Testing a Line for Effectiveness

The line may look good on paper, but there are some tests you can give the words to see if they really work:
  • Does the line help when you're ordering the product or service?
    Some examples that do:
    • "I want to have 'the ultimate driving machine'." (BMW)
    • "Give me 'taste. Not waist'." (Weight Watchers Meals)
    • "'Why fool around with anyone else?'" (FedEx)

    Some examples that don't:
    • "I want a beer that's 'good, but not that good.'" (Tennents)
    • "I want two tickets to Brussels on 'Britain's second-largest international scheduled airline'!" (Air Europe -- now out of business)

  • Does it prompt a sarcastic or negative response?
    Some examples that do:
    • Delta Airlines: "We get you there."
    • Mobil: "We want you to live."
    • FileMaker software: "What's your problem?"
    • Eastern Airlines: "We have to earn our wings every day."

  • Does it sound a bit pompous?
    This is where you read the line with the utmost gravity, like an American narrator in a 50's corporate film, giving it the true spin of importance. These fail the test:
    • Ariel Ultra: "Digests the fatty food stains ordinary compacts leave behind at 40°."
    • Churchill: "Surprisingly passionate about insurance."
    • Kyocera: "Doing what others dare not."
    • Olivetti: "Our force is your energy."
    • The Hair Clinic: "Where excellence is an everyday word."

  • Does it reek of 'corporate-speak', sounding unreal?
    • Most banks: "Where people make the difference."
    • Ames Rubber: "Excellence through total quality."
    • Neptco: "Committed to innovation, quality and service."
    • Powergen: "We do everything in our power to put you first."
    • United Research: "Accelerating strategic change."

  • Does it make you say "Ho hum...", like these?
    • Cadillac: "It out-steps its own great traditions!"
    • Izod Lacoste: "We are what others pretend to be."
    • Staffordshire Building Society: "A real building society -- mutual since 1902."
    • Currie Motors: "Nice people to do business with."
    • "Visit your Tetrad stockist and discover the Tetrad lifestyle."

  • Does it make you say "Oh yeah?"
    These do:
    • British Rail. We're getting there.
    • British Telecom. It's you we answer to.
    • Kmart. Changing for the better.
    • Tellabs. Leadership in providing innovative solutions to the telecommunications industry worldwide.

  • Does it sound a bit mixed up?
    • Caltex Oil. At the heart of your engine. And the community.
    • XS Health. Medical insurance for you. Because you don't get ill.
    • Stillwell Ford. We put people in front of cars.

In any event, here's to more creative, effective slogans. We'll be watching!