Sam Horn POP! Now in paperback

Sam Horn POP!


What company is associated with that ad?

Chances are, you said Subway.

Which makes Subway execs very happy. It means they’re geeting more bang for their advertising buck because their ad is becoming part of our vernacular. It has “legs.”

Why is this 3 word tagline so successful? It features several POP! techniques:

1. It’s PURPOSEFUL (it brands their product in your mind.)

2. It’s ORIGINAL. (no one in that market has used this measurable phrase which gives the impression you get a lot for your money. In a tough economy when everyone’s pinching pennies, this makes it relevant and top of mind.)

3. It’s PITHY. It’s less than 7 words long (most iconic taglines are because we can only keep 7 bits of information in short term memory, i.e., Nike’s “Just do it.”)

4. It’s ALLITERATIVE (words that start with the same sound give our mind a hook on which to hang a memory – ala Dunkin Donuts, Dirt Devil, Best Buy, Rolls Royce.)

5. It’s said with disctinctive INFLECTION AND IAMBIC METER (Put it in a beat to make it easy to repeat. Great examples are Paul Harvey with “And now . . . for the REST of the story” and “Takes a lickin and keeps on tickin.”

Does your company slogan, product tagline or ad campaign have the above elements? If so, good for you. It’s maing money for you because people are repeating it and becoming your word-of-mouth advertisers.

If not, buy a copy of POP! Create the Pefect Pitch, Title or Tagline for Anything and start applying its 25 innovative techniques to help your product, service and business get noticed, remembered and bought . . .for all the right reasons.

Imagine being in the middle of tens of thousands of Pittsburgh Steeler fans twirling their “Terrible Towels.”

That was one of many highlights of being part of this year’s Super Bowl in Tampa that lived up to its name, big-time.

Other highlights? Broooooce rockin the house at halftime. Jennifer Hudson reaching deep and delivering a heartfelt Star Spangled Banner that gave us all chicken skin (what Hawaiians call goose bumps.)

The game itself POP’d out this year. Especially the last 10 minutes where everyone in the stadium was on the edge of their seat — and on their feet as we watched the score see-saw between the Steelers and Cardinals, climaxing with a “can-you-believe-it” catch in the end zone.

What also POP’d out was that two “amateurs” won the annual Ad-Meter competition.

Or, as USA Today’s Feb. 2 headline put it, “Two Nobodies from Nowhere Craft Winning Ad.”

Doritos launched this brilliant campaign last year to give anybody and everybody an opportunity to submit a 60 second clip. The winner’s ad was featured during the big stakes Super Bowl, watched by 100 million viewers worldwide.

As a bonus, Doritos promised that if their chosen ad topped the viewers’ poll, the creators would be awarded $1 million in prize money. Which is exactly what happened.

The winning ad creators, two brothers in their thirties, Joe and Dave Herbert, only needed 5 takes to get their ad just right. What’s even more amazing is these budget-conscious, unemployed brothers only had enough money to buy five panes of glass for the used vending machine they featured in their commercial in which a guy shatters a vending machine with his crystal ball after predicting free Doritos for everyone in the office.

What’s this prove? As one of the judges in the USA Today article stated, “Regular people have great ideas.”

That’s the premise of my book POP! . We all get great ideas. The challenge is to give our idea an attention-grabbing name so it POPs out. Or to explain or produce our idea in a compelling way so people instantly get it and like it.

That’s what my book POP! does. And that’s why POP! has been recommended by everyone from Seth Godin to Jeffrey Gitomer as the perfect way to create a “stop-em-in-their-tracks” pitch, title or tagline for your business, product, service, cause or commercial.

POP! just came out in paperback from publisher Perigee-Penguin. Pick up a copy and use its 25 techniques to POP! your idea.

Who knows? Maybe you’ll win next year’s Ad-Meter contest and get that prize money of $1 million.