My clients are always asking how I can up with great slogans. The secret is very simple, have a clear idea of who your key market is and what they want. That’s the ground of being for your business, your reason for existing.
Do Your Homework
Once you know exactly who and how you serve them, the slogan almost writes itself. Remember I said almost, next you have to sit down and write about hundred slogans. Try not to judge or fix any of them as you are writing them down, just get as many written down as possible.
Walk Away
Wait at least 24 hours and look at them again (with fresh eyes). Now, pick out the ones that really sound good. The ones that convey the main benefit of using your product or service. And also the extra quality I call rhythm (it sounds good to the ear). Most good slogans are very short, because you want to quickly get the readers attention. And its easier to remember when its very short.
The Art Is In The Details
At this point I’ll settle on about half a dozen slogans to start improving on. Improving a slogan involves fine tuning it, adding a word or even a letter here and there. Or you may need to subtract a word or a letter. Remember a good slogan can help you get a great deal of customers so take some time developing it.
Logo VS Slogan
Your logo, in my opinion is not as important as the slogan. A picture is not worth a thousand words. People will remember and act on a good slogan, but a logo takes time to really make an impression. But I see so many businesses who have nice logos without slogans.
Test, Test, Test
The next step is to take your new slogan out for a ride, show it to a few people and get some feedback. Compare it to the competition and get a feel for how the market will react to it. After doing all this work on it you’ll know when you’ve hit on the right slogan, something just clicks.
Creating a good slogan is hard work, but it’s also fun. A good slogan can last for decades and help make a business very successful. Just remember to use it everywhere, on your logo, website, letterhead and business cards.
