1. Ask a question

Does she or doesn't she?

Clairol

2. Use a two-fold delivery with a twist

Common sense. Uncommon results

David Ingram and Associates

3. Show your unique commitment

We try harder

Avis

4. Address a specific need

For women whose eyes are older than they are

Robert Powers (skin cream)

5. Explain product superiority

Takes a licking and keeps on ticking

Timex

6. Be abstract but client-centred

After all, it is your information

Authentex Software

7. Evoke a benefit in a fresh way

Let your fingers do the walking

Yellow Pages

8. Describe your product in a novel way

Liquid jewelry

Lorr Laboratories (nail polish)

9. Use an emotive call to action

Reach out and touch someone

AT&T

10. Link company name to product benefit

Never forgets

Elephant Memory Systems

11. Use an evocative call to action

Put a tiger in your tank

Esso

12. Suggest the cost of not using your product

Because so much is riding on your tires

Michelin

13. Use an imperative call to action

Just do it

Nike

14. Be grotesque to make a point

Wears like a pig's nose

W. M. Finck & Co. (men's overalls)

15. Use a one-word call to action

Think

IBM

16. Turn a business maxim on its ear

Think small

Volkswagen

17. Use a cheeky call to action

Let us tan your hide

Crisby Frisian Fur Co.

18. Link a well-known phrase with your product benefit

Understanding comes with Time

Time magazine

19. Revisit a familiar call to action

Reach out and bust someone

Crime Stoppers

20. Brag about yourself

We take the world's greatest pictures

Nikon

21. Link a product feature with an abstract need

A diamond is forever

DeBeers

22. Brag about your product and your client

You and Betty Crocker can bake someone happy

Betty Crocker

23. Link a feature with your address

We corner the market

Irving Rivers Ltd.

24. Take a breath and say it all

Finest anti-knock non-premium gasoline ever offered at no extra cost

Union Oil Co.

25. Combine a feature and a benefit in the same phrase

Make yourself at home

IKEA

26. Describe your service and its #1 benefit in two words

Advertising pays

Industry maxim

27. Declare a superlative feature

The world's #1 selling financial software

Quicken

28. Personify your product

Laughs at time

Du Pont (paint)

29. Make a compelling promise

The world on time

Federal Express

30. Distill your business into one phrase

The Document Company

Xerox Corp.

31. Be whimsical

It's the real thing

Coca-Cola

32. Tie your slogan to your logo

Get a piece of the Rock

Prudential Insurance Co.

33. Say it staccato

Soothes. Cleanses. Refreshes.

Murine Co. (eyedrops)

34. Dare to be different

Dare to diff

LOEB Cola