Writing a memorable and winning slogan requires a lot of work. If you are not a professional copywriter, don’t bother doing this task or you will mess things up. You are better off outsourcing copywriting of any type to a professional copywriter. But, if you decide to give it a try, you can take advantage of the tips provided in this post.
Tip #1: Use One Sentence to Describe Your Brand
Think of the value proposition of the brand which is a concise description that unambiguously outlines the benefit that the brand offers. The value proposition also states who the benefit is intended for, and the uniqueness as well as the quality of the benefit.
The value proposition is not the slogan, but it helps the copywriter to narrow down the benefits and uniqueness of the brand and its offers in a clear and quick manner. Subsequently, the writer would gain insight into which angle to direct the slogan. Use as few words as possible to describe the brand. While this can be a difficult task, it will help you think outside the box and focus on what is important and relevant.
Tip #2: Figure Out the Story from Your Value Proposition
At this point, you are already familiar with the brand’s history. Also, you have been able to outline its value proposition engagingly and quickly. So, you have penned down a couple of rough taglines. When trying to figure out the story, companies and brands are not just helpful sources, but actual stories also. Books and movies are also helpful.
So, when you find the brand’s story with the information you’ve generated, you can come up with a teaser that will stick in the minds of people and engage them in an irresistible manner.
Tip #3: Keep It Expressive
For your slogan to be effective, it should be expressive but with few words. You should momentarily step into the shoes of the target audience. Do you think the slogan will entice you if you are a customer? Will people remember your slogan either consciously or unconsciously?
Your slogan should put the brand in a position that can motivate people to take action. Take a cue from Nike’s evergreen simple but actionable slogan: ”Just Do it”. It is concise, motivating and memorable.
Tip #4: Keep It Memorable
When crafting a slogan, you should integrate rhythm, rhyme, and brevity. A rhythmic slogan is easy to remember. However, ensure you do not lose touch with the main message of the slogan when sounding poetic with your slogan. A good example of a slogan with rhyme is “The quilted quicker picker-upper” by Bounty.
Finally, keep your slogan short and ensure it will deliver what it promises.
Daven Michaels is a New York Times Best Selling Author and CEO of premiere global outsourcing company, 123Employee. The company employs hundreds of young bright individuals on three continents. His International event, Beyond Marketing Live! Inspires entrepreneurs to build & grow their business with revolutionary new theories and systems allowing them to design the business and personal lifestyle of their dreams.
Fantastic blog! Do you have any tips and hints for aspiring writers? I’m hoping to start my own website soon but I’m a little lost on everything. Would you propose starting with a free platform like WordPress or go for a paid option? There are so many choices out there that I’m completely overwhelmed… Any ideas? Kudos!
Judy Goss says: 
How to Write a Winning Slogan
Writing a memorable and winning slogan requires a lot of work. If you are not a professional copywriter, don’t bother doing this task or you will mess things up. You are better off outsourcing copywriting of any type to a professional copywriter. But, if you decide to give it a try, you can take advantage of the tips provided in this post.
Tip #1: Use One Sentence to Describe Your Brand
Think of the value proposition of the brand which is a concise description that unambiguously outlines the benefit that the brand offers. The value proposition also states who the benefit is intended for, and the uniqueness as well as the quality of the benefit.
The value proposition is not the slogan, but it helps the copywriter to narrow down the benefits and uniqueness of the brand and its offers in a clear and quick manner. Subsequently, the writer would gain insight into which angle to direct the slogan. Use as few words as possible to describe the brand. While this can be a difficult task, it will help you think outside the box and focus on what is important and relevant.
Tip #2: Figure Out the Story from Your Value Proposition
At this point, you are already familiar with the brand’s history. Also, you have been able to outline its value proposition engagingly and quickly. So, you have penned down a couple of rough taglines. When trying to figure out the story, companies and brands are not just helpful sources, but actual stories also. Books and movies are also helpful.
So, when you find the brand’s story with the information you’ve generated, you can come up with a teaser that will stick in the minds of people and engage them in an irresistible manner.
Tip #3: Keep It Expressive
For your slogan to be effective, it should be expressive but with few words. You should momentarily step into the shoes of the target audience. Do you think the slogan will entice you if you are a customer? Will people remember your slogan either consciously or unconsciously?
Your slogan should put the brand in a position that can motivate people to take action. Take a cue from Nike’s evergreen simple but actionable slogan: ”Just Do it”. It is concise, motivating and memorable.
Tip #4: Keep It Memorable
When crafting a slogan, you should integrate rhythm, rhyme, and brevity. A rhythmic slogan is easy to remember. However, ensure you do not lose touch with the main message of the slogan when sounding poetic with your slogan. A good example of a slogan with rhyme is “The quilted quicker picker-upper” by Bounty.
Finally, keep your slogan short and ensure it will deliver what it promises.
Daven Michaels is a New York Times Best Selling Author and CEO of premiere global outsourcing company, 123Employee. The company employs hundreds of young bright individuals on three continents. His International event, Beyond Marketing Live! Inspires entrepreneurs to build & grow their business with revolutionary new theories and systems allowing them to design the business and personal lifestyle of their dreams.
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