Tag lines – they should follow the same rules as elsewhere in your presentation. “Don’t tell me about your lawn fertilizer, tell me about my lawn.”
Bad tagline: “All inPlay – Multiplayer online video games for the visually impaired and their friends & family.” – This emphasizes FEATURES. Why do we care that these are multiplayer online games?
Good one: “All inPlay – Allowing the visually impaired to play and interact with their friends and family unhandicapped and as equals.” – This emphasizes the benefits making it clear to anyone why this company is valuable.