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If you would like to immediately inject your slogan with so much raw sales appeal that people will be practically lining up outside your door to do business with you — while leaving your competition struggling to keep up with you at the same time — then this will be one of the most important articles you ever read.

Listen to this: There’s a bank in my area whose marketing message/slogan is, “Bring us your dreams!” Now, no offense to the bank, but it’s almost impossible to be more empty and vague than that. Yet this is the kind of advertising most businesses rely on. If you don’t believe me then crack open your copy of the Yellow Pages or your local newspaper. Nothing but one empty slogan after another. The kind of slogans that make people yawn and think “who cares?”

Look, if someone says “who cares?” about your slogans then I’m here to tell you that you’re losing money hand over fist even as we speak. Why? Because your prospects need to be told why they should choose you instead of the other guy. And a slogan — like “Bring us your dreams” and all the other empty statements infesting advertising today — won’t do that.

However, there is a fast and easy way to transform your slogan into a powerful selling tool that drags new customers in by the boatload. It’s actually an an old door-to-door sales trick and it works like gangbusters for coming up with slogans.

Here’s all you do: Pretend you had to sell your product or service door-to-door. No phones. No faxes. No emails. No newspapers. No yellow pages. No classified ads. No nothing. Just hitting the streets and going door-to-door. And the only advantage you have is the people whose doors you knock on have made it known they might be interested in purchasing a product or service related to yours. And when the door opens…you have about 3 seconds to say what you have to say before the guy slams the door on your face.

Now, in a case like this, what’s the one single most important thing you can say about your business/product/service — in 10 words or less — to get the person opening the door to actually fling the door open and say…

“Really? How do you do THAT???”

Would you blurt out some dorky slogan like bring me your dreams? Or would you pack your best reason, offer or benefit of doing business with you into one tightly-packed phrase that makes buying from you truly irresistible?

Think about it. What makes you unique? There has to be something. And if there really is nothing unique about your business — that separates you from the rest of your competition — then you need only invent an offer, condition or deal that makes you unique.

The idea is to come up with something nobody but you can say or claim. If you do this right it’ll be like you hit the jackpot. You’ll attract hundreds — even thousands — of new customers, cash in hand, right to your doorstep very quickly. People looking for a product or service like yours will blow right by all the empty slogans your competitors use and zero in on your business. It’s a simple and highly effective trick that can change your business, your profits and your life very quickly.

Ben Settle is an expert copywriter and direct marketer. If you liked this article then check out Ben’s website at http://bensettle.com — where you’ll find over 500 pages of advertising ideas, strategies and tactics just like this one — as well as rare swipe file ads and hot marketing information not easily found anywhere else.

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This entry was posted on Tuesday, January 1st, 2008 at 9:17 am and is filed under Business. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.