I’m lovin’ it. Have it your way. A diamond is forever…
These are just some of the many clever one-liners companies have used 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 probably even seen a few this week that havent stuck. 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.
How to make a one-liner.
A one-liner 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 future customers (if possible) which slogan/one-liner they enjoy the best.
Once you have a good idea of what your future audience likes, then, you can decide if that’s the one!
The Block Bard