Brand promotion: How to write a slogan that can spread easily? Here is 1 suggestion!

How to write a slogan that can spread itself? There are many ways to say it, and the methods are not uniform. I prefer Hua & Hua's point of view:

1. The slogan must be low-cost and catchy. It must not only be understandable at first glance, but more importantly, it must be understandable at first hearing.

2. The essence of communication is not communication, but broadcasting. We need to mobilize consumers to spread the word for us. It is useless if we only broadcast but do not spread the word.

In simple terms, it is a twelve-character policy: "Clear at first glance, familiar at first sight, and spread quickly."

It's very graphic at first glance, right? It is not a purely nice-sounding word that has no effect. Instead:

In summary, Hua Shan believes that:

An advertising slogan is not just a sentence spoken to consumers, but a sentence designed for consumers to pass on to people around them. It is not just what I want to say, but a combination of brand and product to design a sentence for consumers to say.

You may wonder: Why is this slogan different from many of the brand advertising copy you see on social media today?

It is indeed different. Nowadays, advertisements that are widely disseminated on social media mainly rely on a series of heartfelt copywriting to impress consumers and spread virally. It is not fixed. The same brand may be flooded with a different batch of copywriting next time.

For example, Jiang Xiaobai, NetEase, Durex, Little Blue Cup, etc. are all typical cases. I believe that in recent years, everyone has been frequently bombarded by these brands' series of advertisements, which are either heartfelt, heart-wrenching, or funny.

For example, last year NetEase Cloud Music cooperated with the Hangzhou-Hong Kong Metro to create a music review train, and posted carefully selected user music reviews as advertisements all over Hangzhou Metro Line 1. The strategy of this advertisement is to stick to the fragments and scenes in life and use the emotional music reviews of netizens to impress and infect users...

It drives large-scale social media dissemination through a series of advertising content, thereby accumulating brand favorability.

(NetEase Cloud Music subway music review advertisement)

Such advertisements require a large amount of content creation and constant innovation every time, and they all focus on creativity and novelty. Moreover, a large amount of copywriting will make its advertising content inconsistent, making it difficult to remember the brand's core selling points. It will focus more on increasing brand exposure and spreading the brand's tone on social media.

As for the slogan that Lao Zei is talking about today, the copywriting positioning requires better precision. First, it is to stimulate user demand, and then to bring about dissemination. And it is not large-scale social media dissemination, but word of mouth among consumers.

for example:

If you are afraid of getting angry, drink Wanglaoji

When you are tired, drink Red Bull

I won't accept any gifts this year, the only gift I will accept is Melatonin

Chew Yida after eating and drinking

Everyone on earth knows

Men should be tougher on themselves.

Wash more healthily

How can you catch a cold at a critical moment?

Heilan Home, men's wardrobe

For nutrition, steamed ones are better

Ganji.com has everything

Huiren Shenbao, he is well and I am well too

With KFC, life is delicious

…

Obviously, both types of viral advertising have their pros and cons. One for group attack, the other for single attack. One is large-scale social dissemination, and the other is word of mouth in a small range. It is more commonly used by users when recommending products or brands.

Large-scale diffusion is certainly good, but it is not focused enough for brand interests and has high creation costs. Although small-scale recommendations have less exposure, they focus on brand interests, are more marketable, and have low usage costs.

In short, no matter which form of secondary dissemination, it has its own function. Both belong to the category of dissemination. There is no absolute good or bad. It’s just word of mouth that Lao Zei is focusing on today.

Because there are more and more social communication advertisements now, homogeneity is extremely serious, and companies are competing fiercely for creativity. On the contrary, there are fewer and fewer precise communication advertisements that focus on interests. At this time, it may be a good idea to turn around and concentrate on one point. for example:

If you use your brain frequently, eat 6 more walnuts

58.com is a magical website

Don't call mom when you are hungry. Are you calling mom?

5 minutes of charging, 2 hours of talk time

Huawei nova3 poster-level selfie

You are beautiful in nature.

Qinghualang, one of the two major Maotai-flavor liquors in China

Afu, that's essential oil

Wangpin only serves six customers with one cow

As for this kind of word-of-mouth advertising slogan, there is a good little method. After thinking of the slogan, you can do a comprehension test on it:

Gather a group of people to read this slogan, and then have them write down their own understanding of it.

If you invite colleagues and they all have different understandings, then the internal strategic thinking will not be unified. It is possible that everyone will focus on different things, wasting resources.

If you find users and they all have different understandings, even different from what you want to express, then the marketing cost will be too high and you won’t be able to explain it.

As mentioned earlier, this kind of advertising slogan has a twelve-character principle: "Clear at first glance, familiar at first sight, and spread quickly."

In addition, one of the most important principles is to reduce the marketing cost of slogans, mainly by reducing the cost of cognitive memory and the cost of communication and diffusion.

1. Reduce cognitive memory costs

To reduce cognitive memory costs, in simple terms, means being able to understand and remember at a glance.

In addition to the basic requirements such as brand/product benefit points, universalization, colloquialism, scenario-based, and conciseness, one point that needs special attention in reducing cognitive memory costs is to avoid the "curse of knowledge."

In the book "Made to Stick: Why Some Ideas Survive and Others Die", a famous concept was proposed - "the curse of knowledge".

The so-called "curse of knowledge" means that once you gain a certain knowledge, it is difficult for you to imagine what it would be like if you did not know this knowledge.

This can easily cause cognitive and communication barriers between "people who have acquired certain knowledge" and "people who have not acquired this knowledge", because no matter how you change your perspective, you have been "cursed" by the knowledge you know.

Therefore, when we are writing copy or explaining things to others, we always feel that everyone should know this common sense and there is no need to introduce it.

The reality is, most people really don’t know, you just think they understand. The more you know, the more you are "cursed".

Therefore, if you want to reduce the cost of cognitive memory, do not write from your own perspective. Not only that, you must continue to gather groups of people to read and listen to this slogan to eliminate the "curse of knowledge."

In this process, there is also a simple standard - if a paragraph you wrote needs to be explained in another sentence, then just use the latter sentence. If you can’t explain it clearly, how can consumers understand it?

I have probably passed on this strategic advertising slogan "The best anti-dandruff brand is Head & Shoulders" countless times. Not only is it fully integrated with the product benefits, but most importantly it cannot be expressed more clearly. Just like a jingle, it has no cognitive cost at all, and you can understand it at a glance. It is very easy to remember. But some advertising slogans cannot be defeated even with all the money!

2. Reduce the cost of communication and diffusion

To reduce the cost of communication and dissemination, you can tell it at a glance and be happy to introduce it to others.

You have to know that consumers are not good at summarizing. Even if they think your product is good, it is difficult for them to summarize it in one sentence to tell others. Besides, they don’t have the time to help you summarize the product slogan. If you want to spread the message, you need to summarize it in one sentence and let consumers use it when they tell others.

One thing that requires special attention at this time is the accurate transmission of information.

Once your slogan is spread, the recognition and memory costs are indeed very low, and consumers can understand it at a glance. But if the information conveyed is not accurate and he cannot grasp the key points, how can it be spread?

From the perspective of brand and product, everyone always hopes that advertisements contain a lot of content. They wish that all the content could be crammed into the advertisements, for fear that their selling points have not been listed completely. They feel that they cannot be considered a big brand if they do not mention a dozen or twenty product advantages.

In fact, an advertisement cannot have too many points, and consumers cannot accept so many points at one time. It's already amazing to be able to convey a point.

You don't need to put so many points in your advertisement, say a lot, and make it fancy. It is becoming increasingly difficult to impress people by simply stacking selling points. You just need to use the consumer's language, or shape the consumer's scenario, or impress the consumer's emotions.

It is often just one point that reveals the core essence of the brand and can strongly impress consumers, thus promoting its spread.

For example, the slogan "Guazi used car direct sales network, no middlemen to make a profit from the price difference" is, in my opinion, one of the best advertisements in recent years to help consumers summarize the selling points of products. Not only has it infinitely reduced its advertising costs, but it has also relied on this one point to try its best to impress consumers and open up the market.

In short, Jiang Xiaobai’s brand director Ye Ming once said: Advertisements that cannot generate secondary dissemination are rogue.

No matter what form the slogan takes, it must be disseminated and diffused to a certain extent, and it must be effective.

The kind of advertising slogan that Lao Zei is talking about today is not a sentence spoken to consumers, nor is it a monologue. Instead, it combines the brand and product to design a sentence for consumers to say when they want to recommend the brand/product.

So, when someone wants to recommend your product, what exactly do you want them to say?

Source: Mumu Laozei