1. Capture attention?
2. Differentiate your business from the competition?
3. Evoke a rational and an emotionally positive response?
4. "Tip" your customer over from seeing into buying?
Or, like me, have you not yet crafted that subtitle that appears after your business name - one that cements your relationship with your customers - making them proud to buy and to tell others?
Toms Shoes sets the bar rather high with the motto, "one for one." It's the owner's commitment to give one pair of shoes to someone who badly needs them - each time someone buys a pair. Watch this (and flinch) to see why that promise is a life-changer.
Who knows? A global firm may feature your small business in their advertisement to enjoy the Halo Effect. And bloggers may cover your unique story - tied to the news hook of your slogan. That can raise your profits and your capacity to do good.
Here's to more "creative capitalism" business models that you and I can adapt to our kind of work - turning a profit while doing good.
Next: Tie your slogan to an experience that builds customers' involvement. Better yet, that brings out their better side.
Isn't it amazing what magic the right words can conjure up?