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Resource Center » 34 Ways to Write a Slogan

Sometimes it's difficult to write a slogan, but you can start your process by taking a look at what others have done over the past century.

1.) Keep it Short
The average slogan length is five words. Try to boil down the entire essence of the product or service into one prevailing statement.

2.) Don’t Use the Brand Name
Due to high advertising expenses, it's best to use every word of the slogan to make an impact.

3.) Use Simple Language
High-tech industries know that the common individual will not understand all the technical terms!

4.) Set the Tone
Declarative structuring makes a statement! Here's a good example: “A diamond is forever.” Also, interrogatives question the status quo. How about this: “Got milk?”

5.) Command Attention
Use imperative phrasing; this method commands or persuades buyers to patronize your brand.

6.) State the Difference
“Have it your way.” Burger King revolutionized the standard in fast food ordering and caused competitors to follow suit.

7.) Rethink Spelling
Many famous companies utilize the letters in their corporate/brand name and purposely use those same letters throughout the phrase.

8.) Improper Grammar
The phrase “Don’t just book it, Thomas Cook it” turned the cruise line name into a verb.

9.) Rhetoric Sells
Many slogans use alliteration, metaphor, repetition, or another type of word play.

10.) Make-Up Your Own Words
Inventing new words can set your slogan apart.

11.) Verbal Impression
Go out on a limb when you only have a few words to make the statement. Smarties used “WotalotIgot!”

12.) Find a Unique Facet
First, make a list of your product's advantages. Then, note one or two things you have to offer over the competition and create a slogan that emphasizes it.

13.) Think Green
With environmental issues at the forefront, aim for a slogan that assures the consumer a purchase with low impact on the planet.

14.) Target a Concern
Focus on current concerns relevant to your product and use language that gets consumer attention.

15.) State your Commitment
Look at the reviews for the top ten in your industry and prove why your rating should be number one.

16.) Identify Emotionally
Eliciting an emotional response is important to solicit customers, whether it's funny or serious.

17.) Revisit Past Slogans
Take an outdated and well-remembered phrase and change a word to apply to the specific product or service to your company.

18.) Paint a Word Picture
The prevailing method of media now lies on the Internet, so clearly spell out everything for your clients and make it easier for them to visualize.

19.) Link Your Logo
Take the name(s) of the items/symbols in your logo and use those in your slogan or your logo products.

20.) Use Anthropomorphism
Apply human or animal characteristics to your product or service.

21.) Tie Company Name to a Famous Saying
Make the name match the goal or product offered.

22.) Be Whimsical
Try coming up with silly or amusing words to describe your company’s theme.

23.) Consider the Competition
Look at all your competitors' ads and search for missing details that you can offer the consumer.

24.) Use Opposites
If you offer a smaller product than your competition, try to “Think small.”

25.) Compare and Contrast
Use this method to cite the risks of failing to use your product or service.

26.) Break the Mold
If competitor ads tend to state the same thing, take a fresh approach in finding the right words.

27.) Promise Something
When your product has something the others do not (such as an unconditional money-back guarantee), be sure to express that as the heart of the slogan.

28.) Focus on the Consumer
Approaching consumers with their best interests at heart goes further than touting your advantages.

29.) Use Sex-Appeal
Many companies, from cars to food, use this method to gain consumer attention. Try working it into your slogan.

30.) Forget the Hype
Avoid overblown claims and unsupported superlatives; no one believes them!

31.) Be Universal
Consider markets in other countries and try to reach a broad audience.

32.) Proof It
If current or near-future trends can affect your sales, then you may want to think about a slogan that will be successful in a variety of economies.

33.) Prove It
Truthfully citing your satisfied customers offers security to others that deal with your company.

34.) Test It
Try your slogan out on co-workers, family, and friends. Going out on the streets to interview potential customers gives you an idea of what consumers really think.

Article By Jill Tooley
Jill Tooley

Jill has been obsessed with words since her fingers could turn the pages of a book. She’s a hopeless bibliophile who recently purchased a Kindle after almost 6 years of radical opposition, and she loves stumbling upon new music on Pandora. Random interests include (but are not limited to) bookstores, movie memorabilia, and adorable rodents. In addition to managing the QLP blog, Jill also manages the content development team, assists with the company’s social media accounts, and writes like a fiend whenever given the chance. You can connect with Jill on Google+.

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