A good slogan:
- Tells your prospects the benefits you offer them.
- Shows how you position yourself versus your competitors.
- Makes your business memorable to prospective customers.
Action Steps
The best contacts and resources to help you get it done
Zero in on your key benefits
A great slogan tells potential customers what you can offer them that your competitors can't, whether it's powerful ideas, a high-quality product, or exceptional customer service. It's your "unique selling position." For example, "You're in good hands with Allstate" tells customers that Allstate provides bend-over-backwards service.I recommend: Identify your company's unique selling position with these tips.
Brainstorm slogan ideas
Holding a brainstorming session (by yourself or with colleagues) is a good way to generate slogans.I recommend: Get inspired by the most memorable slogans, collected by Wikiquote. Try mind-mapping to generate ideas. Totally at a loss? The Advertising Slogan Generator and The Sloganizer are meant for fun, but can jumpstart the brainstorming process. Enter a keyword in the field and the system will turn it into a (sometimes nonsensical) slogan.
Test it
Test your slogan with both current and prospective customers; if you test only with current customers, you won't learn how to create a slogan that converts prospects into customers.I recommend: Zoomerang lets you write a survey using its template and post it to your Web site or send it to your prospects via e-mail. You can also send your survey to a selection of Zoomerang's 2.5 million survey respondents. Or, if you have an e-mail newsletter or a blog, ask subscribers or visitors for feedback on your chosen slogan.
Tips & Tactics
Helpful advice for making the most of this Guide
- Look at your competitors' slogans to make sure you say something different.
- A witty slogan (if your business lends itself to it) is more memorable than a dead-serious one.
- Including your name in the slogan will ensure that people remember your business when they remember your slogan.
- Make your slogan work for you by putting it on your Web site, on your marketing materials, on your voicemail message, and in your ads.
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