POP!

Why do some messages stick while others fade into the noise? The secret lies in crafting words that are Purposeful, Original, and Pithy – words that POP!

1. Make It Purposeful, Original, and Pithy (POP!)

The foundation of a memorable message lies in its ability to POP: being Purposeful, Original, and Pithy. An ad or tagline must immediately communicate what it’s about and how it benefits the audience. Purpose ensures the message resonates by addressing "what's in it for them." A powerful example is Nike's slogan "Just Do It," which directly connects to inspiring action.

Originality helps a message stand out in a world overflowing with ads. Even ideas with common ground become distinct when presented creatively. For example, countless athletic brands exist, but Nike distinguished itself with empowerment and simplicity through a unique message.

Finally, being Pithy – concise and impactful – is key. The brain struggles to retain more than a short burst of information at once. The most successful slogans of all time, such as De Beers' "Diamonds are forever," are all under seven words. A brief, potent message ensures it sticks.

Examples

• Nike's "Just Do It" inspires action in three short words.
• De Beers' "Diamonds are forever" is timeless and to the point.
• Avis’ “We try harder” highlights effort in a memorable way.

2. Answer the Big W’s: Build Your Core Words

To develop a powerful message, you must deeply understand your brand. Start by answering the big W’s: what you offer, who it’s for, and what you aim to achieve. This process leads to identifying your "core words" – the essential descriptive terms of your brand or idea.

Core words act as the building blocks for all your future pitches and titles. For example, if you’re launching an eco-friendly cleaning product, your core words might include "green," "natural," and "sparkling." These words capture the essence of your product.

Regularly revisiting and refining these answers ensures your branding stays fresh and relevant as your business evolves. The more detailed and nuanced your core words, the easier it becomes to craft standout messages.

Examples

• For a health app, core words might be "wellness," "ease," and "habit."
• A bakery could define its offering with words like "warm," "fresh," and "wholesome."
• Revisiting over time allows slogans like “Google it” to evolve messaging with the product.

3. Playful Words Make Messages Memorable

Originality may feel challenging, but creative wordplay provides an effective solution. Using alternative spellings, puns, or rhythmic alterations can create a unique touch. For instance, hair salons like "Curl Up and Dye" cleverly twist expectations with humor.

Another playful approach involves tweaking the syllables of your core words. Start by running your words through the alphabet to invent fresh combinations. For example, an entrepreneur launching a mindfulness business might adopt "Zenpreneur" or even create entirely new terms.

When done right, playful phrases catch attention and often lead to buzz. In some cases, your witty wordplay might even garner free media exposure as reporters and customers share your inventive branding.

Examples

• Beauty salon names like "Shear Genius" turn heads.
• "Re-newlyweds" for couples renewing vows adds freshness.
• "Zenpreneur” cleverly combines mindfulness and entrepreneurship.

4. Add Music, Alliteration, and Rhyme

Musical elements like rhythm, rhyme, and alliteration make your messages pleasing to hear and easy to remember. Advertisers use alliteration – starting multiple words with the same sound – to create engaging slogans like "Bed, Bath & Beyond" or "Dunkin' Donuts."

Rhythm also improves recall. The iambic meter, where every other beat is stressed, often appears in advertising because it matches natural human speech patterns. Think jingles like “Double your pleasure, double your fun” – they stick because they’re rhythmic.

Lastly, using rhymes turns phrases into something almost song-like, anchoring them into listeners' memories. "Snap, Crackle, Pop" by Kellogg’s is a classic example of playful word melody.

Examples

• "Rolls Royce" feels luxurious partly because of its rhythmic alliteration.
• "Fight or flight" sticks because it rhymes and conveys urgency.
• The ABC song teaches the alphabet through melody and rhythm.

5. Relating Through Shared Culture or Celebrities

Connecting with your audience’s world instantly builds rapport. By referencing celebrities, pop culture, or everyday life, your message becomes relevant and relatable. For instance, Amy Rosenthal coined "Dalai Mama," inspired by the calm of the Dalai Lama, to express patient and peaceful parenting.

Asking questions like "Who embodies my message?" or "Which cultural moments align with my idea?" can spark creative connections. Popular TV shows or movies can also supply names and analogies, allowing you to ride trending waves.

This approach works because people are naturally attracted to what feels personal. They want to see their lives, heroes, or routines reflected in your words.

Examples

• "Chrismukkah," coined by the show The O.C., blended holidays into a memorable buzzword.
• Tying a book title to a mall memory, as with Chocolate-Chip Cookie Marketing, creates personal resonance.
• Dalai Mama conveys calm motherhood through a cultural reference.

6. HUMORiginal Messages Create Impact

Humor catches attention faster than any other tool – when done right. Audiences love laughter, but it has to feel authentic and purposeful. Observing everyday humor, such as quirks during family events or TV shows, can serve as inspiration.

Avoid cliché jokes, as they fall flat. Instead, try tweaking common phrases to make them surprising. For example, the headline “Big Firms Caught with Their Patents Down” plays off the cliché of being caught off-guard but ties it cleverly to the subject.

Remember, humor isn’t about being funny for the sake of it. The joke must always amplify your core message.

Examples

• Steven Pearlstein's "Caught with Their Patents Down" headlines had readers hooked.
• Clichés like “a fly on the wall” can be reinvented into fresh metaphors.
• Observed humor from personal moments often inspires the best lines.

7. Paint Pictures Through Metaphors

Visualizing your words can multiply their effect. If "a picture is worth a thousand words," a metaphor is a shortcut for crafting detailed imagery. For instance, Gorilla Glue uses the image of a gorilla to symbolize strength.

To find resonant metaphors, consider hobbies, hardships, and triumphs. An executive might use their experience with flying lessons to explain leadership techniques, like letting others take charge even in turbulence.

Relating your message back to universal concepts, such as an "800-pound gorilla," ensures the imagery is both vivid and relevant.

Examples

• Gorilla Glue uses the metaphor of a gorilla’s strength.
• Flying lessons analogized leadership without micromanaging.
• A chef might compare teamwork to perfect timing in cooking.

8. Surprise Elements Make Messages Sticky

Surprising angles grab attention and spark curiosity. Whether it’s flipping conventional wisdom or combining two unrelated ideas, you steer your audience to think differently. A great example is "Chrismukkah," blending Christmas and Hanukkah into something novel.

Start by challenging assumptions or suggesting something counterintuitive. For example, crafting a product that solves an issue no one likes to discuss gives your message extra punch.

Mixing contradictory ideas or halving and pairing unexpected terms, like “blacktie-barbecue,” can create intrigue and uniqueness.

Examples

• "TV is Good for Your Kids!...not," opens conversations with shock value.
• Chrismukkah blended two holidays into a unique brand.
• Nike’s idea of "winning without limits" tweaks traditional ideas of competition.

9. Stories Make Concepts Come Alive

Stories move the audience on an emotional level. Unlike plain facts, they allow people to connect with the message. Rebecca Morgan’s book title, Chocolate-Chip Cookie Marketing, wasn’t just catchy – it came from a vivid personal experience that readers could easily imagine and relate to.

History and personal anecdotes create context. Recall where your idea was born, who inspired it, and what struggles you faced. These elements make your offering authentic.

Classic cultural phrases or widely recognized movie lines can also strengthen your story. Take familiar words and craft your own versions, ensuring your audience recalls both the story and your brand.

Examples

• Rebecca Morgan’s chicken/chocolate-chip cookie moment led to a bestselling book title.
• “Let them fly the plane” came from a metaphoric lesson on leadership.
• Adopting "I'll be back" ideas from famous films ties your phrases to shared culture.

Takeaways

1. Brainstorm core words regularly to refine your message and keep it fresh.
2. Use playful tweaks with alliterative or rhythmic tools for more memorable phrasing.
3. Access popular trends, movies, or cultural moments to connect with audience emotions.