Slogan pass? Test Six Word Memories

I recently heard an interview by Larry Smith and Rachel Fershleiser (who compiled Not exactly what I was planning: Six Word Memoirs of Famous and Unknown Writers) on National Public Radio. The basis for his compilations was the legend that when asked to write a six-word novel, the novelist Ernest Hemingway replied: “For sale: baby shoes, unused.”

That got me thinking about taglines, those seven or more words we use to sum up a key benefit of our business. Or headlines, short, to-the-point words that keep people reading your ad. And I realized that a six-word novel might be even juicier marketing material.

A tagline (or tagline) is about being self-contained. Easily understood. Unequivocal. Perhaps clever or memorable. But the end result is usually boring. Yes, it’s clear, but it doesn’t help inspire dialogue between you and your prospects.

Maybe it’s time to create your own business’s six-word memoir to spark some specific interest in your message.

For example, instead of an insurer with a slogan:

• Protecting your family and your future

(which has a clear emotional hook/benefit), imagine any of the following business memoirs:

• Unplanned future. I forgot. Our loss.
• I should have saved. She could have relaxed. Too late.
• Boring sure. Sudden disaster. Lucky me.

These memoirs have a slightly different purpose than a catchphrase. They don’t count all of your business. They paint a quick emotional story, which could easily be completed with supporting copy.

How hard can six words be?