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How good is your memory of marketing taglines?
Having been frustrated with this topic myself in the past, I really wanted to help members of my community develop their own unique selling propositions. Specifically, whenever I researched the topic, I found lots of articles telling me how important it is to have one and almost none giving me any tips for designing one. I felt like a joke we used to have back at the Air Force Academy when I was a cadet, “It’s intuitively obvious to the most casual observer.” That line generally was related to the explanation that they did it all with “strings and mirrors.” So in “How to Stand Out in a Cast of Thousands” I told the readers that this lesson would accomplish the following:
1. Help you recognize that the differences don’t need to be major in order to be unique
2. Show you what some USPs look like when stated as taglines or slogans
3. Provide questions and exercises you can use to identify your distinctive qualities
4. Give you ideas of how to use them to establish your brand, your presence in the market
Writing that article inspired this blog post. Here are some of my favorite taglines for you to match up in a little quiz. To keep it interesting, I researched a few movie taglines too. These slogans become brief statements of the company’s or movie’s unique selling proposition. Notice that some describe very minor differences between the company whose slogan it is and its competitors. The key point is that they are establishing their position in the minds of the public. Not all of these statements are taglines. Some will be identifiers I think you’ll recognize because the company’s branding is so strong.
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1. Baskin-Robbins® |
A. “When you care enough to send the very best.” |
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2. Ben & Jerry’s |
B. “When your package absolutely, positively has to get there overnight” |
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3. Cold Stone Creamery |
C. “The most magnificent picture ever!” |
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4. UPS |
D. “The Last Honest Pizza” |
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5. Chili’s |
E. “America’s Favorite Neighborhood Ice Cream Shop” |
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6. Applebee’s |
F. “A long time ago in a galaxy far, far away” |
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7. Domino’s Pizza |
G. “The milk chocolate melts in your mouth, not in your hand” |
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8. Papa John’s |
H. Brown uniforms, brown trucks |
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9. Star Wars |
I. “The South’s Greatest Romance.” |
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10. Jaws 2 |
J. “It’s a whole new neighborhood.” |
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11. Hallmark |
K. Ice cream Creations™ mixed on a frozen granite stone |
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12. FedEx |
L. “Let’s build something together.” |
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13. M&M’s |
M. “Just when you thought it was safe to go back in the water…” |
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14. Dracula (1931) |
N. “Better Ingredients. Better Pizza. |
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15. Snow White and the Seven Dwarfs (1937) (re-release tagline) |
O. Scoops shops – known for social activism |
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16. Jezebel (1938) |
P. Pepper In Some Fun |
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17. Gone With The Wind (1939I) |
Q. “The story of the strangest passion the world has ever known!” |
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18. Send Out Cards |
R. “Still the fairest of them all!” |
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19. Lowe’s |
S. Fresh, hot pizza delivered to your door in 30 minutes or less |
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20. Round Table Pizza |
T. “Changing Lives One Card at a Time” |
So how did you do? Did any of these taglines or slogans surprise you? The tagline for Jezebel surprised me as I expected that line to be associated with Gone with the Wind.
So when you write your unique selling proposition, use these famous lines as role models. The point is to identify what’s unique or distinctive about the products and services you provide. Then focus your sales and marketing efforts on that distinction – and put your efforts into ensuring that you always deliver on what your tagline promises.
Below are the answers. I invite you to opt into my community. I’ll send you this ecourse, a $47 value, plus my periodic newsletters on heart-centered, soft sell sales and marketing.
May your sales be fun, fulfilling and mutually rewarding.
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