An advertising slogan generator is a computer program or algorithm that creates slogans. Such programs are designed as a cheaper alternative to human slogan makers but they may not be as effective.
Since they lack creativity, imagination and intuition advertising slogan generators are very limited tools. Such programs can create a large number of taglines but there is no guarantee they will be effective.
Many businesses use advertising slogan generators because they are cheaper than slogan writers or a slogan contest. The drawback to using a generator is that you will probably have to sift through dozens or even hundreds of taglines in your search for an effective catchphrase.
That means it might be more cost effective to hire a professional slogan maker to create a tagline. An entrepreneur might be well advised to spend more of her valuable time in the business and less trying to write slogans.
Advantages of Slogan Contests
There are some very cost-effective alternatives to advertising slogan generators that many businesspeople are not aware of. The most intriguing of these alternatives is a slogan-writing contest. In such a contest writers compete to create taglines. Only the writer whose wording is accepted gets the prize.
The big advantage to such a contest is obvious: an enterprise can have dozens or even hundreds of writers competing to create its slogans. Slogan contest websites such as Slogan Slingers can potentially reach hundreds of writers all over the world.
Although advertising slogan generators can be more cost effective, contests are more flexible and offer more diversity. Unlike algorithms the people that participate in the contest have creativity, sensitivity and emotions. They have a better understanding of what catchy slogans are because they understand human emotions.
Effective Slogans Appeal to Emotions
At the end of the day slogans are designed to appeal to emotions. There is no way that a computer program can understand human motions or learn how to manipulate them. A human writer participating in a slogan-writing contest can and will.
More importantly such a creator knows which emotions are negative and which are positive. Taglines that evoke positive emotions are generally more effective than those which rely upon negativity. Kentucky Fried Chicken’s classic “finger licking good” phrase is effective because it evokes positive emotions about the company’s fried chicken. The phrase says that the food is tasty.
There is no way that a computer program can understand the appeal of tasty food. Nor can it understand the traditional American phraseology which evokes the good old days of country living. Such sentiments are based purely upon emotion and little else.
A tagline created by an advertising generator may inadvertently appeal to negative emotions because the generator cannot understand that those emotions are negative. Nor can it spot such potential turnoffs as offensive phrases and words. Since the generator has no emotions it cannot understand why certain words might have a specific effect upon human beings.
Advertising slogan generators can be powerful tools but they are limited tools. Entrepreneurs should consider alternatives before turning to one.
The old saying states you can catch more flies with honey than with vinegar. This saying is certainly true that which is sweet or positive will always attract more attention than what is negative. That’s why catchy slogans are often positive.
Even though a negative tagline might attract attention it will repel potential customers from your business. It will also reflect badly on your business because people think negative thoughts about it. The first thing many people think about when they think about a particular service or product is often the slogan. So if you use a negative tagline people will be thinking negative thoughts about the business.
A successful slogan maker knows how to make businesses and organizations look good. This is often done by creating positive slogans that make people feel good about organizations or their services. A classic example of this is McDonald’s “you deserve a break today.” This catchy slogan implies that something good will happen when you go to McDonald’s. It says you’ll leave McDonald’s feeling better than when you came in, so the tagline gives people a reason to go to McDonald’s.
The reverse is true of negative taglines that tell potential customers something bad. A tagline that bashes a competitor tells customers, “our business is bad that the only way we can promote it is to knock the competition.” A tagline that plays on a negative emotion such as fear does much the same thing.
If Joe’s Alarm Company uses the slogan “your family is not safe at night.” All Joe is doing is telling his customers that their family is in danger. That is not positive. On the other hand, if Joe used an advertising slogan generator to create the phrase “we keep your family safe at night.” He is telling customers something positive and that they can keep their families safe.
Slogans Should Convey a Benefit
Conveying a positive emotion such as safety or security is what successful slogans do. They imply a benefit to the customer while negative slogans tell the customer that something is wrong. WalMart’s classic “Save Money Live Better,” tells a potential customer that you can improve your life by shopping at the big box store. It makes something that might convey negative emotions (shopping at a discount store) and puts a positive spin on it.
A slogan that said WalMart has cheaper prices than everybody else does the opposite. That implies that WalMart and its merchandise are substandard and that there’s something wrong about people that shop there. Obviously that will repel customers rather than attract them.
When you are using an advertising slogan generator always be aware that negativity can cost you and defeat the purpose of creating taglines. Even unintentional negativity can drive away potential customers by giving them a negative image of your product or business. Positivity on the other hand will attract business by making people associate your business with something good.
The biggest mistake that entrepreneurs make when using an advertising slogan generator is to ignore the basics of slogan writing. All catchy slogans have a few basic attributes in common that you need to be aware of.
The basic characteristics of a catchy slogan include:
- Simplicity: An effective slogan has to be simple so readers can understand it with a glance. If a tagline is complex or hard to understand it will not work. Long phrases, obscure wording, hidden meanings and allusions complicate taglines and make them ineffective. A good rule of thumb to follow is that a reader should be able to understand what you’re saying in ten seconds.
- Honesty: The slogan should honestly and accurately describe your product. The last thing a slogan maker should do is to deceive the potential customer. Make sure you’re not lying to the customer or raising expectations you cannot meet.
- Compatibility: A catchy slogan that does not fit in with the rest of your advertising or your logo will not work. You should create a tagline that will fit in with your advertising and with your logo. The last thing you want is to completely redo all of your advertising to fit in with a new slogan.
- Entertaining: An effective tagline should be entertaining in some way. Many catchphrases use humor to be entertaining but drama can be just as entertaining. Entertaining slogans are effective because they are memorable. An example of a dramatic slogan that’s effective is “The Stock Market for the Next 100 Years,” which was used by NASDAQ.
- Positive: Negativity drives potential customers away, so a slogan should be positive in some way. It should say something good about your business. If the slogan says or implies something negative it will drive people away. A classic positive slogan is Avis’ “we try harder” which says we work hard on your behalf.
- Original: An original slogan shows your creativity and helps differentiate your business from the crowd. Simply imitating someone else shows that you lack imagination and don’t want to go to extra length to promote your business.
- Distinctive: The reason you employ an advertising slogan generator is to set your business apart from the pack. To do that you need a slogan that is distinct or different. You must show your customers why your product or service is different. A distinctive tagline is one of the best ways to do that.
- Well written: The best slogans are well written and professional. They show the potential customer the quality of an organization and its people and products. A poorly written slogan tells a potential customer that your organization is sloppy and unprofessional. A well-written slogan shows customers that you are dedicated to doing a first rate job.
- Short: The best slogans are easy to read and simple which means that they are generally short. A good rule of thumb to follow is that an effective tagline is never more than five or six words long.
Whenever you use an advertising slogan generator or a slogan writer you should keep the basics in mind. If you follow them you will have much easier time creating an effective tagline for your organization.
The last thing that a slogan maker needs to do is confuse potential customers, yet that is exactly what many taglines do. Instead of telling the public about a business, product or service the tagline simply leaves people scratching their heads.
The latest example of this is the Russian city of Sochi which will host the 2014 Winter Olympics. The city has created a tagline of “Hot.Cool.Yours” which is a little confusing. For example, what does the word “hot” have to do with the Winter Olympics? Or for that matter the word “yours”?
One problem here might be language. This might be a catchy slogan in Russia, which is written in the Cyrillic alphabet, but it doesn’t register the same in English. Instead it’s just confusing. This tagline demonstrates the pitfall of trying to create a humorous or hip slogan.
The truth is that this tagline doesn’t promote Sochi as a winter destination nor does it promote the games or the new Post-Soviet Russia. The games’ President actually had to explain what it meant to reporters.
If the slogan has to be explained to people, the slogan maker has failed in his/her job. Taglines are supposed to be easily understood in order to be catchy. A person needs to get the basic idea of the phrase from a quick glance at it. The “Got Milk slogan works because it is easily understood.
A good rule of thumb when using an advertising slogan generator or a slogan writer is you should be able to understand any phrase they create in a second. If you have to think about a slogan for more than a few seconds, the slogan maker has failed.
Confusion Leads to Ineffective Slogans
The more confusing a slogan is, the less effective it will be, because most people will simply ignore what they cannot understand. The reverse is also true if an easy-to-understand slogan is more likely to attract attention.
Therefore it is often a good idea to run a potential slogan by a few different people before using it. Ask what they think and more importantly, if they get the meaning of the tagline. If they don’t, you need to go back to the advertising slogan generator.
The catchiest slogans are the easiest to understand because they often contain no ambiguity or double meanings. A large number of people can understand the phrase quickly and easily simply by glancing at it.
Remember just because you understand a tagline doesn’t mean that everybody else will. This goes doubly so for humor, just because you get the joke doesn’t mean that others will.
You want a slogan that everybody will understand not something that will confuse and ultimately drive away your readers. Yet that is exactly what businesses do every day when they chose confusing slogans. If you make catchphrases simple and easy to understand people will remember them. More importantly, they will remember the product or business that you are trying to promote.