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$pa Marketing: Sexy Slogans and Witty Words

Contact Author Louis Silberman, National Laser Institute
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In personal relationships, it isn’t always what we say; it’s how we say it, right? But when it comes to marketing, what we say is equally important. Competition in this industry is strong. Do you know how to quickly grab the customer’s attention? Can you keep them interested long enough to make a sale? Let’s talk about sexy slogans, witty words and phrases that pay.

Say This, Not That

Think about some of the slogans you’ve heard on television and radio that have stuck with you. A few that come to my mind are Bounty paper towels (“The quicker picker-upper”), Kay Jewelers (“Every kiss begins with Kay”) and Coca-Cola (“Open happiness”). Each is simple but has that certain something that grabs your attention. Each one has a cute play on words (rhyming), an associative quality (Coke = happiness) or an emotion (jewelry leads to love).

What’s Your Hook?

Unlike big companies, you probably don’t have a million-dollar marketing team at your disposal, but luckily, you don’t need one. The key to writing eye-catching, memorable marketing copy is simple: figure out what you want to say, then add a twist. So, for example, let’s say you want customers to know you’re running a special on dermal lip fillers for Valentine’s Day. Which one stands out?

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"Get Fuller Lips for Valentine’s Day" OR "Cupid’s Only an Arrow Away—Perfect Your Pout Today!"  

The first example gets the job done, but there’s nothing catchy about it. The second one uses alliteration to add a little flair and takes it a step further by suggesting a sense of urgency, as in "act now or your pout won’t be perfect in time for the world’s most romantic holiday!"

Showcase Your Style

In the business world, each of us gets only about one-tenth of a second to catch the customer’s attention, let alone have them read or listen to the ad all the way through. Stand out by positioning yourself as unique—in other words, showcase your style.

Do you have a great sense of humor? Are you considered an expert on a particular treatment, or someone who always offers the latest in cutting edge technology or trending procedures? Do you enjoy shock value? All of these things can and should be factored into your marketing style; they’re what make you you. Use them to your advantage.

Some good examples of “style” include Geico insurance company ads, which are always funny, Apple ads, which lend credibility to the company’s position as the latest and greatest in technology and radio host Howard Stern, who, in earlier years, used shock value to create a multi-million-dollar career where listeners grew to expect his outrageous language and behavior.

Make It Relatable

Use verbiage to which the customer can personally relate. Rather than saying “50% off,” offer comparisons to things they probably purchase every day. For example, “For the price of a large Coke, you can have smoother skin instantly with XYZ product!” Think about your customers’ demographics when you do this—age, education, income, shopping habits and so on.

Finding Your Slogan

To gain customers’ attention and inspire action, think not just about what you say but also how you say it. Factor in your personal style and have fun with it. You, too, can create sexy slogans and witty words that pay.

Top 3 Tips for Creating Phrases That Pay:

  1. No matter how sexy or witty your marketing copy is, the end game is always to inspire immediate action: e.g., Call Us Now; This Saturday Only; Limited Time Offer! etc.
  2. Images can also be used to create emotions and inspire action, which is why before and after treatment photos with dramatic results work so well.
  3. Share your ideas with friends, family members, and co-workers; ask them to vote on Choice A or Choice B (and if they don’t like either one, solicit their ideas!) 

Louis “The Laser Guy” Silberman is CEO of National Laser Institute, the nation’s largest cosmetic laser and medical aesthetics training business, founded fifteen years ago, and owns medical spas in Scottsdale and Dallas. He’s the author of Make It Happen Online and a motivational marketing speaker. Silberman created the sixth most visited health/beauty website and was a semi-finalist for the Ernst & Young Entrepreneur of the Year Award 2014. Contact him at louis@nationallaserinstitute.com and follow him on Instagram at louisthelaserguy.

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