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Information is coming
at us from all directions nowadays. This pace requires us to demand that
we receive it fast and predigested in order to inch ahead of the game.
This also requires a new filing system method for storing the bites and
bytes.
In this article, we
will go into greater details on:
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Why slogans are
important in today’s society fast-pace information systems.
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What is a
slogan?
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Learn the six
major types of slogans.
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The many uses
for slogans.
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Seven ways to
make slogans memorable.
First, lets create a
clear definition for a slogan. A slogan is a noun, usually repeated and
persuasive that creates a memorable catch phrase, motto, or jingle, that
expresses a particular aim or concept. A concept that you want to stick
in your audience’s mind like glue to paper.
Second, what makes a
slogan memorable? Brevity is first in line – normally 10 words or less.
Rhythm is the only exception to brevity. Rhythm is easier to create if
there is an association to the receiver’s past – like a particular jingle
on TV during their teen years for those now in their 50s. I still hold
one from a TV ad long ago, “Winston tastes good like a cigarette should.”
And I never smoked.
An additional method is
through repetition or language vividness. More on this later.
Third, what are the
benefits for using slogans? Brevity, as mentioned earlier, meets the
requirements of today’s fast pace. Slogans also influence decisions,
persuade, and add credibility. Our brains are like filing cabinets. A
slogan makes it easier to file and pull when needed. For NLPers, neuro-linguistic
programming, slogans create anchors. When people repeat the slogan, then
consider it filed.
There are five
major slogan types:
(1) A feature -- a uniqueness or
difference between a substance, product or object. Ex: “Write an ebook
in 7 days.”
(2) A benefit – a result that someone receives. Remember, this saves you
[time or money].
(3) A question – thought-provoking methods. “How would you like to be a
millionaire in three years?”
(4) A challenge – a dare. Ex – the Marines, “We are only looking for a
few good men.”
(5) A structure – a design or collection put together for a single
purpose. Ex: “The Abundance Center holds all the information you will
ever need to know on abundance.”
There are seven ways to
make a slogan memorable:
(1) Make it exciting
(2) Be boastful or exaggerated
(3) Self-referencing
(4) Metaphorical, playful or humorous
(5) Inspirational or uplifting
(6) To trigger painful memories or possibilities
(7) Use of vivid or freshful language
Okay, the basics are
out of the way. Yet to come: How to use slogans in your personal life,
career, and business. Including examples for re-enforcement.
Create Life Slogans
Life slogans help
energize goals, dreams, and even change beliefs. One of my favorite
slogans gets me jumping out of bed every morning (benefit,
self-referencing): “Everyday begins as a clean new slate, I am free to
choose what gets written there.” Is there a slogan that swirls around in
your head in the morning? Share it with others -- write a poem or create
a story about it.
Playtime: Create a
life slogan, two or three, that get you hopping. Try them out for a day
or two. Measure their energy from 1-10 (10 being highest). Share and ask
for feedback.
Do you have children?
Create positive slogans that rhythm and trigger action. I don’t recommend
negative slogans like, “Last one in, is a rotten egg.” Create positive
slogans, “First one in, gets a hug (rhythm and action). This slogan is a
little too cute, yet it makes my point.
Create Career Slogans
Do you belong to
Toastmasters or give presentations? Use slogans for the title, then
repeat it in your content along with its meaning, and as the last line.
Watch how many mention its affects afterwards. Create a new one for each
speech.
Create interview
slogans. Ones that help them remember you. Know the company’s slogan.
Create a slogan that builds on you’re your features and benefits of why
they need to hire you. Use it during the interview. You can create one
that can use one or two of the different types: self-referencing,
metaphorical or inspirational.
Slogans are powerful
enough that people, like comedians and actors, have developed entire
careers around them. You don’t need to be famous to start. Slogans can
even become book titles later on.
Business Slogans
In business, slogans
are usable for self-introductions, prospective presentations, on web
sites, in e-mail signatures, and even speaking engagements.
Example: You are a
coach giving a presentation for a contract with a company for life
coaching or business coaching. Create a slogan for a process or concept
on what applications you will be using. Or give the process an acronym,
like S.T.O.P. [something]. Let the acronym be the start of the slogan.
Create one for your complimentary sessions. You can also create a
slogan to share each week with your clients.
Be creative, use a
slogan in each of your sales and marketing processes, change them
frequently if you need to. Sold a contract a year ago with one slogan,
create another, and sell them another contract this year.
Use slogans in article
titles, ebooks or books. Sometimes a slogan takes off and becomes so
memorable it becomes the brand for a company. Coke Cola with the slogan,
“The real thing,” took themselves to first place in the marketplace with
these three words. Everything afterwards just wasn’t the real thing.
Creating a Slogan
Where do you start to
build slogan’s? Re-read any of your notes or material. Highlight phrases
that contain high energy. Do you lead teleclasses, like I do? Ask
participants at the end of each call for two or three words of what they
are taking away. Whatever they provide was memorable for them. Hear it
multiple times, those are sure slogans. This also applies to pilot
programs you might give. Ask for feedback, they are usually built in
slogans.
Ask, “What do I want
people to remember about [me][my company]?” KISS it – keep it simple and
short. That is possibly a slogan.
Next, ask, “What do I
want them to do?” This is another type of slogan. Yellow pages had a
great one for years, “Let your fingers do the walking.”
Another way to create a
slogan is to take two phrases that have parallel construction and place
them together with a comma. Ex: Prizefighter Ali, “Float like a
butterfly, sting like a bee.”
Rhyme helps create
memorable. Read poetry for triggers or language that influences or
inspires.
Ask friends for help.
Make it a game at a meal event. Ask clients too on feedback as to what
makes you memorable to them. They always keep it short.
Be playful when
creating slogans. Keep take of them too in your business journal or in a
slogan file on your computer. Add and use them frequently. Encourage
others to do the same. Success attracts success. Share it and it will,
“Always attract back everything you need.” |
