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:
- The Product
- The Use Case
- The Brand
And also, the urgency that I want to imprint:
- solving a pain (aspirin)
- improving a situation (vitamin)
- a bare description of the facts (neutral).
If we put that in a matrix, we get the following options.
|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.
|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.|