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Ah,
The Mighty, Mighty Slogan Says It All.
As I was admiring the fancy logos, nice design layouts and slogans…I couldn’t help but to recognize the importance of the corporate slogan as a “one liner” of information and business description. But before we go any further let’s clarify what a slogan is… A slogan is a phrase expressing the aims or nature of an enterprise, organization, or candidate; a motto. Perfect definition! Webster's Revised Unabridged Dictionary does it again. If
a slogan is a phrase expressing the aims or nature of the organization,
how come I did not understand the nature of many of the businesses
printed on those business cards at the graphic designer office? I read many inspirational and uplifting phrases in those business cards and sales kits. Such as “ We can help you achieve it all”, “Solutions”, “High Quality Service” or “Producing Results” (see image above.) They were all good but didn’t say much about the business they represented. You can rely on your business name to help you say what you do -- such as X, Y and Z Civil Engineers or Hilton Hotels. These names are good and easy to understand. Then a good slogan should serve as a reinforcement of what the business does best. For example, Celebrity Cruises “A True Departure” vacations, or Leap Frog Toys “Learn Something New Everyday” educational toys. You can tell I’m a daddy, look at what’s on my mind, toys for my girl and a vacation from my girl… What I’m trying to say is that if your company does not do a traditional service or product like CPA or a carpenter would, you need to make sure that you are able to describe your business in your slogan -- in a way that it is easy to understand and that anybody who reads it, prospect or not, knows, in general, what you do and how you do it best. That’s all. Our company needs help in this area. “Loop Consulting Group”, by itself, does not say much about what we do. But our slogan “Enewsletter Marketing For Results” helps shed some light into what we do, which is enewsletters marketing for results! See what I mean? I believe that the best way to determine what your slogan should say is to ask yourself the following two questions: Who is my client? Picture your ideal client in detail. What type of job does he/she do? What are some of their business problems and how can you solve them? Or ask yourself, how can you make them more money, save them time or make their life simpler? The answers will lead you a good slogan. An example, let’s say you are a golf instructor and your prospects are beginner golfers. Your business name should be something like T.J. Lowstroke Pro Golf Instructor (what? no pun intended, that’s golf talk). And your slogan should be something like “Turning New Golfers Into Players”. What does T.J. do? Teaches golf and his main benefit is that he shows you how to become a competent golf player…simple, effective and easily understood. And better yet, T.J. publishes enewsletter that follows up with golf tips for beginners, helping his slogan get branded and his business grow. What do I sell? Focus on the benefits of your service or product. The ice cream man, in his ice cream truck, sells more than ice cream… He sells refreshment, a delicious indulgence, a reward and the convenience of not having to go to the supermarket. See what I mean? Not to mention delicious coke floats that will have me chase after him for half a block…I swear sometimes, I think he sees me and doesn’t stop.
I found this free PDF document of the web that does a good job of helping anyone develop a new slogan or improve on their existing one. For more info click here. Send
me your slogan and I’ll review it free of charge? Click
here to send it to me. Marcos and group, making enewsletters that carry your slogan! P.S.
Did you like this article? Show me some love and feedback, ‘Rate
It’ using the form in the left hand column. |
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To Britto Central-USA and neo pop artist Romero Britto on their successful launch of “Inside Britto” their enewsletter. Romero Britto’s work is often compared to Picasso, Lichtenstein, Miro, and Klee. Britto simultaneously creates, captures, defines and interprets the very essence of the Pop sensibility. Some of Britto owners include Gov. Arnold Schwarzenegger, Gloria Stefan and corporate owners like Absolute Vodka and Pepsi Co. To see “Inside Britto” click here. |
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| Kudos
Here are some of the comments we received from last months Emi issue on 3 Ways To Help You Build A Great Brand… “I
love your newsletter, something to really sink one's teeth into
as your picture for October suggests.” -------------------------------------------- Thank
you guys for your valuable feedback! |
Loop Consulting Group helps businesses use eNewsletters to achieve their marketing, sales and communications goals successfully. Loop Consulting Group PO BOX 227335 Miami, FL 33122 P: 305.505.5393 Past
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