Slogans Don’t Sell: People Do

Slogans Don’t Sell: People Do
Gary Begin/Sound Advantage Media

You don’t sell with slogans.

Advertising is desirability.

Not in a lurid or controlling sense.

One of the definitions of “desire” is “to appeal.” Successful radio advertising appeals to the targeted consumer directly in the sales message.

But just to illustrate a point, let’s fall back on the more common association to the word “appeal.”
In this example, “Rob” is a healthy, single adult male who is feeling a bit lonely.
He finds himself at a loud, crowded cocktail party where he notices a beautiful, single adult female whom he finds attractive.
She has some spirituality about her that Rob finds appealing.

He thinks, “If I had an opportunity to talk to that woman in a quiet, more relaxed surrounding, I bet we’d discover we would have a considerable amount in-common.”

In essence, Rob has a sales message that he hopes she will consider acting upon. And he’s trying to choose between two diverse expressions of that sales message.

The first is:

“It sure is noisy here. I wish we could talk in a more peaceful environment. There’s a wonderful Italian restaurant just up the street with an incredible view of the city. Would you be interested in getting a bite to eat with me while watching the sunset?”

Or Rob could say:

“You’ve tried the rest, now try the best.”

Considering those two approaches, which do you believe has the best chance of succeeding?

It’s not bad to have a Positioning Statement that forcefully reiterates your Unique Selling Proposition. Actually, that can be a very good thing.
But a good Positioning Statement — or slogan — can only replicate and reinforce your actual sales message. A slogan without a sales message to back it up is nothing more than Verbal Fast Food.


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