How to make an interesting catchphrase? A thorough explanation of examples of catchphrases and points to be careful of.

A “catchphrase” that strongly captures the hearts of consumers with one memorable phrase. Simply having a highly creative and attractive catchphrase for a product or service can dramatically change sales and have a significant impact on a company’s brand image.

In order to appeal to consumers for information and get them to take action, it is necessary to have an interesting catchphrase with a strong hook that instantly grabs their interest, but some company representatives are struggling with how to create one. Probably a lot.

In this article, we will explain in detail how to create catchphrases and tips for creating catchphrases that are important for companies aiming for business growth, as well as examples of interesting catchphrases and things to keep in mind when setting them.

What is the catchphrase?

A catchphrase that accurately expresses the product or service you want to promote using interesting words or short, unexpected phrases.

Catchphrase

is a Japanese-English word that combines the English words “catch” and “copy.” In Japanese, it means “copy” and “catch”. In other words, it is a slogan that captures the hearts of consumers, and the catchphrase means “promotional slogan.”

Importance of catchphrase

Catchphrases created by various companies through trial and error are everywhere in the world. Most consumers look at a phrase attached to a product or service and instantly decide whether it is relevant to them or something that piques their interest. It can be said that an important task for companies is to create excellent and interesting catchphrases that instantly capture the hearts of viewers and inspire them to take further action.

It is important to choose words that will resonate with your company’s catchphrase, keeping in mind the hook, whether it will make consumers aware of something or make them want to take the next step.

An example of a catchphrase is below.

Example: Yes, let’s go to Kyoto (JR Tokai) / Life is full of dreams. (Japan Post Insurance)

Copy type

There are many different types of ad copy. When learning how to create catchphrases, be aware of the differences between catchphrases, taglines, and body copy, which are often compared.

catchphrase

A catchphrase is used in a similar way to a catchphrase. A catchphrase is an advertising slogan, but a catchphrase is a “song phrase” that is used for a wide range of purposes other than advertising. It is an expression that impresses consumers with a product, service, or brand by using easy-to-remember words that serve as keywords.

Examples of catchphrases are:

Example: All employees, creators. (MK Seiko Co., Ltd.) / New Front. (Kawasaki Frontale)

tag line

A short phrase that is often close to the logo mark. The key is to write text that evokes not only the products and services you offer, but also the brand image of the company itself. It clearly and concisely expresses the value a company can provide to consumers, the organization’s philosophy, and its position in the market. Compared to catchphrases, they are created with the assumption that they will be unchanging and used over a long period of time, and are often placed near the company name or product logo.

An example tagline is below.

Example: Peace on the body. (Calpis Co., Ltd.) / NO MUSIC, NO LIFE. (Tower Records)

body copy

Body copy is text used to deeply explain the features of a product or service to consumers who have been guided by a catchphrase. Once the hook has piqued the interest of consumers and they want to know more, we will use concrete sentences to convey information that could not be conveyed through the catchphrase. Body copy necessarily has more content than a catchphrase, and the key is whether it can satisfy consumers who want more detailed information.

Even if the catchphrase is good, if the body copy does not create a sense of understanding and empathy, the customer will not purchase the product or service.

Although it is often thought that it has a plain presence compared to a catchphrase, it is important to remember that body copy can not only increase the value of your product or service, but also gain the goodwill and trust of consumers.

An example of body copy is below.

example:

Just one small, thin piece of paper.

That is a New Year’s card.

Nothing goes in there.

Rings, sweaters,

There’s no champagne either.

But I can put you in there.

your feelings, your words,

You can put your own expression.

That’s why New Year’s cards are so wonderful.

Don’t you think so?

To the person you care about.

The first gift of the year.

(Japan Post)

How to make a catchphrase

What concrete steps do you need to take to create a catchphrase that catches the attention of consumers and leaves them feeling “surprising,” “I see,” and “interesting.”

Let’s take a look at how to create a catchphrase that grabs the attention of your viewers and some tips.

Target and clarify

The first three steps in creating a catchphrase are:

1. Clarify the purpose of advertising

2. Decide what you want to say and to whom

3. Set how to communicate

The first thing to do when creating a catchphrase is to clarify what the purpose of your company’s advertisement is and what kind of target group you want to convey your message to.

If you aren’t clear about what your company wants to convey and who you want to convey it to, you won’t be able to create an interesting catchphrase that will resonate.

For example, do you want to make a strong impression on consumers about your products, services, or your brand (image advertising), or do you want to increase their desire to purchase and take the next action (response advertising)? It’s important to be clear.

Gather the languages that will serve as material for your catchphrase

The key to creating an interesting catchphrase is to understand that it’s not enough to just list common words. Simply listing out the benefits of your product or service won’t necessarily be appealing to consumers who read your tagline.

The important thing about a catchphrase is to provide a “trigger/awareness” that grabs the attention of target consumers and leads them to the final goal set by the company. When consumers see a catchphrase, if they don’t think it’s information relevant to them, they’ll instantly judge it as “unnecessary” as one of countless advertisements.

When creating a catchphrase, it’s a good idea to list the worries, complaints, and issues that consumers have, and list a number of keywords that will solve them and words that you predict will stick in their minds.

The trick to creating an interesting catchphrase is to put yourself in the shoes of your target audience and think about the message you want to send to them. From there, I extract a few words that resonate with my heart and try to devise ways to express them, such as by combining those keywords, while anticipating the viewer’s reaction. Once you have gathered the words that will make up an interesting catchphrase, try creating as many short sentences as possible that will instantly attract your target audience.

Incorporate psychological techniques

You can also use psychological techniques in your catchphrase.

bandwagon effect

A psychological phenomenon in which people view the opinions of the majority more favorably, such as “I want what everyone around me has” and “If something is supported by many people, it must be of high value.” This is called the bandwagon effect. It is effective to show that the item is highly trendy, such as “hot topic” or “very popular”.

snob effect

Contrary to the bandwagon effect, it is a psychological phenomenon that differentiates oneself from others, such as “I don’t want what everyone around me has” and “I value something special that many people don’t have.” is called the snob effect. It would be good if you could give an image that it is difficult to obtain, such as “limited edition” or “rare.”

Zeigarnik effect

There is a psychological effect that unfinished items are easier to remember than completed items. If something is half-finished, there is a desire to “complete” it, which is why unfinished things leave a stronger impression on people. By intentionally leaving the catchphrase incomplete, such as “What is…?” and “Why…?”, it attracts consumers who are curious about how the information is completed. You can do that.

Checkpoints for interesting catchphrases

Once you have created a few catchphrases, consider whether they are effective for your company’s ultimate objectives, and whether the hook is working to make the viewer want to get more information, and review them again. Let’s review the phrases you are using.

The following are basic checkpoints to check whether the catchphrase is too obvious or whether it is trying to convey all the information.

○ Is the text short and easy to understand? ○ Is the catchphrase with a sense of rhythm? ○ Is there any surprise or discovery in the content? ○ Is there a sense of benefit (good experience gained from the product/service)? ○ Is there a sense of command or coercion? Is the expression appropriate and not too strong? ○ Is it original compared to other companies?

From among several phrases you have created, it is a good idea to choose a phrase that is likely to have a greater effect based on the response rate of the catchphrases that your company has launched so far.

Another important point in selection is to look at many examples of excellent catchphrases. We also recommend finding original phrases by referring to catchphrases that are successful in all industries, not just your competitors.

Don’t forget to consider the aspects you set at the beginning: whether it will strongly impress your brand (image advertising) or whether it will lead to the next action (response advertising), and set the optimal catchphrase.

Below are some examples of catchphrases that have become popular.

Example: Have a cheap habit. (Seiyu LLC) / Love is at the table. (Kewpie Corporation)

Points to note when using catchphrases

In an effort to increase the advertising effectiveness of the catchphrase, we sometimes end up using words with too negative images or arousing anxiety in an attempt to grab consumers’ attention. Also, be careful as catchphrases based on unfounded information or false content may be subject to penalties as false representations under the Unjustified Representations Act.

Just think of special phrases within the scope of the facts. As a general rule, we do not use expressions that could lead to trouble with consumers or that may be illegal.

summary

A single catchphrase can significantly improve a company’s products, services, and brand image. If you understand how to create a catchphrase that resonates with consumers and put it into practice, you can expect to improve sales and grow your company.

An excellent catchphrase with a short phrase that instantly grabs people’s attention has a hook and makes the viewer take the next action.

First, clarify your company’s advertising purpose and target, and use some interesting catchphrase examples as a reference to come up with many original and memorable phrases. The key is to put yourself in the shoes of the target.