When I followed the advice of several marketing gurus to create a tagline, I really crafted it carefully. It read:
Vyer, LLC helps its clients realize valuable business opportunities through innovative and pragmatic use of information technology.
The feedback is in, and here's what it amounts to:
Your tagline sucks.
Now, when I review taglines, pitches, or whatever, I ask the question: as opposed to what? So here are the answers as far as my soon-to-be-abandoned tagline is concerned: realized as opposed to "identified" or "imagined;" valuable as opposed to "marginal," or "incidental"; business as opposed to "technical" or "geek candy"; opportunities as opposed to "systems" (I don't build those); innovative as opposed to "obvious" and "conventional"; " pragmatic as opposed to "easy to imagine, hard to do."
Still, I agree: the tagline sucks.