Tips for Writing Your Own Campaign Slogans or Messages

Kevin Johnston reports:

"You don't need an expensive advertising agency to come up with slogans for your ad campaigns. You can create effective slogans yourself...The process for creating slogans is not complicated, and if you take your time, you can get in the habit of crafting your own messages for each campaign you want to initiate...You can begin your slogan-writing process by simply making lists of words associated with your business or your product. Don't edit yourself at this stage. Just jot down words and short phrases that come to mind as you think about your company and what you sell. If you find yourself getting stuck, abandon the list format and just write words in random places on the page...A feature is an aspect of your product, such as a high-powered motor on a vacuum cleaner. Turn that into a benefit by thinking of how it helps your customers. In this case, the vacuum cleaner cleans better. Create some short phrases, starting with some of the words from your word list, and add benefits to those words...Turn short phrases into sentences. Include your company name if possible. If you can't work your name in, try to include some reference to your brand or reputation...Your phrase becomes a complete thought when you turn it into a sentence...A good slogan is short and memorable. Shorten your sentences as much as possible to see if you can increase their impact...Play with your sentences to see how short you can make them. They'll not only be easier for potential customers to remember, [but] you'll [also] have an easier time fitting them into print and Internet advertisements, and they'll fit more easily into short television and radio spots."