Ever wonder how copywriters come up with the most epic
and timeless slogans for brands like Nike, Apple, L'Oreal,
or even Wheaties?
Comment below if you know what those famous slogans are
and I will reveal them at the end of this video.
But first, how exactly do these creative geniuses
come up with something that's catchy,
memorable and accurately conveys a core message
of the brand in just a few words?
Does it all just come down to creative talent or luck,
or is there more to this whole process than meets the eye?
Well, in today's video,
I'm going to take you behind the scenes
and break down my own creative process
for coming up with memorable brand names,
course names, taglines, and slogans
that leave a lasting impression
in the minds of fans everywhere.
So keep watching.
(upbeat music)
Hey, Posse, what's up, it's Alex.
And I'm really excited about this video
because it's one of my absolute favorite things to do
as a copywriter.
And that is coming up with kick-ass slogans, taglines,
brand names, or even names for your courses and programs.
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Now, unless you're Don Draper from Mad Men,
you probably just can't magically come up
with a totally brilliant original
and catchy slogan in the blink of an eye.
And hey, there's nothing wrong with that.
In fact, most of us can't.
The truth is that there is a lot more
that goes into crafting memorable slogans,
taglines, and course names
than popular television and movies
might have you believe.
That's right, genius brand slogans
don't just come to you magically in your dreams
or at least 99% of the time they don't.
In fact, when I'm trying to come up with a great name
or a memorable slogan from an next course
or program or offer,
there is always a step-by-step process
that I work through before I stumble upon, right,
the perfect phrase and like all things in copywriting,
it really needs to start with step one,
crystalize the USP.
Everything, everything, everything you do in your business
needs to be centered around your USP
or unique selling proposition.
Now, while it's true that most companies and brands
have a broad USP statement
that applies more in general
to their mission statement, right?
Each product or service that you offer
within that brand should also have its own USP as well.
I mean, you created those products and services
to do different things or help different people.
They are different, so they need to have different USPs.
So for example, let's take a look at my brand, right?
The Copy Posse.
Well, the USP for my brand as a whole
is "We are a global crew of copywriters
committed to de-douchifying the internet
one word at a time and making caring cool again."
Total sidebar,
I almost called the Copy Posse
the Copy Coop for Chicks Who Love to Write,
but then I decided that I didn't only want to serve women.
So I changed the USP
to be more of a global crew of copywriters
and the Copy Posse was born.
But that just goes to show that brands
could have literally the exact same offer,
but serve a different audience,
making their USP completely different.
But under my brand, the Copy Posse,
I offer a range of different products and services,
and each one of them vary in terms of what it does,
who they're aiming to help,
and how they accomplish the end goal.
So my Write & Ignite challenge is for entrepreneurs,
freelancers and aspiring copywriters
who want a proven sales page formula to ignite online sales.
The only inbox challenge is still for entrepreneurs,
freelancers and aspiring copywriters,
but it's for those who want to learn
how to write a high converting email sequence,
that'll get them more clients and turn signups into sales.
And then there's my 8-week copywriting coaching program,
The Launch Files,
which is for new and existing copywriters
who want to launch their freelancing business
from scratch or complete a cohesive
and professional copywriter portfolio.
And lastly, Reign is my exclusive membership
for self-led, ambitious,
and fiercely empathetic freelancers
who are ready to boss up from freelancer to entrepreneur,
turn their side hustle into six figures
and become the reigning authority in their domain.
So see how each and every one of those
has its own completely separate USP statements?
So once you figure that out for your brand,
you want to move on to step two,
brainstorm product and brand names.
Alright, now that you know what exactly it is
that makes your brand special, unique, different,
or better, and who it helps,
it's time to brainstorm a name.
And sometimes this will come to you
really quickly after writing out the USP statement.
So for example, for my Write and Ignite Challenge,
it teaches you how to write a sales page
that will help you ignite online sales.
So all I did was take the word write and ignite,
boom, put them together.
And the Write & Ignite Challenge was born.
But my most recent challenge,
the Own the Inbox Challenge actually took a lot longer
to come up with a great name for.
So we had written the entire sales page
and I still didn't have a name, right.
I was getting so hung up on it.
And this is where I like to get out a pen and a notebook
and I just start writing down words that relate to my USP.
So I can show you my notebook and what it looked like.
This is the actual page of what my Own the Inbox
research brainstorming looked like, right?
It's a total hodgepodge of different ideas,
phrases, words, acronyms,
things that just like were floating around in my head
that I wanted to just get out and down onto paper.
And I was really focusing on one of the biggest pain points
that I highlighted in my sales page
is that you don't own your social media following.
In other words, it could be taken away from you
in an instant, you know, from a hacker or global outage,
but your email list is different, right?
Because you literally own it and then boom, play on words.
It worked out great as a challenge name
because not only do you literally own your email list,
but the course itself teaches you
how to figuratively own the inbox
with killer messaging and emails,
and really stand out amongst all of that inbox noise.
So see how both of those course names
are really tied to the program itself
and really relevant to what I'm teaching
or what's being learned.
And that's the key to creating a memorable course name.
If I was to pick just some random off the wall name
that didn't really have anything to do
with the actual product,
it wouldn't be very memorable, right?
So when naming a brand or a product always dissect the USP
and use it to really help you craft a name that reflects it.
And yes, it's really nice to have a rhyme
or an acronym or an alliteration in there,
but do not sacrifice clarity for the sake of cute.
It has got to make sense first and foremost.
Alright,
so once you have the brand or the product name figured out,
it's time to move on to step number three,
write the slogan or tagline.
So now you can come up with the slogan, right?
Because the brand name or the product name,
it's like the movie title,
it has to be first, front and center, right?
Whereas the slogan is kind of like the log line.
It's the one-two punch that creates that powerful title,
subtitle combo.
Now you don't always need a tagline or a slogan.
And many brands do get by without one.
So just like you're brainstorming your brand
or product name,
take some time to examine your USP
and break it down to the very specific benefits you offer.
Basically you want your slogan or your tagline
to represent your biggest, most juiciest benefit.
So start writing down words that really reflect
what your audience deeply yearns for.
Is it happiness, love, convenience, money, right?
And then you can kind of wordsmith those
into something really beautiful, like Disneyland:
The happiest place on earth.
Obviously their audience wants happiness.
De Beers: A diamond is forever, right?
Their audience wants lasting love.
Kentucky Fried Chicken: It is finger-lickin' good!
They wanted everyone to know that their chicken
is delicious, right?
So start writing down words and playing around
with the emotions surrounding those words.
Then after you've gotten a really good brain dump
out of the way, I like to go back and revisit it all.
And I ask myself these questions:
Is it quickly recognizable?
Does it have meaning?
Is it clear and easy to understand without explanation?
And is there an obvious connection to your brand
or product?
Again, bringing it back to my own brand and creative process
when thinking of the slogan for the Copy Posse,
the new school of copywriters,
there was something that came directly from a USP statement
that really helped me craft that, right?
So I created the Copy Posse to teach copywriters
a new way of selling.
The posse is all about using the best
of the old school marketing principles,
but then combining those with modern storytelling
and branding to create copy that connects and converts.
It is the second coming of copy.
And we are leading the way,
we are the new school of copywriters.
It's a fun play on words, right?
New school, meaning modern,
but we're also a school for copywriters.
I teach you copywriting.
It's quickly recognizable and easy to understand
that just like Nike, Apple, L'Oreal and yes, Wheaties,
which by the way,
have the following slogans: Just do it.
Think different.
Because you're worth it.
The breakfast of champions.
Alright, guys,
I hope you enjoyed this little behind-the-scenes peek
at how I do things here at the Copy Posse
and I hope you walked away with some really great ideas
on how to tackle your own bad-ass brand or product name,
taglines, and slogans.
I will see you next week with a brand new video.
Until next time, I'm Alex, ciao for now.
Alright, guys, if you enjoyed that video,
make sure to check out the next one from me right here.
And you can click right here to get a free gift.
One of the biggest mistakes a copywriter can make
is using the exact same hook
and headline for every single audience.
Think about it, the way you capture the attention
of a random scroller-by on Facebook
is very different from how you capture the attention
of your most loyal subscribers.
So today I'm talking about how to write headlines
the right way
based on the five levels of customer awareness.