This is the time of year when half of Americans feel obligated to set goals for themselves, some more realistic than other others. We all start out with the best of intentions to keep those resolutions and make a difference in the New Year. As time goes on, however, people lose sight of their good intentions and goals in the press of everyday life. In fact, after one month, only 64% of people who made a resolution have kept up with it. By the end of July, fewer than half of the resolutions made have been successful. Have you made any New Year’s resolutions? Are you keeping them so far? I resolved to exercise more, and managed to keep up with it for two weeks, but I, too, am already beginning to fall off the wagon.
So what can we do to help us keep to those resolutions to lose weight, eat healthier, or stop smoking? There is the usual advice, which falls along the lines of to-do lists, peer pressure, and fine for failure to keep up (donated to charity, or other good cause, of course). For some, that may work well, but the statistics haven’t changed much as the advice changes. So, why not try a new approach?
Companies use advertising to meet their resolutions of increasing profit and expanding business. I don’t need to quote statistics to show you how effective these are at catching your attention; just try to think of businesses off the top of your head. My bet is that most of those companies have advertising slogans.
So, how does business advertising relate to keeping your personal New Year’s resolutions? It’s simple, really. We remember things that are catchy, short, and memorable. So, to keep your friends, family, and even yourself interested in your goals, why not make a slogan for the goal, the year, or even your life? Think about it, when you say, “I want to lose weight” you are setting a goal, although phrased as a desire. It is stronger and more memorable to say, “I want to be known as ‘that skinny person’ around the neighborhood.” “That skinny person” becomes your slogan for the year.
Now, think about how you will answer people who invariably will ask what your New Year’s resolution is. Will you tell them you want to lose weight or will you tell them your new slogan for the year? Which one will they remember? Your friend or co-worker may laugh with you as you announce your slogan, but it will stick with them, giving them better incentives to keep you on track with your weight loss goals.