7 Second MarketingWriting Strong Business SlogansMemory Hooks, Tag Lines, and Marketing in Seven SecondsMay 13, 2008 Terence P WardA powerful slogan, witty memory hook, or captivating tagline on a business card or inconversation can make your business memorable and marketable in just a few seconds.Business slogans, tag lines, or memory hooks are the pinnacle of instant marketing. Ivan Misner,founder of BNI, coined the colorful term "memory hook" because a good business tag line willstick in someones head for a long, long time. Slogans for businesses of any size can be powerfulmemory hooks if they are short, catchy, and communicate the business message.Memory Hooks Must Be CatchyMemorable new tag lines stand head and shoulders above other business slogans because they donot require a multimillion dollar ad campaign to support them. The best tag line is viral in nature,spreading by word of mouth. Catchy elements may include: • Rhyming: "HolVets the best bet for your pets." • Word Play: "Granite Inspection Group, inspecting the unexpected." • Lyrical: "Bodymind Massage Therapy, shifting your body and mind from tired to inspired." • Puns: "The company you can account on!"Tag Lines Must Be ShortA clever writer may craft a limerick to describe his business, but if it cant be stated within theduration of a handshake or fit on a business card, it is too long. Consider the typical chamber ofcommerce networking event: there are a number of people in the room with which to do businessand a limited amount of time to speak to each of them. A short, powerful slogan coupled with awell-designed business card act in tandem to make following up after the event a warm callinstead of a cold one.Does the Slogan Communicate the Business Message?Quizzing friends, family, and even strangers on the street is legitimate market research in thisregard. In fact, presenting the new tag line to people that have no knowledge of the business willprove to be most telling. If a random assortment of listeners can accurately identify a product,service, or target customer from the slogan alone, then it is clearly a winner.
This does not mean that the memory hook can carry the business all by itself. Marketing wisdomholds that a message must be in front of its audience at least seven times to make an impression.The power of the best tag lines is that they are short and memorable, making those sevenrepetitions much less intrusive.Making Memory Hooks WorkThe best-written business slogans will garner no business if they are not used consistently. Forentrepreneurs this usually means attending business networking events. Tag lines should beincluded in every conversation, since they are shorter than the "elevator pitch" and designed tobe memorable. The best slogans will stand alone, but accompanying them with good eye contact,a firm handshake, and an exchange of business cards will generate many more word of mouthreferrals.By Ivan Misner April 15, 2003Every business needs an edge in order to succeed today. When introducing yourself to a largegroup of business professionals, memory hooks can be a business persons "edge." You may notknow it, but you are already very well-versed in the use of memory hooks! Youve been hearingand using them since you were in elementary school. Mere fragments of phrases, jokes, songsand rhymes remind us of people, places and events we have not seen or experienced in years --and they stay with us for many more years! For example, what do you think of when you hear"you got the right one, baby"? As a representative for any business, you can make sure yourbusiness leaves a lasting impression on potential customers by leveraging the power of memoryhooks.What makes a good memory hook? The key is the word "memory." In order for a memory hookto be effective, it must be very memorable! Whenever your potential customer needs yourproduct of service, your name will pop into their head as well as your hook. It has to be easy toremember. The best way is to make it vivid and short.Short isnt hard to figure out; one snappy phrase or short sentence is all thats needed. Anythingmore is not only wasted, it can get in the way. Saying "what you see is what you get" versus "theitems available for purchase during our special sale are the ones that are on display beneath thissign" is an example of this point.See It, Hear It, Feel ItA good memory hook often appeals to the basic senses -- sight, hearing, taste, smell, and touch.When meeting people in person or presenting your product or service using marketing materials,
you should invoke the senses as strongly as possible -- in a pleasurable way, of course. Here aresome examples to show you what I mean:Heres a memory hook, used by a travel agent, that conjures up the memory of a popular song:"Come fly away with me." Most people of a certain age will be reminded of Sinatras hit ofseveral decades back. With the exception of smells, nothing cranks up a pleasure trip intonostalgia like the fond memory of an old song.How do you conjure up the sensation of touch in a slogan? Heres one way: "If you want to getrubbed the right way, see Jim." This is how one inventive massage technician attracts business.And any Dallasite who hears "Sweats my name, air conditionings my game" will probably feel ashiver of dread thinking of that hot August day last year when the fan stopped working, and callair conditioning specialist Tim Sweat.Make Em Laugh, Make Em CryAnother "sense" that is often invoked in the best memory hooks may be the most important oneof all: the sense of humor. When you want to catch and hold someones attention, tickling hisfunny bone is perhaps the surest way of being remembered. In fact, one thing that most of thememory hooks in this book have in common is that they are funny. Making people laugh is oneof the fastest ways of breaking down the barriers between strangers and of winning the prospectsgood will.Two of the examples that youve just read are puns, a form of humor that everyone groans at buttries to remember to pass along. The power of the pun comes from the element of surprise; yourlistener (or reader) thinks youre saying one thing but suddenly discovers that youre sayingsomething else because youve either distorted the word or defined it another way. Here are someother examples of memory hooks that use puns or word play:"We check your shorts," an electrician offers."Were dyeing to save you money," says a company that can change the color of your carpet.On the other hand, a memory hook doesnt have to be funny to be memorable. Sometimes youjust need to reach out and pluck someones heartstrings. Heres a good example that I once heardfrom a real estate salesperson whose name sadly I cannot remember: "I help people find a home.Not a house, but a home; not a place where they just live, but a place where they love to live."Verse -- Or WorseUsing verse is a sure way to catch someones interest. Before most people could read, storytellerspassed down tribal legends in verse form to make them easier to remember. The tradition lingers.Most people can recite from memory poetry or doggerel or humorous verse, whether sonnets orlimericks, and anyone who can read is instinctively attracted to words that rhyme. If you can useyour name as part of the rhyme, so much the better. Hear are some examples:"When things go blurry, dont stop to ponda; stumble to 17th Street and see Dr. Honda" (anoptometrist).
If you find yourself in trouble with the authorities, perhaps the following poem, penned by alawyer in Portland, Maine, will spring to mind: "When the cops are in the foyer, call Marchese,your friendly lawyer."Piracy or Parody?Many memory hooks work because they take a familiar saying and rephrase it, usually withhumor -- that is, they parody a song or a phrase the reader or listener will recognize. But youhave to be careful; some authors, especially songwriters, are quite militant about copyrightinfringement."When youre in a commotion, whore you gonna call? Law in motion!" proclaims a paralegalLong Beach, California. Its a good bet shes seen Ghostbusters.A banker in White Plains, New York, offers this though, perhaps borrowed from a farewellspeech by a famous WWII general: "Old bankers never die -- they just lose interest!"And heres one that the borrower, a Glendale, California, dentist, can never be sued for: "Ibelieve in the tooth, the whole tooth, and nothing but the tooth, so help me God."The Old Double ReverseOne of the most powerful language devices is a statement in which the second part eitherrephrases or reverses the first. The original meaning may be reinforced, slightly altered, or turnedaround entirely, leading to intriguing mental juxtapositions. For instance:"A business without a sign is a sign of no business" (a sign company in Canyon Springs,California)."If your hair is not becoming to you, then you should be coming to me" (a hair stylist in Covina,California).These approaches should give you an idea of some of the tools and resources you can use toconstruction your own memory hook. Notice that many memory hooks use a combination ofthese techniques. Almost anything you do in the line of word play will come out funny -- andthats the way it should be, unless youd rather appeal to the heart. Song lyrics usually rhyme, soif you parody a song, it should rhyme as well. And any of these techniques can be more effectiveif your memory hook is short and snappy and appeals to the senses.When And How To Use A Memory HookThe best memory hook is one that you can use in many contexts. It should work in a pure word-of-mouth setting, as when you are attending a meeting of a networking group. It should work onyour business card, on your letterhead, your calendars, your giveaway pens (another reason tokeep it short), even your print ads. Of course, networking opportunities are one of the most cost-effective forms of advertising. The problem is, that most people dont know how to stand out inthe crowd at these of events. This is why business professionals who understand networkingtechniques such as memory hooks have a distinct edge over their competition. Whether its massadvertising or face-to-face, you want people to think of you, and you alone, when they see orhear something about the product or service you have to offer.
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