Page 159 - The Voice of Authority

“Smile. Be happy.”
“I love New York.”
“Don’t mess with Texas.”
“What happens here—stays here.”
“Man Law.”

How important is structure and word choice? What if
we changed these slogans and ads slightly?

“Where’s the beef?” to “Where’s the hamburger
patty?”

“It’s the real thing!” to “It’s the old product we love.”
“We’ll leave the light on for you.” to “Our hotels and
hospitality make you feel as though you’re at home.”

“Are we there yet?” to “I’m tired of traveling—have
we arrived?”
“Just do it!” to “Act now—stop delaying.”

“Real men don’t. . . .” to “Prove you’re a man by. . . .”
“Show me the money!” to “I don’t do anything until
I get paid.”

“Smile. Be happy.” to “Life is easy. Relax.”
“I love New York.” to “New York is a great place to live.”
“Don’t mess with Texas.” to “Don’t litter across
Texas.”
“What happens here—stays here.” to “You’ll have a
great time in Las Vegas.”

“Man Law.” to “This is an axiom generally accepted
by men in all situations.”

So what’s my point? Take the time to make your mes-
sage memorable.

Does Your Communication Make You Look Competent? 147