There are many ways to pick up a coffee cup.
But…what’s the easiest way to do it?
By The Handle.
Here’s the secret that most advertising “experts” won’t tell you (or they don’t know)…
Every single commercial message has a “handle”.
Here’s what the handle is not:
The “handle” of the message is: simply giving the target audience the easiest way to grasp exactly what it is your business does.
How Do You Define Your Advertising “Handle”?
The trick is to reduce your message to its simplest form.
Are you able to explain what it is your business does is ten words or less?
Can My “Handle” Be My Business Slogan?
Absolutely – if it makes sense.
One of the best business slogans (in my opinion) on the air right now is Buffalo Wild Wings.
Their slogan (or “handle”)? Wings. Beer. Sports.
No fluff, nothing extraneous, nothing to confuse the mind of their target audience (primarily men).
Their handle is three words.
How many words can you use to describe what it is your business does?
The fewer the better.