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What is a Slogan

Advertising slogans are short and catchy phrases that companies use to persuade people to buy their products or services.

While some slogans are simply annoying – in Italy, when TV commercials come on, you often feel like throwing things at them – others have become iconic and recognized worldwide, usually belonging to brands that have made history in the global economy.

Companies often spend a lot of time and money developing an effective slogan.

An advertising slogan should be simple, easy to remember, and relate to the product or service being advertised, especially focusing on the benefits that such a product or service can offer to the market.

If done well, a slogan can help build brand loyalty and encourage customers to come back repeatedly (provided, of course, that the product delivers on its promises… I know it’s obvious, but it’s always better to reiterate it).

In this blog post, we will analyze a step-by-step process on how to find a clever slogan for your business.

How to Make a Slogan

Forget those iconic slogans like “Just Do It” from Nike or “I’m lovin’ it” from McDonald’s (which is more of a jingle than a slogan, but now it’s associated as McDonald’s slogan).

If you’re a startup or just started your business, you can’t afford short slogans as if the audience already knows you.

The market doesn’t know you and needs to understand who you are, what you do, and why choose you over your competitors.

If you created a new line of sports shoes and your slogan was “Just Do It”, nobody would understand.

But associating it with Nike, which is famously the brand of sports victory, everyone understands that “Just Do It” refers to the values of victory and the belief that anyone can win, they just have to try and believe.

So, how to create an effective slogan for a new business?

Let’s start with an assumption.

When people don’t know you and don’t know how you work, they only want to know two things about you: how your product or service can improve their life or work and how quickly it can do it.

So to find your slogan, you can follow this three-step process.

Step 1: Identify the Driver

The driver is the beginning part of the slogan and it’s also the most crucial because it represents what your target customer wants to improve.

Here, you need to look at the differentiating idea you’ve created in the dedicated blog post: what aspect do your customers want to improve in their life or work above all else?

They might want to attract more customers to their business, increase the security of their home and family, learn a new skill, lose weight, have the vacation of their life, and so on.

There are countless desires and problems, and your product or service should only solve one (preferably the most urgent for your target customer, based on which you’ve built your differentiating idea).

Step 2: Positive Change

After identifying the driver, in the second part of the slogan, you should communicate how you will change it for the better for the customer.

Typically, this positive change is represented by one of these three words:

  • More
  • Less
  • Eliminate

For example:

  • How to attract more customers
  • How to eliminate back problems
  • How to have fewer failures in life
  • How to lose weight
  • How to increase muscle mass

And so on.

Step 3: Timing

In the third and final part of the slogan, you’ll express the time needed to achieve the positive change in the driver you’ve promised.

This is crucial, so be careful.

Never make unrealistic promises about how quickly the positive change can happen.

If your product or service can indeed bring about rapid changes, then congratulations.

Otherwise, provide honest and believable timelines.

For instance, claiming, “This is the first fat loss system in two days!” isn’t realistic and will likely be seen as a scam or, worse, as an illegal drug, since it’s impossible to lose fat naturally in such a short period without questionable substances.

You’ll notice that many online scammers have slogans with significantly short periods – compared to the time usually taken by competitors – like “Start an ecommerce with zero cost and no experience, and earn $10,000 a month in 60 days!”

Classic zero-cost e-commerce scam advertisement
Classic scam advertisement for a zero-cost e-commerce, promising the potential to earn thousands of dollars per month in a short time, which is not possibile.
Source: ChatGPT.

These are good scams that authorities often overlook, but fortunately, people – after being duped and giving away thousands of dollars to these fraudsters – no longer believe.

Therefore, it’s important to pay special attention to timing.

It’s better to present longer but truthful timelines than shorter but obviously false ones because people won’t believe you, and you’ll undermine your business before you even sell a single unit of your product or service.

Examples of Famous Company Slogans

  • FedEx: “When it absolutely, positively has to be there overnight” – This slogan promises fast and reliable deliveries within a specific timeframe (overnight).
  • Domino’s Pizza: “You get fresh, hot pizza delivered to your door in 30 minutes or less – or it’s free.” – This is a classic example of a promise (fresh and hot pizza) with a precise timing (30 minutes or less), also adding a guarantee.
  • McDonald’s: “In 60 seconds or less” – Used to promote McDonald’s fast service, this slogan promises quick service (in 60 seconds or less).
  • Amazon Prime: “Get Today’s Deals, Lightning Fast” – An expression combining the promise of daily special deals with fast delivery.
  • UPS: “What can brown do for you today?” – This UPS slogan highlights the service they can offer “today,” emphasizing speed and efficiency.

These slogans are effective because they combine a promise with clear timing, creating precise expectations for the customer.

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