As I was driving down the street the other day, a red moving truck caught my eye. On the truck was the company’s name and slogan:
Simple Moves – We move what you can’t
As a copywriter, I love the slogan. It serves as a great example for other businesses to emulate.
The lesson is keep it simple. The Simple Moves slogan gets right at the heart of what they do. They didn’t try to get cute. There’s no wordplay to try and show how clever they are. They’re not trying to get you to laugh.
Many companies fall into these traps when coming up with a slogan. But in gloating over how cute, clever and funny they are they don’t realize that their customers don’t care about those things. Customers just want to know what you can do for them. A great slogan (and headline, sales letter, AdWords ad, etc.) does that simply and directly.
And the Simple Moves slogan hits the mark. It lays out exactly what service they provide their customers (and implies what they don’t). It’s not cute. It’s not clever. It’s not funny. It’s just effective.
The second lesson to take away here is to be a niche player. Instead of competing with the big, expensive moving companies, Simple Moves has carved out a niche for themselves. Local, small moves. You want to move your clothes, sliverware, and bottle cap collection yourself, great! You want help with your furniture, large appliances and your piano, Small Moves is your company.
Does your company slogan clearly and simply tell prospects exactly what you do?
Does your company try to be everything to everybody or have you carved out a niche that you can dominate?
I can’t say whether doing these things have helped Simple Moves become a successful company. I do, however, appreciate the way they have positioned themselves and the lessons we can all take away from their example.
Do you have examples of slogans that have captured your attention for better or worse? Post them in the comment section.
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