1. Ask a question
Does she or doesn't she?   -Clairol

2. Show your unique commitment
We try harder    -Avis

3. Explain product superiority
Takes a licking and keeps on ticking    -Timex

4. Evoke a benefit in a fresh way
Let your fingers do the walking    -Yellow Pages

5. Use an emotive call to action
Reach out and touch someone   -AT&T

6. Use an evocative call to action
Put a tiger in your tank   -Esso

7. Use an imperative call to action
Just do it   -Nike

8. Use a one-word call to action
Think   -IBM

9. Use a cheeky call to action
Let us tan your hide   -Crisby Frisian Fur Co.

10. Revisit a familiar call to action
Reach out and bust someone   -Crime Stoppers

11. Link a product feature with an abstract need
A diamond is forever   -DeBeers

12. Link a feature with your address
We corner the market   -Irving Rivers Ltd.

13. Combine a feature and a benefit in the same phrase
Make yourself at home   -IKEA

14. Declare a superlative feature
The world's #1 selling financial software   -Quicken

15. Make a compelling promise
The world on time   -Federal Express

16. Be whimsical
It's the real thing   -Coca-Cola

17. Say it staccato
Soothes. Cleanses. Refreshes.   -Murine eyedrops

18. Use a two-fold delivery with a twist
Common sense. Uncommon results   -David Ingram and Associates

19. Address a specific need
For women whose eyes are older than they are   -Robert Powers skin cream

20. Be abstract but client-centered
After all, it is your information   -Authentex Software

21. Describe your product in a novel way
Liquid jewelry   -Lorr Laboratories nail polish

22. Link company name to product benefit
Never forgets   -Elephant Memory Systems

23. Suggest the cost of not using your product
Because so much is riding on your tires   -Michelin

24. Be grotesque to make a point
Wears like a pig's nose   -W. M. Finck & Co. men's overalls

25. Turn a current business maxim on its ear
Think small   -Volkswagen

26. Link a well-known phrase with your product benefit
Understanding comes with Time   -Time magazine

27. Brag about yourself
We take the world's greatest pictures   -Nikon

28. Brag about your product and your client
You and Betty Crocker can bake someone happy   -Betty Crocker

29. Take a breath and say it all
Finest anti-knock non-premium gasoline ever offered at no extra cost   -Union Oil Co.

30. Describe your service and its #1 benefit in two words
Advertising pays   -Industry maxim

31. Personify your product
Laughs at time   -Du Pont paint

32. Distill your business into one phrase
The Document Company   -Xerox Corp.

33. Tie your slogan to your logo
Get a piece of the Rock   -Prudential Insurance Co.

34. Dare to be different
Dare to diff   -LOEB Cola

Alan Sharpe is a North American copywriter who specializes in business-to-business copywriting for Fortune 1000 high-technology companies. He helps them increase sales and generate leads. Alan works with advertising agencies and multinationals to develop print ad campaigns, direct marketing programs, sales and marketing collateral, slogans, taglines, product branding, and online advertising. His Website is http://www.sharpecopy.com/.

Read about company names.
Read about logos.
Read about company identity.
Read about company colors.

Copyright 1999 Alan Sharpe. All rights reserved.