A sizzling slogan can ignite a wildfire of sales and leads. Find out why it’s important to have a business slogan – now more than ever.
Like it or not, we live in the ‘world of instant’. The essence of nearly everything we do in business has to be distilled, summarised and communicated in a split second to meet the needs of a busy and distracted customer. That’s not to say that the full story isn’t important – it is – but a slogan helps to sell the full story, much like the cover of a book or the headline of an article.
In a world of sound bites and tweets, a slogan is your must-have sales tool. Here’s how a slogan can ignite sizzling sales and leads:
Most popularly, a slogan (also known as a tag line accompanies your business logo. Together, the logo and slogan sell your brand; and it tells people what you do and why they should care.
Done well, your logo and slogan will make an immediate and lasting impact, because people will take a visual snapshot of both, mentally retrieving them when they’re in the market for your products and services.
In this way, having a powerful logo and slogan is like owning your very own billboard in people’s minds: a priceless piece of lifelong advertising at the busy intersection of their very own information superhighway.
We have around 5–10 seconds to grab people’s attention when they land on our home page, so if your main headline doesn’t do the job, then your website needs a slogan.
A website slogan can be slightly longer than a slogan for logos, but it should still contain the same important ingredients. I’ll discuss these ingredients in a future article.
Last month I worked with a client who was a real action-taker. As soon as she advised me of her chosen slogan she added it to her email signature. We’d been corresponding regularly so I noticed the change to her email signature instantly. The minute she added the slogan, her email signature seemed to come alive. No longer was it simply stating contact details; it was now stating a reason to make contact.
Not only that, the slogan added another layer of slickness and professionalism to her already polished image.
Even if my client never incorporates the slogan into her logo, it will still be selling her services with every single email she sends.
If you’ve left comments on forums and the like, you’ll understand the importance of having a powerful internet signature. Adding a slogan to that signature increases the chances that people will take action when they see it, whether that’s to visit your website, connect with you on social media, or use your products and services.
Also, so many online profiles now require a slogan. To become a Flying Solo Business Class member, you’re asked to fill in a compulsory field titled, ‘Slogan’.
Also known as image rotators, a website slider is a popular design element in many modern website designs. The sliders contain a number of rotating images, and there is sometimes a slogan accompanying each image. Together, they pack a powerful and memorable punch. The slogan sells the message in the slider, and the products and services as a whole.
As you can see, there are a multitude of places that your slogan can help to increase leads and sales. So if you don’t have one already, it might be time to write one! In a future article, I’ll show you how.
Do you feel a slogan/tag line helps to increase sales?
To comment on this article by Lucinda Lions, head here.
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