The two main nuggets I got out of the article were:
- A good slogan cuts both ways. That is, a good slogan builds up an identity (person, company, etc.) while also defining how you're different than the competition. Using Obama's "Forward" slogan as the example, it implies that Obama wants to move forward while his competition wants to go backward. Politics aside (and whether you agree or disagree), that's what the slogan communicates.
- A good slogan communicates value. If you write cookbooks, your slogan should NOT be: Jane Doe, Cookbook Author. A more powerful slogan might be: Jane Doe, Helping the World Cook Better. Instead of Joe Smith, Thriller Author, try Joe Smith, Keeping Readers on the Edge of Their Seat.
|Robert Lee Brewer, Helping Writers Succeed|
Why Do Slogans Matter?
Writers have so much to worry about that I totally understand if they're wondering, "Why the heck should I care about slogans? Aren't those just for companies?"
Those are fair questions, but here's the thing: Once writers hang their shingles as freelance writers, that makes them businesses. Maybe just one employee. Maybe not super successful...just yet. But a business nonetheless. Still, why does a slogan matter?
For one, a slogan defines who writers are to their target audience--to literary agents, editors, book buyers, and ultimately readers. That's pretty important stuff.
Second, a slogan defines who writers are to themselves. It might seem like common sense, but most writers can't define themselves--especially in a way that explains their value--in fewer than 10 words. That's why developing a slogan is a super important exercise.
Incorporate Into Your Author Platform
Once you have a slogan that communicates value and cuts both ways, begin incorporating it into your platform building.
- Use it--or something very similar--as the tagline on your blog and/or website.
- Include it in the About Me sections of your social media profiles.
- Put it on your business cards.
- Include it in your e-mail signature.
- Work the slogan into any other messaging you can, whether an e-newsletter or print stationery.
Use it and use it some more. Remember: Consistency is key in brand building, and that's exactly what an author platform: It's building your brand as an author. Now, get to work on your slogan.
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Check out these other helpful Not Bob posts:
- How to Blog and Make Money Blogging.
- How to Build (or Improve) Your Writer Platform in 30 Days.
- Best Blogs for Writers to Read in 2012.
And if you want a way to improve make a super investment in your author platform, check out the latest offering from Writer's Digest: Author Platform Consultations. There are three different levels--from a basic package (that is anything but basic) to an 8-week program that involves 30-minute consultations each week. Click here to learn more.