Lecturer: Ms. Jenny Lim - English Department - Resources - The ...

23.) Consider the Competition
Look at all your competitor ads and search for the one thing that is missing which you can offer the
consumer.
24.) Use Opposites
If you offer a small product by comparison to competition, try, “Think small.”
25.) Compare and Contrast
Use this method to cite the risks of failing to use your product or service.
26.) Break the Mold
If competitor ads tend to state the same thing, take a fresh approach in finding the right words.
27.) Promise Something
When your product has something the others do not, such as an unconditional money-back
guarantee, express that as the heart of the slogan.
28.) Focus on the Consumer
Coming at consumers with their best interest at heart goes farther than touting the company’s
advantages.
29.) Use Sex-Appeal
Everything from cars to food uses this method of getting consumer attention. Try working it into your
slogan.
30.) Forget the Hype
Hype is overblown claims, unsupported superlatives and is generally no longer believed.
31.) Be Universal
Consider the market in Japan or other countries and ensure you use ideas not only Americans
understand.
32.) Proof It
If current or near-future trends can affect your sales, think about a slogan that will be successful in
a slow economy.
33.) Prove It
Truthfully citing a million satisfied customers offers security in dealing with your company.
34.) Test It
Try your slogan out on co-workers, family, and friends. Going out on the streets to interview
potential customers, gives information as to what consumers really think.
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