State your message
November 21, 2011 No CommentsA lot of businesses, from the smallest stores to the biggest multinational corporations, have a slogan that more or less defines their reason for existing and why consumers should buy their products or services.
There’s no reason why online stores can’t have the same. Having a slogan tells anyone who sees the store’s site right off the bat that the consumer has a good reason to consider doing business with it.
One fastfood burger restaurant proudly claims “billions served.” The message they are sending out is that they’ve been selling their burgers all over the planet for decades, so they must be good. An MNC, meanwhile, became famous by declaring “better living through chemistry.” The company’s message? Their scientists were constantly creating products to make our daily lives easier. And remember that airline that told travellers to “fly the friendly skies?”
The big companies can spend millions of dollars to get ad agencies to think up, market test, and launch their slogans with much hoopla.
No one expects small online stores to take the same path. But sometimes, all it needs is some inspiration to craft a winning slogan, one that delivers a simple but strong message to consumers.
Ask yourself the question: Why should I buy from this store? What is its winning edge? Is it lower prices compared to competitors? The widest selection of products?
Do you sell cakes and cookies made from Grandma’s secret recipes? Do you offer martial arts instruction from a disciple of Bruce Lee? Do you offer ghost writing services after having had your works published in major magazines or newspapers?
Whatever you believe to be your winning edge, try and think of a slogan. A good one gives you a slight but potent edge over your competitors who don’t have one.
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