COMMENTARY
7:32 am
Wed June 4, 2014

Sound Like Real People

If you’re trying to describe your company, write it the way an outsider would say it after he understood what it is you told him about the business. 


Don’t you wonder what the reaction of the Smucker family was the first time some guy walked in and told ‘em he had a great new slogan?And then said, “With a name like Smuckers, it has to be good.”

Most of us are pretty particular about our names even if they may sound funny to other people. But, for almost seventy years, it has been a hugely successful slogan.

Why? It has two critical elements: it sounds the way normal people talk, and it includes the brand name.

There have been many great slogans because they were written the way people talk. You may remember, “A little dab’ll do ya.” Memorable, but lacking the brand. It was Brylcream, of course.

"Got milk?" is pretty hard to beat.

The issue with most companies is that they write slogans and positioning statements by committee. Everybody has to like it. For everybody to like something they all have to have a part in it. That turns a sirloin steak into hamburger.

If you’re trying to describe your company, write it the way an outsider would say it after he understood what it is you told him about the business. Don’t sound like a board of directors.

Sound like real people, and try to include the brand.

To reach Mr. Malmo, hear and read more of his commentaries, or to ask him your own marketing question, go to http://askmalmo.com