. Because when your first line hits, the rest is just follow-through.