10 Sweet Wordplay Slogans Used in Marketing
Posted by Elspeth M. on Tuesday, April 23rd, 2013
If you’ve been taking our advice about headlines for your email marketing and best practices for developing content, you’ve probably seen a nice fat increase in who’s reading your newsletters. Now, it’s time to take a look at how a slogan ties in to your marketing.
A slogan, simply, is a set of words that comes after your business name to further define what you do. They are particularly important if your business name doesn’t exactly capture what you do for the client. For example, what does the name Blue Santa say to you? They are actually a bead store that sells novelty make-your-own jewelry supplies. They should always use a slogan to tell people, “Get your beads and baubles here.”
On the other hand, a place called, “Tony’s Pizza” probably doesn’t need a slogan. You already know what they sell just from the business name, right? Let’s take a look at a few more interesting uses of wordplay and its correlation to slogans:
These slogans don’t over commit to the product. Dishes are “virtually” clean, for example. The bigger picture here, actually, is a legal issue. It started out as companies not wanting to oversell their product, however, advertising is also regulated. So, you have to be careful of the use of absolute terms in your slogan, especially if you’re in law and/or finance (i.e. FREE quotes (to those who qualify.)
Why is this wordplay? It doesn’t complete the comparison between items. You’ll see these marketing slogans as “100% softer” but it won’t quite tell you what it’s softer than.
We’re Unique Claim
In your marketing slogan, you can’t just be unique. You have to be specific about why you’re unique. Tell your niche exactly how you’re special. Otherwise, it’s just a silly assertion of, “you won’t get a better clean.”
Water is Wet Technique
These slogans encompass an approach of simply stating the obvious to the consumer. It’s best if there really is nothing unique about you versus the competition. Just state in your slogan a fact, “Great Main street location.”
So What? Advantage
These slogans just exert their claim … but it probably doesn’t matter to the consumer.
Vague Use of Terms
Want to impress your audience? Maybe you tell them, “Skin as soft as velvet.” The metaphor is beautiful, right?
Oh, well, if a celebrity eats Wheaties, they must be good for me! As a way of life, these ads really showcase the power of monkey-see, monkey-do.
We can’t vouch for who does the studies, but appeal to a numbers crowd by using scientific fact slogans such as, “Kills 33% more germs.”
Who doesn’t love to be flattered? Tell your buyer, “Smart shoppers stop here.” Flattery takes a personal approach.
Do you know what your kids are eating? The rhetorical question has been a favorite among slogan creators for years. It’s hard not to answer the questions, isn’t it?
As you consider the best slogan for your marketing campaign, think about how you can tie it in to your newsletter, as well. Remember that there is no right or wrong approach. Each of the above are perfectly proven ways to enjoy a little wordplay in your business marketing.
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