1. Ask a question : Does she or doesn't she? -Clairol
2. Show your unique commitment : We try harder -Avis
3. Explain product superiority : Takes a licking and keeps on ticking -Timex
4. Evoke a benefit in a fresh way : Let your fingers do the walking -Yellow Pages
5. Use an emotive call to action : Reach out and touch someone -AT&T
6. Use an evocative call to action : Put a tiger in your tank -Esso
7. Use an imperative call to action : Just do it -Nike
8. Use a one-word call to action : Think -IBM
9. Use a cheeky call to action : Let us tan your hide -Crisby Frisian Fur Co.
10. Revisit a familiar call to action : Reach out and bust someone -Crime Stoppers
11. Link a product feature with an abstract need : A diamond is forever -DeBeers
12. Link a feature with your address : We corner the market -Irving Rivers Ltd.
13. Combine a feature and a benefit in the same phrase : Make yourself at home -IKEA
14. Declare a superlative feature : The world's #1 selling financial software -Quicken
15. Make a compelling promise : The world on time -Federal Express
16. Be whimsical : It's the real thing -Coca-Cola
17. Say it staccato : Soothes. Cleanses. Refreshes. -Murine eyedrops
18. Use a two-fold delivery with a twist Common sense : Uncommon results -David Ingram and Associates
19. Address a specific need : For women whose eyes are older than they are -Robert Powers skin cream
20. Be abstract but client-centered : After all, it is your information -Authentex Software
21. Describe your product in a novel way : Liquid jewelry -Lorr Laboratories nail polish
22. Link company name to product benefit : Never forgets -Elephant Memory Systems
23. Suggest the cost of not using your product : Because so much is riding on your tires -Michelin
24. Be grotesque to make a point : Wears like a pig's nose -W. M. Finck & Co. men's overalls
25. Turn a current business maxim on its ear : Think small -Volkswagen
26. Link a well-known phrase with your product benefit : Understanding comes with Time -Time magazine
27. Brag about yourself : We take the world's greatest pictures -Nikon
28. Brag about your product and your client : You and Betty Crocker can bake someone happy -Betty Crocker
29. Take a breath and say it all :
Finest anti-knock non-premium gasoline ever offered at no extra cost -Union Oil Co.
30. Describe your service and its #1 benefit in two words : Advertising pays -Industry maxim
31. Personify your product : Laughs at time -Du Pont paint
32. Distill your business into one phrase : The Document Company -Xerox Corp.
33. Tie your slogan to your logo : Get a piece of the Rock -Prudential Insurance Co.
34. Dare to be different : Dare to diff -LOEB Cola