Lather, rinse, repeat! Create powerful copy that’s sure to attract tons of people
Tuesday: Write with the Pen of the Masters
Writing for a certain brand or business is no easy task.
Aside from meeting deadlines and quotas, you also have to make sure the copies you write meet the brand’s standards and are compelling enough for readers to keep reading.
As someone who has supported independent professionals for many years now, I’m aware that one of the ways to establish a strong identity for your brand as well as increase sales and conversions is through the content you produce.
That is why I’m sharing with you this tip to help and equip you with the right set of tools to make your writing process better.
Keep reading to know how catchy and snappy taglines can lead to a strong association with your brand.
I hope you find this week’s tip insightful as you draft your next set of content.
Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute
Write with the Pen of the Masters
Catchy, snappy, and simple.
These are elements that can separate a great copy from the rest.
Great copies always sell, and at times, can even influence our lifestyle.
One famous line got stuck in the minds of many, becoming one of the most popular lines in the history of marketing…
“Lather, rinse, repeat.”
Clear and precise. It just gave you instructions on what you need to do and automatically associates it with the product you need it for.
This simple yet memorable line has been present on the packaging of numerous shampoo products for decades.
While the origin of the famous line is obscure at best, it was popularly used in Benjamin Sheever’s fiction novel, The Plagiarist. In the story, the ad executive that used this line effectively doubled the sales of a shampoo brand just by adding the word “repeat” after “lather and rinse” on the label.
While the effectiveness of lather, rinse, repeat itself has been disputed, it heavily influenced so many consumers for so many years!
It served as instructions and a marketing ploy for different shampoo brands.
THE CALL-TO-ACTION: Lather, rinse, and do it again. More than once. Consumers are encouraged to use more shampoo than usual so they buy more in the process.
RESULT: More sales!
While it’s not a tagline or trademark attached to any brand, it was copy that helped sell a lot of products.
Creating one-liners can be very challenging. It’s not as simple as many think it would be.
You want a line that captures the spirit of your brand and what it offers.
Once you create the perfect one, you’re all set for the next steps of your marketing and promotions!
Here are some notable examples of brands using short and powerful copies:
OREO: “Twist, Lick, Dunk”
One catchy tagline similar to “Lather, Rinse and Repeat” is what Oreo has used for years. This line tells people the best way to enjoy an Oreo cookie. Twist the cookie to separate it, lick the filling, and dip it in milk. They created a unique and yummy cookie-eating experience!
NIKE: “Just do it”
Arguably one of the most iconic taglines in the industry, Nike’s “Just do it” encourages people to go the extra mile to achieve their goals through strong determination and perseverance. This helped them become one of the top sports brands in the market and memorable all over the world.
M&M’s: “Melts in Your Mouth, Not in Your Hands”
M&M’s highlights what makes their chocolate different from others. Simple: chocolate that doesn’t melt in your hands!
Create a memorable tagline that shows a way for your target market to experience your product, or create a powerful message that sums up your entire brand image!
It can be a long process to create that single impactful line, but once you get it, you have the potential to take your brand to the next level!
Hope you found this week’s insights interesting and helpful.
Stay tuned for next Tuesday’s “Write with the Pen of the Masters!”
