Your phrase that pays should be the focus of all of your marketing communication and advertising efforts because: "The evidence we offer here is that customers can quickly name a brand or store when asked what first comes-to-mind for specific bits of information, and that these top-of-mind responses are associated with customers' primary brand and store choice." (Finding out why customers shop your store and buy your brand, Journal of Advertising Research, Nov/Dec '92, Woodside and Trappey III)
Why do you want your phrase that pays to be the first thing that comes-to-the-mind of your prospective buyers?
Here's why: Reis and Trout (Positioning) report that the business that owns first position is 2x more profitable than the business in second position and is 4x more profitable than the business that is in third position.
The top ten slogans-phrases that pay-of the 20th Century (according to Ad Age) are:
10) Where's the beef (Wendy's)
9) When it rains it pours (Morton Salt)
8) Does she...or doesn't she? (Clairol)
7) Breakfast of Champions (Wheaties)
6) Good to the last drop (Maxwell House)
5) We try harder (Avis)
4) Tastes great, less filling (Miller Lite)
3) The pause that refreshes (Coca Cola)
2) Just do it (Nike)
1) Diamonds are forever (DeBeer)
To discuss how we might help you sell more customers right now, please call 573-443-8610 or 573-808-2349. Ask for Mark or e-mail mark@accountablemarketing.com.
