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

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Entrepreneur Store scours the web for the newest software, gadgets & web services. Explore our giveaways, bundles, "Pay What You Want" deals & more.

Latest on Entrepreneur

Entrepreneur Media, Inc. values your privacy. In order to understand how people use our site generally, and to create more valuable experiences for you, we may collect data about your use of this site (both directly and through our partners). By continuing to use this site, you are agreeing to the use of that data. For more information on our data policies, please visit our Privacy Policy.