Always be on the lookout for credible images and words to associate with your idea, product, cause – or yourself. Here’s three ways to anchor your words in their minds.
1. Hijack a familiar slogan to use in a new way.
After a company has spent millions to make a slick slogan well-known twist it in a new direction for your intended meaning.
Example:
Redwood Hospital in Northern California used this billboard variation of the popular milk slogan to ask for blood donations: “Got blood?”
2. Be provocative, by comparision.
Know your audience then take your chances.
Example:
In a review of the uplifting memoir by Terry Ryan, centered on her mother, The Prize Winner of Defiance, Ohio: How My Mother Raised 10 Kids on 25 Words or Less, Jennifer Foote Sweeney wrote, "I (have) accepted Evelyn Ryan as my personal savior."
3. Use “The/Of” Rule
Fill in the blanks in this sentence: The ___ of ___ .
Examples:
Musician Jon Hendricks is the father of vocalese. That’s the art of setting lyrics to jazz instrumental standards and then having voices sing the instruments' parts. That's why Time Magazine dubbed him the "James Joyce of Jive."
The Skoll World Forum on Social Entrepreneurship is called the Davos of social entrepreneurship.
“The Mini Cooper of office furniture,” is the apt tag line of the tiny firm, Turnstone. Their elaboration: “Leveraging parent Steelcase's technology and distribution channels, we offer small businesses great style for less, with big-business speed.”
