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How to create Taglines & Slogans
A Slogan SHOULD:1. Be memorable
2. Recall the brand name
3. Include a key benefit
4. Differentiate the brand
5. Impart positive feelings for the brand
6. Reflect the brand's personality
7. Be strategic
8. Be campaignable
9. Be competitive
10. Be original
11. Be simple
12. Be neat
13. Be believable
14. Help in ordering the brand
A Slogan Should NOT:
15. Be in current use by others
16. Be bland, generic or hackneyed
17. Prompt a sarcastic or negative response
18. Be pretentious
19. Be negative
20. Be corporate waffle
21. Make you say "So what?" or "Ho-hum"
22. Make you say "Oh yeah??"
23. Be meaningless
24. Be complicated or clumsy
- The Art and Science of the Advertising Slogan
I would say that the "Should NOTS" are more important than "Shoulds." Its better to have no slogan than to have a slogan that is generic/stupid/boring.
Creating Irresistible Offers
Anyways, Mark Joyner had sent me a copy of his new book "The Irresistible Offer." Imho, the book is quite good. It has a lot of lists that help in brainstorming. But the best part is the 4 questions he shares. Answer these 4 questions and you'll end up with a powerful tagline. And a powerful offer.
He deconstructs the most famous tagline of all time: Fresh hot pizza in 30 minutes or its free. Why does it work? How can you create a similar powerful tagline yourself? He lays down a system for creating powerful offers.
Its well worth the odd $15 it costs on amazon.com
Warren Buffet's Two Rules
Coincidentally, Warren Buffet also teaches how powerful offers can be created:
Read how young Warren started in business
(written by me on master marketer David Frey's forum a few months back.)
Action Summary:
- Create a powerful offer by following Warren Buffet's two rules.
- If and only if you can convey the offer in one sentence, then create a slogan or a tagline. Or else, forget having a tagline.
Email Post to a friendPosted on 9/24/2005 | Permalink | |
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