When writing marketing copy for coaches, speakers, and authors, I am often asked about the importance of writing catchy slogans for books and online programs.
Slogans are an important part of strategic message development. However, sometimes it’s necessary to create one …and sometimes it’s not.
When I create sales copy for coaches and authors, I tend to look at slogan creation as an option when building a Core Message Platform™ for books and information products.
The reason I say “option” is because some book and program titles are intriguing enough to function as their own slogan. Here are a few fictitious examples:
- Stop Smoking in ONE day. Forever.
- Marilyn Monroe was Murdered. Mystery Solved.
- Profit Big Time During the Next Stock Market Crash
Other titles are more general, but have subtitles that essentially serve as slogans. Here are three more fictitious examples that turn the titles I created above into subheads:
- Kick the Habit and Live: Stop Smoking in ONE day. Forever.
- 60’s Hollywood After Dark: Marilyn Monroe was Murdered. Mystery Solved.
- Master High Stakes Finance: Profit Big Time During the Next Stock Market Crash
Each of these subheads promise a benefit, create intrigue …or both. And, they are all tight and to the point. If your book or program has a title like the examples above, you may not need to create an additional slogan …because you already have one built into your title.
However, some titles are general, and have an equally general subtitle. Or, they have no subtitle at all. If this is the case with your book or program, I would recommend you create a marketing slogan.
Creating a memorable slogan that people link immediately to your book or product can be a powerful part of your message development. The good news is the process doesn’t have to be complicated. But, it does have to be precise.
3 Simple Steps to Slogan Success!
Utilize the following three-step formula when creating slogan options, and you’ll be able to generate several strong ideas quickly.
- Use short, simple words
- Keep your slogan tight and punchy
- Imply a benefit, demand an action, arouse curiosity, or ask a thought-provoking question
When I create slogans for non-fiction books or “how-to” programs, I build them around an implied benefit or promise.
Make Big Happen (Mark Moses)
Transform Your Business Through 4 Simple Questions
Journaling Power (Mari L. McCarthy)
Discover the Ultimate Self-Healing Tool
My Warren Buffett Bible (Robert L. Bloch)
Gain a Lifetime of Investing Advice in Two Hours
Look at the characteristics these examples share. They are tight, simple, and in only a few words they communicate a key benefit. Another technique I used was to begin each slogan with a verb …which gives it some action!
FICTION BOOK EXAMPLES
Black Lion (Author – Carlos Viola)
Live the War on Terror through Secret Operations
Butterflies (Author – Kimberly Waldron)
For the First Time…You’ll Root for a Serial Killer
Dancing Souls (Author – Kathleen M. Flanagan)
Can You Battle Your Darkest Demons and Win?
For fiction book slogans, I like to create intrigue or ask a compelling question that touches on the story’s thematic elements.
Next, take a close look at all the slogan examples I’ve provided. Are they zippy or whimsical? Hardly. Instead, they are straightforward and easy to remember.
Every coach or author wants their book and product slogans to be memorable. Well guess what …simple slogans are easier for people to remember. So, when you write yours, keep it simple!
Can a strong slogan creation strategy really be this basic? The answer is YES! Need further proof? Consider memorable consumer-product slogans that followed this strategy and were used for several years, or even decades.
- Debeers – A Diamond is Forever
- Maxwell House – Good to the Last Drop
- Miller Lite – Taste Great, Less Filling
- All-State Insurance – You’re in Good Hands with All-State
- Coca Cola – Things Go Better with Coke
Need a memorable slogan for your book or information product? Follow this simple but effective three-step process, and the task will be easier and more enjoyable for you.
Did this post provide you insights that will help you do this?
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