1. Ask a question Does she or doesn't she?– Clairol |
18. Use a two-fold delivery with a twist Common sense. Uncommon results– David Ingram and Associates |
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2. Show your unique commitment We try harder–Avis |
19. Address a specific need For women whose eyes are older than they are–Robert Powers (skin cream) |
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3. Explain product superiority Takes a licking and keeps on ticking–Timex |
20. Be abstract but client-centred After all, it is your information–Authentex Software |
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4. Evoke a benefit in a fresh way Let your fingers do the walking–Yellow Pages |
21. Describe your product in a novel way Liquid jewelry–Lorr Laboratories (nail polish) |
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5. Use an emotive call to action Reach out and touch someone–AT&T |
22. Link company name to product benefit Never forgets–Elephant Memory Systems |
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6. Use an evocative call to action Put a tiger in your tank–Esso |
23. Suggest the cost of not using your product Because so much is riding on your tires–Michelin |
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7. Use an imperative call to action Just do it–Nike |
24. Be grotesque to make a point Wears like a pig's nose–W. M. Finck & Co. (men's overalls) |
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8. Use a one-word call to action Think–IBM |
25. Turn a current business maxim on its ear Think small–Volkswagen |
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9. Use a cheeky call to action Let us tan your hide–Crisby Frisian Fur Co. |
26. Link a well-known phrase with your product benefit Understanding comes with Time– Time magazine |
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10. Revisit a familiar call to action Reach out and bust someone–Crime Stoppers |
27. Brag about yourself We take the world's greatest pictures–Nikon |
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11. Link a product feature with an abstract need A diamond is forever–DeBeers |
28. Brag about your product and your client You and Betty Crocker can bake someone happy–Betty Crocker |
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12. Link a feature with your address We corner the market–Irving Rivers Ltd. |
29. Take a breath and say it all Finest anti-knock non-premium gasoline ever offered at no extra cost– Union Oil Co. |
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13. Combine a feature and a benefit in the same phrase Make yourself at home–IKEA |
30. Describe your service and its #1 benefit in two words Advertising pays–Industry maxim |
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14. Declare a superlative feature The world's #1 selling financial software–Quicken |
31. Personify your product Laughs at time–Du Pont (paint) |
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15. Make a compelling promise The world on time–Federal Express |
32. Distill your business into one phrase The Document Company–Xerox Corp. |
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16. Be whimsical It's the real thing–Coca-Cola |
33. Tie your slogan to your logo Get a piece of the Rock–Prudential Insurance Co. |
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17. Say it staccato Soothes. Cleanses. Refreshes.–Murine Co. (eyedrops) |
34. Dare to be different Dare to diff–LOEB Cola |
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