The generic headline and the lazy slogan

For those who can swap your slogan with a competitor’s with out altering the which means of both model, then your slogan is meaningless.

For instance, “You belong right here” will not be a positioning assertion for a school searching for new college students. It’s simply noise.

It additionally doesn’t assist to combine weasel phrases with extra weasel phrases after which add specifics. On charity’s pitch: “Your contribution may also help as much as 35 individuals.”

“As much as” covers lots of floor, doesn’t it?

It’s true that the copy we use might be noisy ornament, not usually learn or absolutely understood. However that doesn’t imply we shouldn’t put within the effort to make it helpful and highly effective.

June 28, 2026