Be short, sweet and to the point
When I think about advertising I think of the classics. You know the “Have it Your Way”’s or the “Be All that You Can Be”’s. The cause of success for these campaign slogans can be found both in the creative inspiration and the wording. Every brand needs to position itself in the mind of the target market as the solution to a need. But the challenge is establishing this quickly and memorably.
In the two previous examples you can see that the first place to start is by looking at your consumers’ needs and discontentment’s.
Burger King unleashed “Have it Your Way” during a time when Mcdonalds and almost all other fast food venues only offered standardized menu options. This gave Burger King the inspiration to tell the public that at their establishment they could hold the pickle and onions if they wanted to.
The success of this idea not only forced their competitors to change their policies, it also brought about a change in the way the consumer looked at Burger King. And thus, a burger joint with an imperial name had become the people’s champion.
So now look at your own consumers. What is it they feel is missing from your competitors? What happens if they don’t get your solution to a problem? Where would they be buying the product? For whom would they be buying the product? What perceived or real benefit does your product have?
Next put out a piece of paper and number it vertically 5, 3, 2, 6, 4, 1. Based on the answers to the above questions come up with a brief embodiment of the essence of your answers. The numbers represent the amount of words you can use for each phrase or slogan.
The possibilities are endless; you can create a list for each answer, or simply do one list as a collective of all of the answers. The more the better.
Try to make this part as fluid as possible with no going back and editing anything. Chances are you won’t actually use any of the ideas that come up, but they will act as a catalyst for creative thought and will lead to your own masterful slogan.
Author bio: Sam Zargari is head copywriter at Zed Collective, and has over 15 years in sales and advertising experience.