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Why are most slogans and taglines ineffective? Because they’re just words and a mind cannot understand words. A mind can only understand sounds.
Why do most Americans remember the battlecry of the French Revolution (Liberté, égalité, fraternité) when they cannot remember the battlecry of the American Revolution?
Because the sounds of the words “Liberté, égalité, fraternité” rhyme and that’s one of the powerful techniques for creating a memorable slogan. In addition to “rhyme,” there are four other techniques outlined in my new book, Battlecry.
(1) Rhyme: “Roto-Rooter, that’s the name. And away go troubles down the drain.”
(2) Alliteration: “M&Ms melt in your mouth, not in your hands.”
(3) Repetition: “The few. The proud. The Marines.”
(4) Reversals: “Two great tastes that taste great together. Reese’s peanut butter cups.”
(5) Double-entendre: “A diamond is forever.”
You might think companies and their ad agencies would be wise to these techniques. But few slogans actually use any of these memory-building tactics. In a recent survey of 266 advertising slogans, only 19 used any one of them.
Battlecry is a companion book to my previous book, Visual Hammer, and should be read together. Creating a slogan is only half the battle. The other half of the battle is a visual that will help drive your slogan into prospects’ minds.
The contour bottle helps drive “The real thing” into the minds of cola drinkers.
The duck helps drive the Aflac name into prospects’ minds.
The straw-in-the-orange helps drive “Not from concentrate” into the minds of Tropicana buyers.
Even “The ultimate driving machine” would not have been effective, in my opinion, without a visual hammer. And what was BMW’s visual hammer? It was the television commercials showing BMWs being driven over winding road by happy owners.
Over the years, there have been many advertising campaigns showing beautiful automobiles being driven over lush, winding roads. The hammers are terrific, but the nails are missing.
The trick is to find the right combination of a visual hammer and a verbal nail. And my two books, Battlecry and Visual Hammer, can help you do exactly that
Book Info: Non-Fiction Business / Roughly 28,000 words
1). Character Name(s): N/A
2). Gender: Male
3). Age(s): N/A
4). Project Rate: $225/pfh 2017-01-12 18:03:42 GMT 2017-01-22 12:00:00 (GMT -05:00) Eastern Time (US & Canada) Yes (click here to learn more about ) Closed 10 10 0 direct invitation(s) have been sent by the voice seeker resulting in 0 audition(s) and/or proposal(s) so far. Voice123 SmartCast is seeking 10 auditions and/or proposals for this project (approx.) Invitations sent by SmartCast have resulted in 10 audition(s) and/or proposal(s) so far.
WORDS VS. SOUNDS
We live in a world of words. The average person spends two hours a day reading and answering email. Then there’s Google. And Facebook. And Twitter. And other sites that attract our attention. More words, words, words. If you want to remember something, goes the saying, write it down. That’s why we make up “to-do” lists. And shopping lists. And recipes. More words, words, words.
People think words are the only way of communicating an idea.
The media we respect are the ones that deal with words. Rated even higher on “respect” than national newspapers and magazines, are non-fiction books. It’s difficult to become a top professor at a leading university in America without writing a few books. Whether they become best-sellers or not. As far as radio and television is concerned, we tend to think of them as “entertainment” media. Not good enough to make the big time. Printed words reign supreme. Spoken words are considered inferior to printed text. They’re just someone’s interpretation of the real thing.
But in reality it’s exactly the opposite. Spoken sounds are primary. Printed words are just physical representations of spoken sounds. Say “O,” for example, and you will notice that your lips form a circle. The other letters of the alphabet also have their origins in how sounds were formed in the mouth. Not only are printed words secondary to spoken sounds, but also words themselves are not the way your mind thinks.
Your mind can’t understand words. It can only understand sounds. Therefore, a printed word must first be translated into a sound before your mind can understand it. A sound can be understood almost immediately, but it takes time for a printed word to be understood. There’s a reason for this delay.
A mind consists of two brains: a left brain which handles sounds, a right brain which handles visuals. A printed word is a visual that enters your mind in the right brain where it is decoded and then sent to your left brain where it is transformed into sound. That takes time, approximately 40 milliseconds. It doesn’t sound like much, but if our stoplights were verbal instead of visual, you could expect even more carnage on our highways. Instead, our stoplights are visual with red for stop, green for go and yellow for caution. The visual half of your mind, the right brain, recognizes symbols without needing verbal translations. That’s why you can react quickly when a stoplight changes color.
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