Drilling down to the slogan

I'm no expert in writing slogans ... not by a long shot.

But I know a simple formula. I know that your slogan should contain three elements ...

1) Your mission - Restate the purpose of your service
2) Your promise - What is the benefit he's going to get
3) Branding - Pick an adjective that encompasses your business image.

I've read this some time ago on copyblogger.com and I'm using it ever since.

The only problem I can see in your slogans is lack of clarity. The internet is not the place to be cute. People want to find a solution fast and if you don't state clearly what you do and what's in it for them, then you've lost them.

So, make them clearer, follow the three points and you've got yourself a good tag-line / slogan.

Oh, I've also pulled down the article from Google.

...

Damn, can't post links yet. Just Google "copyblogger tagline".

Best regards,
Razvan

With all due respect to the members of this forum, I don't think you should count our opinions highly. We are not your target market, and a majority of us don't serve your intended market.

We may have our opinions about your various tag lines, but they are just opinions. What we like isn't really relevant to what your target market will like. At best we can raise issues you need to consider in weighing your options.

For example, I question whether "conscious" is a good word to use. Some holistic practitioners identify with that word, but many do not. Ditto for "soul."

I also question whether you should be using the word "copywriting." Members of this board all know what it means but many in your target market definitely do not.

Good luck,
Marcia Yudkin

I serve a similar market and the tagline I've been using is: Copywriting that delivers your truth, honors your tribe and inspires action. However, I think that slogans are a very small part of the conversation that enrolls a client into your services. I wonder if they really matter.

The vast majority of my clients come from face-to-face conversations where we authentically connect on a common interest, or from referrals from someone who I'm connected with. I believe we are way past the age where you can create those 'money shot' type slogans that anyone will care about. Not because the slogans are used, but because that has been overdone for decades. Your market, in particular, requires the connection with you that they're seeking to create with their clients.

Go meet with them in person around topics that are important to them. A copywriter at a coaching training is the jewel in the room. Go where your ideals clients are already taking action to learn about marketing, connect with them, and then show them how you can take the burden of writing off their shoulders.

Jim, I am currently involved in a study group of holistic practitioners and have found what you said to be very true. I loved your input. Thanks!

Many people confuse the term "copywrite" with "copyright". When I was talking with a few of my customers over the past couple of weeks, this was a topic of discussion. They seemed to think that "writing copy" was more identifiable to people who are not in the IM/copywriting business.

Someone from your target audience visits this forum.

Mike Humphreys owned several successful massage therapy businesses before moving on to become a very successful copywriter.

He could probably offer you some very helpful advice on dealing with a business owner in that niche.

View Profile: MikeHumphreys

You should come up with numbers 1-10 using the logic you used here. Research is the most important part, and you've done it and found your answer. Base your slogan on your research.

I don't really understand the need for a slogan and I usually replace the slogan portion with a quote to get across the point I want to make.

But if you are going to make one, it seems your target wants something/someone authentic, sincere, and genuine. . . someone who gives a damn. Tell them you do! Then back it up in the copy.

I find the higher consciousness, spiritual, etc group to really be about 'something more'. It tends to be the power of self, something transcendental, beyond what we can measure. Maybe reflect that in your slogan. Copywriting that is more than just words -- its connecting with people through a message. It's to help, enlighten, educate, and bridge people to those who can help them achieve better living.

"Copywriting for Evolved Business Owners"
"Market Your Vision"
"Selling Your Authentic Vision"
"Changing the World with Words"
"Helping Conscious Entrepreneurs Heal the World"

Conscious Copywriter: Sell Your Vision!

What's your business name?

How do you work with clients? (e.g. do you help them dig deeper into their vision so they can more clearly express it to their audience?)

What are your intended results?

How do you help conscious entrepreneurs broadcast their visions?

There are so many components to a tagline that communicates your highest minded intention.

Get really specific about what you want to achieve and what your clients can expect to receive... then fit it in a sentence or a couple words.

OOOOH I HATE SLOGANS!!

Short, sweet and pointless! Figure out what you do that is rare and solves a real problem for your client, and use that as your lure. All this agonizing over a dozen or fewer words that are supposed to encapsulate everything you do is, imo, a waste of time.

The most irritating issue I have with slogans, just so you get where I'm coming from, is that the minimization of words desired to express your point results in the reduction of your purpose to absurdity. The specific message you wish to get across becomes so generalized it applies to everyone and no one. Simply put, there is no reason for the reader to call you.

Of course...ask a writer to write...and what happens?

I think your hot-button word is INTEGRITY.

For people in your market segment, selling can be synonymous with selling out. Tell them you can increase their bottom line and protect their integrity (however they define that) and you will be moving the needle on the relevance meter.

Then all you have to do is prove it.

Take a look at this list of supposedly high-powered corporate slogans. How may are bland and pointless? "Think different." "Never follow." "I'd walk a mile for a camel." Wow. I'm impressed.</sarcasm> And tons of money was spent developing these gems??

Alka-Selzter's "I can't believe I ate the whole thing" is the only one which speaks to me. And I was amused by the camera company's "For negative people."

My point is that by attempting to reduce what you do to a handful of words, you reduce your USP to ridiculous absurdity that applies to nobody in particular.

Comments?

There's quite a bit of good advice in this thread. If you're still leaning towards using one of these four original choices, though.. "Copywriting.. with a dash of soul" is far and away the best of them. Assuming those looking at your page at least know what copywriting is.. 'a dash of soul' not only lets the reader know that you take it very seriously, but it also separates you from all the sales-pitchy and mediocre copywriters that flood the market with their own trumped-up sales pitches. It actually seems human.

More than that, it also lets them know you plan to play on emotional intelligence from the get-go.. since you're using a word holistic healers tend to use quite often themselves. And you did it with only five little extra words. Good job!

I'm wary of the 'soul' context. Some people could think differently about it.

Why don't you use health or holistic health promotion?

All these different businesses have a common thread. That thread is they believe in what they sell. And the product or service is merely a vehicle for a larger cause.

On the copywriting business side, it's considered a mercenary business. Your positioning being against the merc.

My suggestion for this is essentially 'cult branding.' Copywriting for believers, by a believer -- to futher the cause. This is not my invention, but an actual concept from studying companies with super loyal followers like Apple and Harley Davidson.

Slogans can come off as superficial. Catchphrases without methodology. Cult branding has some specific techniques like sybolism, inner circle status, Eugene Schwartz belief structure and Seth Godin authenticity, etc. Cult branding has certain desirable results, like word-of-mouth, and high customer lifetime value.

Basically this give you an 'in' with the target. Much better than "hey, that's a snappy play on words you got there."

I do not favor sloganeering. I do favor positioning. And I do favor a hook that sums up a raft of specific techniques and benefits for clients. Copywriting for believers by a believer does that. Cause based marketing does that.

When you are creating a website for a service business with a home page, services page, how we work page, bio page, contact us page, etc., an effective tagline is one more opportunity for a selling message.

If you are creating a microsite or sales letter site, I would not worry about a tagline.

In short, the value of your tagline depends on the purpose of your website.

Here's a couple I came up with. Not great, but I like the intent.

Manifesting Abundance Through the Power of the Written Word

Activating the Law of Attraction Through the Written Word

Just wondering…
1. Is it possible to quantify the value of a slogan?
2. And if so how much will yours be worth?
3. Do copywriters really need slogans?
4. Would a client care about a slogan or results?

Here are some articles that discuss the details of slogan writing. Why certain slogans work and why some don't. You will find these helpful in writing a new slogan.

A Look at Slogans - A Look at Slogans

Unique Selling Proposition - Unique Selling Proposition

Goodluck!

I don't get it, isn't your USP supposed to be the most powerful statement you make? Shouldn't your usp be your "slogan"?

To me, without researching your market, none of them would bring top of mind awareness to me.
Most people get the USP wrong, find out what it is you want your clients to say about you, and work back from there.
If you get it right, you won’t need to ask anyone, you will know.

The only way you will know for certain is ask your market, better there than here, we are not your buyers, so our opinion doesn’t count for much.