Picture the scene! You’re sat at home, leaning on the dining room table. Chewing your pen top, surrounded by receipts, entry forms, labels and all manner of comping paraphernalia.
For the twenty-fifth time you’ve asked yourself why you want to win a trip to America to see a basketball game with XYG lager and you’re still no closer to finding the answer. Sound familiar?
It’s no wonder you become disillusioned and disheartened. So what happens next?
You can resort to sending in a revamped chestnut, which has won countless prizes either in its original form or revamped, for instance: "Experts perfect them, customers select them". Or you give up.
Or, perhaps like me, you simply make yourself a nice hot cuppa, switch on the TV and see what’s been happening in your favourite soap. So, I thought, there’s got to be a better way. Seek and you shall find.
The answer came to me whilst ironing, of all things. Give your little grey brain cells a problem to work out, then instead of worrying, forget it, do some other task like gardening, ironing or cooking your lunch, and hey presto, when you least expect it, the answer pops into your head. So it was with slogan writing.
Now for those of you who know me, will know I have organised Win With Lynne Roadshows and for several years in which I’ve given you my four steps to successful slogan writing. Brainstorm, phrases, tiebreakers, sparkling slogans.
And this method still holds true, having won in excess of £100,000 worth of prizes.
Well, back to the ironing. Tedious job, but nevertheless, it was when inspiration struck. Instead of turning phrases round to see if they sound better in a tiebreaker, why not turn the slogan writing process on its head.
Instead of writing a tiebreaker slogan to fit a competition lead-in line, why not write a slogan and then simply wait for the right competition to come along. Eureka!
Instantly the pressures off. How many times have you waited until the 29th of the month to hastily think up a slogan to fit a comp that closes on the 31st. Come on now. Confession time. Yes, of course you have. Me too.
Far better, don’t you think, to have ten or so wonderful slogans that you’ve spent time perfecting, from which to select one to fit that last minute competition. Brilliant.
No more last minute rushes. No pressure. No bitten finger nails. Just excellent slogans when you want them. Purr-fect ! Oops, sorry, that’s for my pet food comp!
Just imagine, if judges have waded their way through thousands of fifteen word, rhyming slogans, which sound sleepily similar – ZZZzzzzz. Oops nearly dozed off! Then wow! Your sparkling, short, snappy little number comes along. They sit up and take notice.
"Hey, listen to this." "That’s our winner."
Magic words, eh? That’s what you’re aiming for. Let me tell you a true story.
My daughter decided she wanted to become a singer, "but", she said. Why is there always a but? If you’re a parent, you’re probably no more nearer the answer than I am!>
"But what?" I ventured.
"I can’t afford the equipment."
"No worries’, I told her, "we’ll win it’, says me, more confident than I was feeling, when she gave me a three week deadline to win it.
We took ourselves off to the newsagents and bought four glossy music magazines.
Out came our Pun-ch Lines! file of snappy slogans. Under the "Music" heading, we selected one which fitted perfectly. The blurb in the text mentioned opera, classical music, golden oldies and catchy little tunes.
"I want to sing using my new sound system because…"
"it would be a gold-en opera-tune-ity"
£2,000 worth of music equipment later, what did she do. Promptly gave up singing!
Daughters, who’d have ‘em!
This feature was written by Lynne Suzanne in 2002.
Lynne has helped many people to win fantastic prizes through her newspaper columns and books, and herself has won thousands of pounds worth of prizes including two cars and worldwide holidays. Lynne shares her secrets of success in her latest books: Win Cars Holidays and Prizes is packed full of prize winning advice and anecdotes, whilst Punch Lines has over 4,000 puns and word play, ideal for journalists and advertisers to create catchy taglines, headlines and copywriting.Copyright © 1993-2020 Lynne Suzanne, freelance writer and author