a single source, nothing corroborates it
Name the dose inside the slogan
A line that tells people how much to use doubles as an instruction, and the instruction gets followed. Fixing the quantity in the wording changed how much customers consumed rather than what they thought, which is a rarer thing for a slogan to achieve.
The method
- 01
Name the quantity you want people to use inside your slogan or jingle, so the message doubles as a usage instruction.
What it returned
Alka-Seltzer's jingle prompted customers to take two tablets rather than one and sales doubled
Sources
- Nine marketing examples that tap into cognitive biasesHarry Dry · Marketing Examples · Nine marketing examples that tap into cognitive biases · undated
the second source
Three plays a week, for the phase you are in
No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.
More in copy
- Keep the personality that drives some people off7 unconnected
- Interview buyers and write the page in their sentences6 unconnected
- Re-aim one durable claim at today's worry5 unconnected
- Answer the predictable objection with a specific4 unconnected
- Say the thing only you could have said4 unconnected
- Tighten the headline until only your segment fits4 unconnected