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Limelight Team

Writing a Slogan

By Limelight Team, Marketing Strategy

Writing a Slogan

A slogan is an advertising tag-line or phrase that advertisers create to visually expresses the importance and benefits of their product. A properly written slogan can have a positive effect in building and sustaining name recognition. A good slogan immediately identifies with the company’s product. In an overcrowded market, companies in the same industry need to set themselves apart.

Your brand is more than a logo or one-liner. It’s your customer’s first experience, your voice and your badge of honor. It helps customers to remember you and differentiate you from other businesses. People should be able to identify with the concept or theme so that its memorable.

Good slogans should be unique and comprehensible to potential customers. It has the ability to loan people’s time and attention by putting consumers at the heart of the solution. A catchy slogan is so crucial that companies spend billions on advertisements around the world to develop a marketing campaign to establish brand awareness.

There are a few basic questions you have to ask yourself when developing or critiquing your own slogan;

  • Does it answer the reader’s question about what’s in it for me?
  • Does it answer the reader’s question about how this will help me?
  • Does it solve a problem the reader might have related to your product or service?
  • Is it about the reader or about you?

Step 1 – Know your target audience

Understand various benefits your target audience is looking for and rank them in order of importance to begin developing your tagline. A good slogan must stay consistent with the brand name either obviously stated or strongly implied. It’s better to include the name of your business to it.

Step 2 – Define your target response

Reveal your purpose and benefits of the product by conveying the message in consumer language. Turn bad into good. Suggest the risk of not using the product. Create a positive feeling for the consumers.

  • What outcome do you want to create … what do you want your audience to think or say?
  • Write a list of words or phrases that communicate your idea and that also tie to your logo or a visual you’re using.
  • Look up the words in a dictionary and write down different uses of the word and cross-references to other words.
  • Use that list to generate new ideas.
  • Cut the list to your top few favorites.
  • Then “play” with the words by using tools like rhyming or alliteration.

Step 3 – Simplify… Simplify… Simplify…

Simplicity adds power. People tend to remember the simplest slogans. Some of the best taglines or slogans are still being used today, even though they were launched several years ago. Communicate your message quickly, using active verbs.

Step 4 – Rewrite… Rewrite… Rewrite…

Once you complete your initial drafts, set them aside. Come back later and review them. You’ll probably want to make changes. Keep the process going. When you’ve got it, you’ll know it!

A few quick DOs and DON’Ts to keep in mind when creating a winning tagline:

  • DO collect other company’s taglines and analyze what works and what doesn’t work.
  • DO start by developing a list of what’s unique to what you do and your way of doing it.
  • DON’T use hip or esoteric taglines. You need everyone to understand it, keep it clear and concise
  • DON’T make your tagline too general.
  • DO your own mini-market research. Ask strangers (and acquaintances) if they understand your business after seeing and hearing your tagline.
  • DO use your specific target audience in your tagline, if possible.
  • DO keep it short.
  • DO turn the phrase around. If you can’t say it without skipping a step, then rephrase it.

With that said what are some of the benefits of a good slogan?

  1. It can motivate people to buy.
  2. Describes what is special about you or your business.
  3. Adds punch to your stationery and ads.
  4. Captures people’s attention.
  5. Differentiates you from your competition.
  6. Encapsulates your business philosophy.
  7. Focuses your marketing on target markets.

What are some of the attributes of a good slogan?

  1. It should be short.
  2. It should be memorable.
  3. It should reflect your business philosophy and target markets.
  4. It should appeal to your customer’s emotions.
  5. It should have a “ring” to it.
  6. It should work when written and said out loud.
  7. It should be specific.

Here are a few examples of memorable slogans:

Ford: “Built for the Road Ahead”
IBM: “We Make IT Happen”
L’Oreal: “Because I’m Worth It”
Nike: “Just Do It”
Mazda: “Zoom Zoom”

And remember…

“Good Ideas are a dime a dozen, but implementation is priceless”. 

Slogans for Realtors

Slogans that state the obvious and do not convey attributes people look for in a Realtor
Good slogans that convey benefits, personality and differentiates
the Realtor
A Good Listener
A Name Friends Recommend
A name you can depend on
A Tradition of Sound Advice
A Realtor You Can Trust
Anyone can sell your home. I can sell it for more.
A Traditon of Trust
Buying or selling a home doesn’t have to be hard.
A Trusted Name in Real Estate
Choosing The Right Realtor DOES Make a Difference
A Trusted Name in the Business since 1996
Finding homes for families like yours
Advice you can Trust
Get Listed. Get Sold.
Always putting your best interests first!
Help Families Make The Right Move
An Uncommon Realtor
I Never Forget You Have a Choice
Bringing Home Results
Looking for a knowledeable, approachable, service oriented Real Estate Agent?
Buying or Selling, call today!
Purveyor of fine homes to fine people.
Call me for your real estate needs
Take the worry out of condo buying. Call the specialist.
Committed to Service Excellence
The strength of teamwork…The reputation for results.
Dedicated to exceptional service
Turning Your Dreams Into an Address
Exceeding Your Expectations
Your Real Estate Coach

Spotlight on Ubertor Websites – Ubertor Blog

By Limelight Team, Ubertor

I had the opportunity to sit down with Mike Blaney of Limelight Marketing last week to discuss his new company, and where he sees technology and Real Estate heading in 2014. A lot of great insight was shared between us. You can find the details of our chat below.

Who makes up the Limelight Marketing team? And what does everyone on the team do?

Limelight Marketing is a team of 3 made up of Mike Blaney, Luica Siplakova and Hanne Nielsen. We all have experience in various facets of the Real Estate industry. Mike brings a strong marketing, SEO and website influence. Hanne, the Creative Director has experience creating collateral marketing material and branding for both Realtors and small businesses. Lucia has extensive experience developing WordPress and Ubertor websites. She brings an understanding of what our clients go through day to day.

Limelight Marketing is essentially a rebranding of the services previously offered by Mike Blaney. We now have a wider degree of experience, and have added additional services. It was evident that my clients needed more help with their marketing and brand so forming a team at Limelight Marketing with different skills is the way we can expand our offerings and provide a more comprehensive solution. Our clients can depend on us as their marketing department, our goal is to bring their ideas to life in a unique and collaborative way.

What does Limelight Marketing team do?

We offer 5 core services:

Website Design and Customization
We specialize in Ubertor websites. Our relationship with Ubertor spans over 10 years. We also update and makeover existing Ubertor websites. Check out our design portfolio here.

SEO for Ubertor websites
Ranking well in major search engines can effect your business immensely. We can help optimize your website to get you to page one. All of our websites are completely optimized, and we offer Guest Blogging services to increase activity to your website.

Branding for Realtors including logos and slogans

Real Estate Marketing
We can help you develop and analyze your marketing strategy. This may include direct mail, info graphics, newspaper ads and everything in between.

Social Media Management
Are you active with social media? We offer design customization of various interfaces. The world is becoming increasingly more interwoven in ways we have yet to realize. With a commitment to digital strategy, we are your brands partner. We constantly strive to create the connections that build your brands reputation.

Why do you do what you do?

We are passionate about the latest technology and design trends. We apply these to our clients marketing strategy and are constantly improving the way we do things. We take pride in the success of our clients and revel in their success.

What is the Limelight Marketing team excited about in 2014?

We are also excited about offering complete branding packages for Realtors. Our portfolio is consistently growing and we’re excited to showcase our work in progress. From an Ubertor perspective we are excited about the new Content Management system that we recently saw demonstrated. We also understand that Ubertor will be adding responsive design and an improved search feature, both of which Ubertor users will benefit from.

Where do you see Real Estate and technology heading in the future?

Smart phones and iPads are changing how people search for homes so we now offer responsive design so our websites reformat themselves automatically to the device or computer screen.

The latest Google algorithm release has changed everything with search and I think will continue to be what defines search in the future. If you are not adapting to the changes your website is going to be left behind and your web marketing will suffer. We see a great opportunity to offer SEO services to Ubertor users that provide organic, sustainable results.

Are there any accomplishments your team is proud of and want to share with our readers?

We have changed our focus from creating attractive websites to creating attractive websites that are marketing tools. We pride ourselves in website design that increases visits, increase visitors time on the site, websites that build trust and then we make it easy to contact the Realtor. Our greatest accomplishment is getting our client’s phones to ring. For example we recently updated and optimized an Ubertor website and our client told us she had received 5 phone calls from her new website in the first month. This is more than she had received in the past few years combined.

Our portfolio of website designs is always changing as client’s challenge us to make their website stand out, but the latest generation is our new signature; clean, easy to navigate, easy for visitors to find listings and highly optimized for search engines. While we are partial to all of our designs the three that stand out as signature websites are luxuryincalgary.com, kristenmeyer.com and stubell.com.

Who is your ideal client?

A Realtor that needs a website, would like new branding or to improve their search engine rankings. 95% of our business comes from Realtors from around North America. Our primary business is creating new websites using the Ubertor platform, but we also update and revamp existing Ubertor websites. In the past 12 months we have become the leading search engine optimization service for Ubertor websites and have made a real impact on dozens of client’s search results. Ubertor is the best platform for search engine results and we hope to help many more users in the coming year.

Check out the Ubertor websites blog feature here