It’s easy to write a slogan, but its hard to write a great one.
To aid me in the initial exploration, I first decide what I want to communicate:
And also, the urgency that I want to imprint:
If we put that in a matrix, we get the following options.
| Area | Aspirin | Vitamin | Neutral |
|---|---|---|---|
| Product | Product solves Situation. | Product improves Situation. | How the Product Works. |
| Use Case | Use Case is solved. | Use Case is improved. | Use Case description. |
| Brand | Aspirational Life post Situation. | Aspirational life with improved Situation. | Aspirational life. |
An Example. Let’s say I’m building a website with a system that helps companies find the best recruitment candidates. Here are the different ways I could talk about it.
| Area | Aspirin | Vitamin | Neutral |
|---|---|---|---|
| Product | The Linkedin bot that mines the best leads. | A Linkedin bot that gets hiring leads that churn less. | A bot that mines Linkedin for leads that match your colleagues. |
| Use Case | The best hiring leads from Linkedin. | Hiring leads that churn less. | Leads that match your colleagues. |
| Brand | Solving talent. | The better HR fit. | A company worth working for. |