This is NOT a tagline. It’s not a mission statement either. It shouldn’t contain words with lots of syllables (or heaven forbid, adjectives). It should say what you do, why you do it and who you do it for. For example, waxcoach.com is a do-it-yourself marketing and PR site for promoting products, services or books. I have found that spending hours writing these things is worthless. Develop your core message in frank, no bullshit terms. Having a clean, clear description of what you do will set you on a strong path for promotion in the coming year.