Slogan's Heroes

Create a tag line that stands out from the competition.
Magazine Contributor
2 min read

This story appears in the August 2005 issue of Entrepreneur. Subscribe »

Maybe you feel, as I do, that most company slogans are insipid, forgettable self-indulgences. Even some of the most respected companies in America end their ads with such tag-line turkeys as "The possibilities are infinite," "It works" and "Get more out of now," to list just a few.

OK, so now that the trash talk is over, what constitutes a good slogan? Perhaps the most compelling slogan I've ever run across was the tag line on pioneering book discounter Crown Books' ads of nearly 20 years ago. It read, "If you paid full price, you didn't buy it at Crown Books." What made this line so special was that it was powerful enough to stand all by itself and induce prospects to buy.

If you're looking for a real authority to help you develop a great slogan, check out They're experts at identifying the dos and don'ts of slogan making and even have an advertising-slogan Hall of Fame to inspire you. Some on their list: "You're in good hands with Allstate," "Betcha can't eat just one" (Lay's potato chips) and "Finger-lickin' good" (Kentucky Fried Chicken).

Bottom line: Don't just attach a bland, antiseptic chain of words to your company name. Test your slogan's power by asking: Would I be willing to use these few words all by themselves to sell my company?

Jerry Fisher is a freelance advertising copywriter and author of Creating Successful Small Business Advertising.

More from Entrepreneur
Our Franchise Advisors are here to help you throughout the entire process of building your franchise organization!
  1. Schedule a FREE one-on-one session with a Franchise Advisor
  2. Choose one of our programs that matches your needs, budget, and timeline
  3. Launch your new franchise organization
Discover the franchise that’s right for you by answering some quick questions about
  • Which industry you’re interested in
  • Why you want to buy a franchise
  • What your financial needs are
  • Where you’re located
  • And more
Whether you want to learn something new, be more productive, or make more money, the Entrepreneur Store has something for everyone:
  • Software
  • Gadgets
  • Online Courses
  • Travel Essentials
  • Housewares
  • Fitness & Health Devices
  • And More

Latest on Entrepreneur