We’ve talked before about how an ad should have only one message. While that message doesn’t have to take the form of a slogan, ad slogans are often a succinct summary of the advertiser’s main message. It’s also a great tool for keeping your message in focus when you create your ads.

Think of some of the more famous advertising slogans:

“Don’t leave home without it.”

“It takes a licking and keeps on ticking.”

“Good to the last drop.”

“Every kiss begins with Kay.”

“A diamond is forever.”

“Finger-licking good!”

“Nothing runs like a Deere.”

“When it absolutely, positively has to be there overnight.”

Every one of these slogans not only brings to mind the actual product (I bet you recognized most of them, if not all), but it also very powerfully relays the main benefit and value of the product or brand.

Last week I suggested you take 30 minutes a day, each day for the whole week, and jot down what you think is unique about your small business. If you did that, great! You’re ahead of the game. Now, take those items you jotted down and formulate them into a single sentence. Each morning this week, take about 15 minutes and come up with at least one sentence that does a pretty good job of representing your company’s unique attributes. Don’t worry about it being witty, just make sure it’s true and really identifies your business. By the end of the week, you’ll have narrowed it down pretty well.

If you didn’t do last week’s first things first exercise, I’d encourage you to try it this week. There’s no reason you can’t start today.


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