How To Write A Killer Tagline

How to create a good tagline?
That line below the header?

A good tagline will make you money.
If you try to get too sophisticated or try
something that makes you look smart or clever,
it won't work. Why? It's too confusing.

One company is called Local Honey.
I would think it's about a company
selling honey, maybe they even have a bee farm..
But their tagline is 'we do hair'

And that was smart.. Now I get it.
The tagline is clear and that's what makes money.

Now if your company name is obvious like Joe's Plumbing
instead of saying 'we do plumbing' you can say
'we're always on time' because that's important to customers
waiting for plumbers to show up. And that separates
you from your competition. You become known as reliable.

** Clarity Wins The Day
Your tagline should clearly say how you service customers.

Source: Donald Miller