Should you 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” just isn’t 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 will help as much as 35 folks.”
“As much as” covers lots of floor, doesn’t it?
It’s true that the copy we use could be noisy ornament, not usually learn or totally understood. However that doesn’t imply we shouldn’t put within the effort to make it helpful and highly effective.
