Slogan and Copywriting
Short copy is not simple copy. Learn how a few carefully chosen words can carry a promise, a voice, and an action.
Success criteria
- I can distinguish a slogan, a headline, body copy, and a call to action.
- I can turn a product feature into a customer benefit.
- I can use at least two copy techniques deliberately.
- I can write clear, credible copy for a chosen audience.
The parts of ad copy
| Part | Job | Example |
|---|---|---|
| Slogan / tagline | A short, memorable phrase tied to the brand. | “Start a page.” |
| Headline | The main line of this particular ad; it stops the viewer. | “For ideas that won't sit still.” |
| Subhead | Adds the key detail or benefit. | “Pocket notebooks for sketches, lists, and late-night thoughts.” |
| Body copy | Explains the offer, proves the promise, or builds desire. | “Three sizes. Recycled paper. Made to be carried.” |
| Call to action | Tells the viewer exactly what to do next. | “Find your colour.” |
A slogan can outlive one campaign. A headline usually belongs to one advertisement. In everyday marketing language, the two terms are sometimes used interchangeably, so focus on the job each line is doing.
What makes a slogan work?
Clear
The audience understands the promise quickly. Cleverness that hides the meaning is not effective.
Memorable
Rhythm, repetition, contrast, or a surprising image makes it stick.
Distinctive
It sounds like this brand, not any brand. A competitor's name could not simply replace it.
Credible
It does not promise more than the product can support. A slogan can be bold without being false.
Copy techniques
| Technique | How it works | Example |
|---|---|---|
| Imperative | Starts with a verb and tells the reader to act. | “Start a page.” |
| Second person | Speaks directly to “you”. | “Your notes called.” |
| Rule of three | Three linked items create rhythm and completeness. | “Sketch it. List it. Keep it.” |
| Alliteration | Repeats initial sounds. | “Paper for people with plans.” |
| Contrast | Sets two ideas against each other. | “Small notebook. Big ideas.” |
| Pun | Plays on a word with two meanings. | “Make a good impression.” (printing) |
| Question | Invites the reader to answer mentally. | “Where do your best ideas go?” |
| Specific detail | A precise number or moment feels real. | “Ideas that arrive at 11pm.” |
Feature to benefit to slogan
| Feature | Benefit | Slogan |
|---|---|---|
| Pocket-sized notebook | You can carry it everywhere. | “Ideas don't wait for a desk.” |
| Recycled paper | You can make a lower-impact choice. | “Good pages. Lighter footprint.” |
| Insulated bottle | Your water stays cold all day. | “Cold from first bell to last.” |
| Adjustable strap | The bag fits your body and your day. | “Built to move with you.” |
| Two-hour battery | You can finish your work without charging. | “Enough power to finish the thought.” |
Weak versus strong
| Weak copy | Why it is weak | Stronger version |
|---|---|---|
| “Buy our great notebook. It is very good.” | Vague, generic, no audience or benefit. | “For ideas that won't sit still.” |
| “The best water bottle in the world.” | Unsupported superlative; not credible. | “Cold water. All day. No refill queue.” |
| “50% off! Buy now! Hurry!” | Only urgency; no reason to care about the product. | “Half price this week. Still built to last.” |
Write your own
Choose a fictional product, a school event, or a public service message.
- Write the feature.
- Write the benefit for your audience.
- Draft three slogans using a different technique each time.
- Choose the strongest slogan and explain why.
- Write a headline, one sentence of body copy, and a call to action.
| Element | Your draft |
|---|---|
| Product or idea | |
| Audience | |
| Feature | |
| Benefit | |
| Slogan 1 (technique: ______) | |
| Slogan 2 (technique: ______) | |
| Slogan 3 (technique: ______) | |
| Strongest slogan and why | |
| Headline | |
| Body copy (one sentence) | |
| Call to action |
Copy checklist
- The audience is clear from the words and the promise.
- The benefit is stronger than the feature.
- The slogan is short enough to remember.
- I used at least two techniques deliberately.
- The claim is credible and not misleading.
- The call to action is specific.
- I removed clichés and unnecessary words.
Teacher notes
Do not accept “Buy now!” as a slogan. It is a call to action. Ask what the brand wants the audience to remember.
Use the weak/strong table for a quick ranking activity: which line is clearest, which is most memorable, and which is most credible?
For support, give students a feature and a benefit and ask them to write only one imperative slogan.
For extension, ask students to write a slogan that would appeal to a different audience without changing the product.
Remind students that real advertising is regulated. False or misleading claims are not acceptable, even in a school task.