Anyone can write a business slogan. It takes skill and information to write a good one though. This eBook gives you the information and steps you need to be able to write a business slogan that makes people want to know more.

Your business slogan is the second thing people see. The first is your business name and logo, which should be designed in such a way that they are percieved as one object or one thought, not two separate things. The business slogan is second, and is a critical element in helping your products sell.

You can have the best product in the world. Your website can provide a wonderful service, and your product may be simple to purchase, but if no one gets past the slogan, it may never sell.

Its all about selling. Whether you have information, products, services, or philosophy to share with the world, you still have to sell it. The internet has opened up the world to every single person who wants to tell people something. It is a highly competitive arena. You have about 5 seconds after your page appears, or after someone sees an ad you are running, to persuade them that you have what they want, and it is worth reading further.

Five seconds is not much time. Your slogan needs to be short, direct, and loaded with meaning.

1. Use Power Words. Power Words are words that you may have seen over and over in ads. You might think that it makes your product sound too commercial, or that the words sound trite, overused, or insincere. But power words get used so much because they work. Here are some examples:

• Success
• Blowout
• Innovative
• New!
• Solution

Good Power Words will give an impression of something desirable, along with the meaning of the word. Combining them in creative ways helps to give it a fresh feel, and using a Thesaurus to make your meaning more clear can really help. A Thesaurus is also good for taking a word that is technically correct for what you sell, but has the wrong feel for your market, and giving you an alternative that targets your customer better.

An example:

If you are selling shoes, and your most important feature is comfort, you could use a slogan like:

Superior Comfort for Happy Feet

If you are targeting seniors, middle aged, or even young adults who work on their feet, this might work well. However, if you are also trying to reach people with a fashionable shoe that is also comfortable, your focus would be different:

Finally! Fashion that Feels Good!

Both of these slogans appeal to people on an emotional level. Which leads us to point two.

2. Appeal to emotions. That does not mean that you use dishonest or underhanded advertising methods. What it does mean is this:

A customer has needs. They feel overwhelmed by those needs. If your advertisement indicates that one of their needs will be met, on an emotional level, they wil purchase. This means that you have to identify the actual product from the customer's point of view beforeyou can successfully appeal to their emotional need.

Here are some examples:

If you drill wells, your product is not a well. Your product is water, because that is what the customer gets out of it. Water is essential to life, therefore, you sell life! You may also be selling health.

Clean, Fresh Water, For Life.

That slogan uses imagery, clean and fresh, and the words, "For Life" have a double meaning if a guarantee is offered.

If you sell computers, your product is usually convenience, power, or wealth. Because a computer is a tool that people use for that purpose. It may also be appearance, if you market a trendy computer.

Maximum Power Helps You Work Smarter

These words suggest the best, and flatters the intelligence of the buyer. They also offer a solution to someone who feels too busy, the words, "Helps You" personalize the message.

Someone selling makeup is not selling powder and creme, they are selling beauty, popularity, love, and happiness, because that is the emotional need that impells someone to purchase makeup.

Because Beauty is Not Just Skin Deep

This slogan is abstract, but makeup is a highly competitive field, and a somewhat trendy one. This slogan implies that the person is already beautiful inside, and that the makeup just helps them look it. It is subtly flattering, while offering a promise of more.

3. Make it Personal

Businesses that are perceived as understanding of individuality do better than ones that expect people to fit into a cookie cutter mold. Use of the word "you" can be potent, but it can also be overdone. If you imply that everyone feels the same, and not many actually do, it can hurt your business. Compare:

"Because you want the best"

with

"Because you deserve the best"

Both of these phrases are not new ones in marketing. The first one implies that you know what the other person is thinking. It also implies vanity on the part of the person, and may be unconsciously offensive to some people. The second one is more flattering, and suggests that the seller has an opinion of the worth of another person, not the vanity of the other person.

I am not suggesting using either of these phrases necessarily, just trying to illustrate how making something personal can work for you, or against you, depending on how it is perceived by your target audience. Slogans that appeal to the natural good desires in a person will generally be more effective than ones that assume vanity in a way that is blatant.

4. Implications can be more important than statements.

If you imply something in an abstract way, that can be more important than saying it if it involves issues that one cannot generally vouch for oneself. Trust, reliability, personal attention, and integrity are things that no one believes if you say, "Honest and reliable service." So using words that imply that indirectly can be much more effective than stating it outright.

"Serving the area for 26 years"

That implies a good enough reputation to last that long. It is harder for new businesses, but important to choose words that imply rather than openly state qualities that people depend upon in fields of work that require high levels of dependability.

5. Avoid Hype.

Yes, we did just say that you should use power words, but if you use too many, you sound insincere. Keep the hype down, and make your statements factual and keep them straightforward. Compare:

"Own Your Own Money Making Machine!"

With:

"A Real Home Business That Really Works"

Who are you gonna trust?

Summing Up

Why do people want what you have? Answer that question, and form your slogan around the answer.

Those few power words should be full of meaning, but easy to understand, personal to the reader, and easy to remember. They should give a good overall idea of what else you will have for them if they continue to read. They do not need to list every product that you sell, the overall concept of the slogan, and the impression of trust or reliability can be as important as the mention of the product.

Choose the words carefully, and for the most part, keep them fresh and contemporary. Change your slogan only as often as needed to effectively sell your product. If it continues to work, do not change it.

Your slogan is the second most important impression that people will judge your business by. If you are not sure you can give it the impact it needs, then hire a professional to assist you. A good slogan will pay for itself many times over.

http://www.adventuretech.us/ - Affordable website design and small business graphic design services.