Slogan Writer Profile: Helen Kingston – Dive in with the Mermaid

Slogan Writer Profile: Helen Kingston – Dive in with the Mermaid

Over the next few months we’ll be featuring some of the great slogan writers of Slogan Slingers. You’ll find some of the writers are as unique as they slogans they write. First up is Helen Kingston, a two-time slogan winner on the site.


Helen Kingston (user name: hkingstn) is a part time screenwriter and professional mermaid (we’ll get to that in a second) who loves putting words in the right order to tell stories and sell ideas. Brevity is indeed the soul of wit. And in slogan writing she enjoys the challenge of conveying a brand and an idea in a few, memorable words. Originally from the land of Shakespeare, Helen currently lives in North America.

Since joining Slogan Slingers Helen has won two slogan contests, including “See the World in Your Hands” for CobbleWeb. Whether writing a story or a slogan, her focus remains the same: the audience. How do the words make them feel? What does it make them think in that moment? Other than the rare gems that make people laugh, the slogans she admires the most are those that engage the imagination, such as the National Lottery’s: “It Could Be You.” People see the slogan and think, “You know … that really could be me. And if it was, what would I do with all that money?” Right there and then, they use their own imagination to create their dream house or holiday. The human imagination is far more powerful than the human will, so they go to the store and buy a lottery ticket.

Helen is an advocate of Billy Wilder’s writing rule “Don’t be boring” and dislikes slogans that are too long or dull or both. After graduating with a degree in English Literature and Writing, Helen worked in the British Film Industry and played a mermaid in Martin Scorsese’s Hugo before crossing the Atlantic (she didn’t swim) to teach screenwriting at a university. Helen is keen to write copy for clients, from website content to scripts for commercials, she’ll do it all. She is a story addict, a word junkie and will be heading to Hollywood this summer to pitch like crazy. Helen Kingston: Small Notebook. Big Imagination.


Twitter: @kingstonwrites


More slogan writers to come! Keep track to see if your profile gets posted and be sure to check out more of the great writers of Slogan Slingers.

We’re Back!!!!

What a weekend it’s been.  We were hit with every possible hosting/server issue imaginable.   Well probably not every issue…but it felt that way.  After years with probably less than 5 minutes downtime total, we were down for a solid two plus days.  It looks like we got most if not all emails sent during that time but if you emailed us between Friday at noon and Sunday afternoon, please email back if you do not get a response.  Thanks to everyone for your patience during this time and hopefully we’ll go at least a few more years without having to go through anything like this again!

Slogans for Personal Injury Attorneys

Slogans for Personal Injury Attorneys

Need a catchy slogan for your personal injury practice? Start a contest now!

Need a catchy tagline for your personal injury practice? Start a contest now!

Let’s face it personal injury attorneys have an image problem even though they perform a vital service that helps many people the public distrusts such lawyers. One way to help improve the image of injury attorneys and separate a law firm or attorney from the popular misconceptions about the profession is with a catchy slogan.

Emphasize Values

A tagline that emphasizes ethics, compassion and justice can get this message across to the public. An example of this is used by Barnes & Thornburg, a nationwide law that uses the slogan: Enduring Values. This tagline sets the firm apart by stressing values rather than money.

Many people dislike lawyers because they see them as cold-hearted litigators that are lacking in compassion and empathy. The Gardere law firm which operates in Texas and Mexico tried to counter this with: Legal Knowledge. Human Wisdom.

Another good example of a catchy slogan that emphasizes values would be: Where Law and Compassion Meet or Where Justice and Compassion Meet. People who have been injured want justice but they also need and want compassion.

Stressing two or three values is another excellent way to set a law firm apart from the crowd. It might be done with: Legal Expertise with Compassion and Honesty.

Emphasize Skill

Emphasizing values can backfire because people don’t just want values in an attorney. A person goes to a personal injury attorney because she is in a situation she doesn’t understand and needs help. She also wants to somebody fight for her because finds herself in the middle she doesn’t understand.

A tagline designed to meet this situation might be: We will fight for you with honesty and compassion.

Slogans that emphasize rights work well because people generally go to an attorney when their rights have been trampled upon. A really good sloganthat shows the public what personal injury attorneys is all about is: You’ve got rights. We protect them.

People seeking injury attorneys often feel vulnerable and victimized because they have been victimized. They want to be empowered or at least feel that there’s a way out of the situation that they are in. A tagline for that situation is: You don’t have to be to a victim anymore.

Empathy is the Key to Effective to Personal Injury Law Slogans

Empathy with potential clients can help you write or choose an effective personal injury law slogan. When you write slogans or try to pick slogan contest winners try to put yourself in the place of a potential client.

Think: “I’ve just been injured and then lied to and perhaps cheated by the insurance company and its lawyers.” A person in that situation feels distrustful after all the only attorneys she’s seen are the ones trying to talk her into signing away her rights.

A tagline for this situation might be: I’m a lawyer and I’m on your side. That mantra adds humor which can help to humanize a dreadful situation. An even more effective slogan might be: We understand what you’re going through and we know how to help.

A little empathy can go a long way in making an effective slogan that attracts clients. If you can change a person’s perception of personal injury attorneys you can get yourself a client.