One-Liners & Slogans: Why Your Company Needs a One-Liner


“I’m lovin’ it”… “Have it your way”… “A diamond is forever”… these are a just few of the many One-Liners and Slogans customers can recall hearing.

Companies have used One-Liners and Slogans to keep customers coming back time after time.

A good one-liner rings in the ear of those who hear and say it.

A bad one-liner is forgotten almost instantly.

You have likely even seen or heard a few this week that didn’t exactly stick. How unfortunate is that for those brands pitching their ads with a missed message? 

Your message should be clear and concise, if it isn’t already (do that now). It may be a sentence as your business might be more complex than most. Bring that sentence down.

Your message is your mission defined simply.

The more simple, the better.

This is how you make great One-Liners and Slogans.

How to make a One-Liner. 

A one-liner/slogan should have no less than 3 words, and no more than 10. 

Some companies have successfully pulled off 2 word one-liners, (but these are the unicorns).

And scarce do companies with more than 10 word one-liners see any benefit from it at all. 

Your one-liner should contain some, if not all of the following:

  • 1. Keywords (regarding your focus)
  • 2. Rhymes (either subtle or direct)
  • 3. Humour (puns; unless it’s a serious business)
  • 4. Jingle (a ring, or flow from the tongue)
  • 5. Customer focus (words like: You, Why)

After jotting down a few words, and then piecing them together like a poet a couple times, you should have a few different examples. Then, always ask your friends, or family, or preferably your future customers (if possible) which slogan/one-liner they enjoy the best.

You can achieve this by running a simple split test ad. with the only variable you change being the One-Liners or Slogans in the copy.

Once you have a good idea of what your future audience likes, then, you can finally decide if that’s the one!


Mackenzie Andres.


Founder | Head of Copy

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