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A Company Catchphrase: Creating a Motto or Slogan That Promotes Your Business

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  • Marcia Yudkin
    A Free-Reprint Article Written by: Marcia Yudkin Article Title: A Company Catchphrase: Creating a Motto or Slogan That Promotes Your Business See TERMS OF
    Message 1 of 1 , Feb 2, 2010
      A Free-Reprint Article Written by: Marcia Yudkin

      Article Title:
      A Company Catchphrase: Creating a Motto or Slogan That Promotes Your Business

      See TERMS OF REPRINT to the end of the article.

      Article Description:
      Catchphrases, mottoes and slogans truly influence customers,
      and that's why you want one for your own company. In just
      three steps, here's how to make one up for your company.

      Additional Article Information:

      608 Words; formatted to 65 Characters per Line
      Distribution Date and Time: 2010-02-02 10:00:00

      Written By: Marcia Yudkin
      Copyright: 2010
      Contact Email: mailto:marcia@...

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      A Company Catchphrase: Creating a Motto or Slogan That Promotes Your Business
      Copyright (c) 2010 Marcia Yudkin
      Creative Marketing Solutions

      "Reach out and touch someone."

      "The ultimate driving machine."

      "Finger lickin' good."

      Chances are, you not only know immediately that those slogans
      come from AT&T, BMW and KFC, in that order. Those catchphrases
      may also very well have persuaded someone you know to place more
      long-distance calls, purchase a particular brand of car and
      decide where to stop for supper.

      Such slogans truly influence customers, and that's why you want
      one for your own company.

      First, Make Them Up

      Begin by brainstorming a lot of words related to your business -
      at least 50 of them. Nouns, verbs, adjectives, phrases - just
      keep going and going until you have a long, disorganized list.

      Next think in general terms about what you want to say - the
      motivating message you want to get across to current and
      potential customers. Focus, so that it's something specific
      rather than something any competitor might say. Note that the BMW
      slogan works as well as it does because it's not a statement
      Toyota or Ford wants to make. Likewise, a burger place that
      caters to parents and children probably wouldn't want to use the
      idea of licking fingers in its motto.

      Now combine the words and refine the combinations until they sing
      and dance on the page. Don't stop when you get one slogan that
      feels really catchy - keep on going. Play around with the wording
      so some are funny, some are serious, some are weird or edgy and
      some are homey.

      Second, Choose the Best

      Look through your catchphrase candidates and identify up to five
      that seem most promising. We'll now run them through a few
      crucial tests.

      Is the slogan fresh and original? Don't poach phrases that have
      already been used, like American Express's "Membership has its
      privileges" or Nike's "Just do it." That diminishes your
      business and might even land you in legal trouble.

      Does the slogan pass the telephone test? That is, if someone
      heard it without seeing it, would they understand what it means?
      Will people understand what you mean without a whole lot of
      context or a long story? If seen on a truck whizzing by at 70
      miles per hour, would it make sense? Your answer to all these
      questions should be yes. If not, cross out that candidate or
      tinker to improve it.

      Is the tone right? Think about your customer base, and make sure
      the personality of the slogan matches what they expect from your
      company. A bank that wants to appear solid and traditional
      normally wouldn't use slang or a sing-song rhythm, while a club
      for twenty-something singles probably wants wording that hops and
      excites rather than cool, understated elegance.

      Is the message clear and unambiguous? Test your favorites on
      people who haven't heard them yet, who resemble your customers
      and who may not know much about your business. Ask them what each
      slogan conveys to them. If they don't get it, or if they get a
      negative message or one you weren't intending, that's a big
      minus for that slogan.

      Sometimes we have to nix options that almost make it but have
      something tricky or wrong about them. If one of your candidates
      communicates positively and clearly to all your testers, you have
      a winner.

      Third, Use It!

      Now it's time to use your chosen catchphrase everywhere. Put it
      on your web site, on T-shirts, on pens, in ads, on invoices, on
      sales material, on shop windows, even on the walls of your rest
      rooms. If you've chosen well, your catchphrase sticks in
      people's minds and reminds them over and over again why you're
      the one they want to buy from.

      Marcia Yudkin is Head Stork of Named At Last, a company that
      brainstorms creative business names, product names and tag lines
      for clients. For a systematic process of coming up with an
      appealing and effective name or tag line, download a free copy of
      "19 Steps to the Perfect Company Name, Product Name or Tag Line"
      at http://www.namedatlast.com/19steps.htm

      --- END ARTICLE ---

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