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This article is following on from a news editorial I read explaining that a famous advertising slogan created in 1973 by Saatchi and Saatchi was dropped yesterday.

For almost 40 years, the Carlsberg brand has been using its celebrated slogan to sell beer.
It has entered into the minds of a generation and recalls the 80's when Orson Welles used his legendary voice to bring the slogan to life.

With AB Publish you create your own complete Business Website by simply typing in text and uploading photos using the easiest control panel around. You then publish it to the Internet and can manage, update and control the contents from anywhere, anytime.
But although we have made it easy to create a great Business Website, you will need to concentrate on the content, and especially your slogan.


What makes a great slogan?

There are millions of advertisements bombarding us on a daily basis making the task of standing out harder and harder.
Creating a advertising slogan is an important part of your marketing strategy.
It is worth it though - make sure your customers remember your advertising slogan and not your competitors.
If not, they will be using their Internet sites and not your Business Website!

When meeting the challenge of creating a great slogan, it can be helpful to look at the most successful ones and see what makes them good. The Top 10 Famous Advertising Slogans of the Century  compiled by Ad Age are:

10. "Where's the beef?" (Wendy's)
9. "When it rains it pours" (Morton Salt)
8. "Does she ... or doesn't she?" (Clairol)
7. "Breakfast of champions" (Wheaties)
6." Good to the last drop" (Maxwell House)
5. "We try harder" (Avis)
4. "Tastes great, less filling" (Miller Lite)
3. "The pause that refreshes" (Coca-Cola)
2. "Just do it" (Nike)
1." Diamonds are forever" (DeBeers)


So how do I create a Great Slogan for use on my Business Internet?

Unfortunately I have some bad news.
There is no magic formula or shortcut.
The creative process may take 5 minutes, 5 days or 5 months - there are no rules.

The famous advertising slogans customers remember all have several common points - they tend to be short, easy to remember and tied to an image of a strong product or a clear service benefit.
The following 4 guidelines will ensure you are on the right track to creating a fantastic slogan for your business website.

Make it stick
The best way to make your slogan famous is to ensure it is memorable.
Your advertising slogan must stick in the minds of your customers and be easy to remember.
A slogan that cannot be easily recalled is useless.
When you hear "Just do it" someone is going to play some sport and Nike comes instantly to mind.

Some of the best ways to make your slogan stick in the mind are:

Include one of your Key Benefits
A great slogan does not have to express the key benefit directly, but the words often suggest one.
Studies prove customers will  more easily remember a slogan if it contains a key benefit of your organisation, even if only implied.

Advertise the benefits and not the features and you will be more likely to have a great slogan on your Business Website.
A great example of a slogan which highlights explicitly the main key benefit is Apple when they introduced the iPod.
The slogan "1,000 songs in your pocket" states the key benefit of this product clearly and was an instant hit within the marketplace.

Make your Brand really stand out 
Great slogans differentiate your brand from the competition.
The slogan should highlight the character of the product or organisation and ensure it sets it apart from your competitors.
This is usually done by emphasising your unique selling position, for example Domino's Pizza "You get fresh, hot pizza delivered to your door in 30 minutes or less -- or it's free",  British Airways "The World's Favourite Airline" or Gillette with the great rhyming slogan of "The best a man can get"

And finally...solidify your Brand
This is where you recall the brand name or your organisation within the brand.
There have been many advertising compaigns with great slogans, but the actual organisation who provides the service is not memorable.
In this matter how good the slogan is, it is wasted!
One of the best ways is to include the brand name of your organsiation in the slogan.
My 2 favourite examples are "My Goodness, My Guiness," or "Don't just book it, Thomas Cook it."


Warning: slogans on Business Websites can work both ways!

A great slogan can make your organisation be noticed and stand out from the crowd, but it can also be a double edged sword.
This is especially true when the slogan is marketed abroad and is either badly translated or where the product name has a negative connotation in the foreign language.

Here are the "Top 10" of my  Backfired Slogans":

10. Clairol introduced their curling iron “Mist Stick” into Germany but unfortunately “mist” is slang for manure - not many people bought the “Manure Stick.”
9. Pepsi’s “Come Alive With the Pepsi Generation” translates into “Pepsi Brings Your Ancestors Back From the Grave” in Chinese.
8. Coors slogan “Turn It Loose” worked in America, but when they translated it into Spanish it came out as “Suffer From Diarrhea.”
7. American Airlines advertised their new leather first class seats to the Mexican market and simply translated their “Fly In Leather” slogan literally - this meant “Fly Naked” (vuela en cuero) in Spanish.
6. The Frank Perdue’s chicken slogan, “It takes a strong man to make a tender chicken” is catchy in English, however it was translated into Spanish as “it takes an aroused man to make a chicken affectionate.”
5. An American T-shirt maker in Miami printed shirts for the Spanish market which promoted the Pope’s visit. Instead of “I saw the Pope” (el Papa), the shirts read “I Saw the Potato” (la papa).
4. The Dairy Association’s huge success with the campaign “Got Milk?” prompted them to expand advertising to Mexico. It was soon brought to their attention the Spanish translation read “Are You Lactating?”
3. The Scandinavian manufacturer Electrolux used “Nothing Sucks like an Electrolux” in an American campaign for their flagship vacuum cleaner
2. General Motors famously tried to market their Nova car in Central and South America and found out later that “No va” in Spanish means “It Doesn’t Go”
1. Parker Pen marketed a ball-point pen in Mexico and wanted to proclaim “It won’t leak in your pocket and embarrass you.” and used Spanish verb “embarazar” thinking it meant embarrass, unfortunately this means "to impregnate" and so the resulting slogan read “It won’t leak in your pocket and make you pregnant”

Remember, the goal with your slogan is to come up with something that will stick in your customer's mind and will take your organisation further.
It should be clever, unique and communicate your key benefits in a simple and believable way.

We have a fantastic Website Creation System at AB Publish.
It allows you to create your own professional and quality Business website.
We offer an intuitive online interface where you can have your Website up and running in minutes. 
But the content may take a little more time... 

Thu 7 April 2011 19:39:44

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