Have you ever been in a room full of people where the most common question asked is “what do you do” and you desperately want to get your listener’s ear but don’t want to appear to be selling? You want to respond with a memorable catchy phrase that captures your listener’s attention, sets you apart from your competition, creates curiosity and leaves them hungry to learn more. Everyone needs a slogan or tagline that tells the “it” factor of your business and connects you with your product, service or company. Do people associate you with a slogan? Does that slogan paint a picture of who you are and what you can do for your clients’? If not, you’re probably being forgotten more than you’re being remembered. In fact, you’re likely leaving money on the table because you‘re living in the generic universe rather than the wonderful world of branding. Why settle for second place when first place is just a slogan away?
Everyone wants to be the first one considered when someone needs the product or service that you offer. It’s the easiest way you get more referrals and pure profit in your pocket. A slogan can earn big bucks for your business. Do you have one, and if not, why not?
Slogans typically take the form of either a link to something that people remember such as “a diamond is forever” which put the name DeBeers forefront in our minds, or it takes the form of a promise such as what FedEx says, “When it absolutely has to be there overnight.” Or it tugs on the heartstrings and elicits emotion such as Hallmark Cards with, “when you care enough to send the very best”. It can also address the security issue that people consider, when Michelin tires uses their slogan, “because so much is riding on your tires” or the promise of feeling protected, which is what Allstate does with their slogan, “You’re in good hands with Allstate.”
Humor is also a great way to deliver a tagline such as the one I developed for my client that creates edible gardens instead of just landscapes. They tell people, “You can have your garden and eat it too” For the entrepreneur who sells jewelry, telling clients that she takes the “chaching out of the bling” makes her stand out from everyone else who also does that. It uses humor and is certainly memorable. Your slogan needs to fit you because it is the way you are identified with your brand.
Slogans should be “sticky” so they attach with you and your brand. They should also be short, memorable, upbeat and easy to repeat. A slogan or tagline can be as short as three single words like Nike “just do it” or one or two sentences. It is not the length that’s important. It’s about having a ring rhythm that people remember. Take this simple test. Who is the “King of Beers” … Budweiser of course? “When you need a good neighbor, (who) is there? State Farm is there. Something as simple as just the right slogan can have your phone ringing off the hook with new customers and referrals from old ones. Remember, you’re only two minutes and two people from your next referral. So, capture them with a great slogan and watch your business boom.
Rhonda L Sher: The Sloganator Rhonda L Sher was born talking. She fell in love with words as a child and has never stopped communicating since. Her father once commented that she was vaccinated with a phonograph needle. Not only has Rhonda inherited her father's humor, but it's that quick wit that has become the signature that has helped propel her clients to stardom.Acclaimed Keynote and workshop leader, Rhonda has authored two books, "The 2 Minute Networker" and "The ABC's of LinkedIn," "Get LinkedIn or Get Left Out" as well as numerous action guides, articles, workbooks, jingles and corporate slogans.
In addition to writing, Rhonda uses her gift of gab as a featured keynote speaker, consultant and corporate trainer throughout North America. She has successfully taught hundreds of business men and women on the art of business networking and written hundreds of elevator pitches and slogans.Rhonda's greatest talent lies in her ability to create fabulously catchy slogans that are memorable, upbeat, easy to repeat and create instant brand identification. In addition to the books, audio and video, Rhonda creates slogans and taglines for her clients which are memorable, bring them business and make them, money. She works with you to create a corporate slogan for your business that sets you apart from your competition. Her creativity and energy will tap into your customer's mind and have your phone ringing off the hook with new business.
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