Did you know it was inspired by a murderer? Utah Gary Gilmore’s last words when facing a firing squad were, “Let’s do this.”

Inspiration can come from anywhere when you’re open to it.

“Got Milk”?

This slogan almost didn’t make the cut in 1993 at the Goodby Silverstein agency. It was deemed lazy and grammatically incorrect. But after a series of ads featuring people struggling uncomfortably after having dry or sticky treats without any milk to wash them down, it was an instant success. Even celebrities joined the campaign, being featured proudly wearing a milk mustache.

If you’re stuck on a slogan, consider using a question instead of a statement.

“We Try Harder”

In 1962 Avis embraced its position as the second largest car rental company with this slogan. The following year, the campaign helped the company go from losing $3.2 million to a profit of $1.2 million.

After five decades, the company retired the slogan in favor of “It’s Your Space.” Whatever that means.

“Gimme a Break”

Worded initially as, “Have a break, have a Kit Kat,” this slogan was coined to sell chocolate to working people in 1958.

The word “break” was used to signify break time at work and breaking a finger off the Kit Kat bar.

This is another slogan with poor grammar, but it’s how people speak, which is why it works. The double meaning of the word break is clever and memorable. If you can do something similar with your own slogan, it’s almost certainly going to be a winner.

“A Diamond is Forever”

This is the corniest slogan of all and makes me cringe whenever I hear it. And yet, this 1947 slogan from the N.W. Ayer Agency increased sales of diamonds by 55% in two years and made diamond engagement rings a cultural mainstay.

The slogan was coined in a moment of sheer panic after Frances Gerety realized she’d forgotten to include a signature line in her advertisements for DeBeers. Just think, if given more time to work on it, she might not have chosen this slogan. Sometimes the pressure of a deadline can truly work wonders. In fact, in 1999, Advertising Age named this the “Slogan of the Century,” just two weeks before Frances passed away.

“What Happens Here, Stays Here”

Las Vegas launched an effective marketing campaign in the 90s that promoted the city as a family vacation spot. Apparently, it didn’t work as well as hoped because, in 2002, they commissioned R&R Partners to begin researching what people wanted out of Las Vegas. A year later, they had the answer: Freedom. People liked the freedom to do what they couldn’t do at home, and thus, “What Happens in Los Vegas Stay in Los Vegas” was born.

Was it successful? Judge for yourself: Every $1 spent on the advertising campaign with this slogan generates $26 in returns for the city.

“The Best a Man Can Get”

After nearly a century of lousy branding, Gillette finally hit the slogan to revitalize the brand and allow them to dominate the shaving industry.

“The Best a Man Can Get” has been used in 14 languages. Notice the double meaning: It can be interpreted as both the best shave a man can get and the best a man can be, offering product quality and self-empowerment in one simple phrase.

“Breakfast of Champions”

In an early version of influencer marketing, beginning in 1933, Wheaties featured famous athletes on its cereal boxes with the slogan, Breakfast of Champions. What athlete doesn’t want to be identified as a champion? This tagline has made countless athletes agree to be on the cereal box and endorse the product.

“Because You’re Worth It”

Imagine 1973 when women in the U.S. and U.K. were campaigning for equal rights. L’Oreal’s slogan was the first ever written from a woman’s perspective and broke new ground for equal rights.

It’s interesting to note that the original line was, “Because I’m Worth It.” Women may not have felt empowered enough at the time because a survey found the original line “too boastful” for their tastes. L’Oreal quickly changed it to “Because You’re Worth It,” and then in 2009, they changed it again to “Because We’re Worth It” to brand L’Oreal as a lifestyle and philosophy for empowered women.

“Melts in Your Mouth, Not in Your Hands”

This M&M slogan debuted in 1954 to set this candy apart from others, leaving an unpleasant, sticky mess on consumers’ fingers.

And according to a survey from Texas Tech University, this is the most well-liked slogan in the history of advertising.

Here are 55 more slogans you might recognize…

1. 15 minutes could save you 15% or more on car insurance. (Geico)
2. Advancement Through Technology. (Audi)
3. All the news that’s fit to print. (New York Times)
4. American by birth. Rebel by choice. (Harley Davidson)
5. Beanz Meanz Heinz. (Heinz)
6. Betcha can’t eat just one. (Lays)
7. Capitalist Tool. (Forbes)
8. Choosy moms choose Jif. (Jif Peanut Butter)
9. Democracy dies in darkness. (Washington Post)
10. Don’t be vague. Ask for Haig. (Haig Scotch Whiskey)
11. Eat fresh. (Subway)
12. Expect more, pay less. (Target)
13. Finger lickin’ good. (KFC)
14. Grace… space… pace. (Jaguar)
15. Hand built by robots. (Fiat Strada)
16. Have it your way. (Burger King)
17. I think, therefore IBM. (IBM)
18. I’d walk a mile for a Camel. (Camel)
19. Imagination at Work. (General Electric)
20. Impossible is nothing. (Adidas)
21. It is. Are you? (The Independent)
22. It keeps going and going and going. (Energizer)
23. It takes a licking and keeps on ticking. (Timex)
24. Let Your Fingers Do The Walking. (Yellow Pages)
25. Maybe she’s born with it. Maybe it’s Maybelline. (Maybelline)
26. Mmm mmm good. (Campbell’s)
27. Open happiness. (Coca-Cola)
28. Reassuringly expensive. (Stella Artois)
29. Red Bull gives you wings. (Red Bull)
30. Shave time. Shave money. (Dollar Shave Club)
31. Tastes so good, cats ask for it by name. (Meow Mix)
32. The best 4 x 4 x far. (Land Rover)
33. The Citi Never Sleeps. (Citi Bank)
34. The few. The Proud. The Marines. (US Marine Corp)
35. The happiest place on earth. (Disneyland)
36. The king of beers. (Budweiser)
37. The quicker picker upper. (Bounty)
38. The ultimate driving machine. (BMW)
39. The world’s local bank. (HSBC)
40. There are some things money can’t buy. For everything else, there’s Mastercard. (Mastercard)
41. There is no finish line. (Nike)
42. Think big. (IMAX)
43. Think different. (Apple)
44. Think outside the bun. (Taco Bell)
45. Think Small. (Volkswagen)
46. When it absolutely, positively has to be there overnight. (FedEx)
47. When it rains, it pours! (Morton Salt)
48. When the world zigs, zag. (BBH)
49. When there is no tomorrow. (FedEx)
50. When you care enough to send the very best. (Hallmark)
51. When you got it, flaunt it. (Braniff Airlines)
52. Where’s the beef? (Wendy’s)
53. Wotalotigot! (Smarties)
54. You deserve a break today. (McDonald’s)
55. You never actually own a Patek Phillipe, you merely take care of it for the next generation. (Patek Phillipe)

But turning those readers into customers can sometimes be challenging.

Here are 5 tactics that can turn even the most diehard skeptic blog reader into a paying customer.

1: Let Others Sing Your Praises

I’ll bet you’re skeptical when a business tells you how fantastic they are.

But when a friend tells you, then you believe them, right?

When you place testimonials on your blog, in your blog posts, and in any place that makes sense, it’s almost as good as a friend telling your readers how good you are. You are essentially coming in under their sales radar and giving them the info without activating their sales defenses. 

In fact, written testimonials have been shown to increase conversions by as much as 25%, yet most bloggers forget to place testimonials where people will read them – on their blog.

In addition to inserting testimonial quotes, be sure to turn some of them into case studies. You can write a post detailing how a customer solved their problem using your product.

You can also use testimonials to back up your claims. For example, when you say that your product improves results by 50%, use a testimonial that says this.

These techniques allow you to tell your story without making a sales pitch.

2: Use In-Line Product Links

Place links in your posts to relevant products and services whenever it makes sense. It could be your products or even affiliate links to other people’s products. 

Again, you’re doing a promotion without giving a sales pitch because you’re simply offering links to something you’re mentioning or recommending.

For example, let’s say you have a post about list building. Tell them which autoresponder you personally use and why you love it, and give them a link to it.

3: End Each Post with a Call to Action

Every single one of your blog posts should encourage the reader to DO something.

It might be to leave a comment, sign up for your newsletter, share on social media or visit a related page on your blog.

It can also be to check out the product you mentioned in the post.

4: Host Limited-Time Mega Deals

Hosting deals on your blog is going to do at least three things for you:

• Increase traffic as other product owners send buyers to your site
• Increase your audience as you capture all those email addresses of buyers
• Get sales where there would have been none before

This technique pulls money and new email list subscribers out of the air. Simply get together with other product creators and create a package deal that people cannot say no to.

As a random example, you could get 10 product creators, each throwing in a $50 product, and the whole package costs just $97.

Or maybe it’s 50 ebooks for $50 or 5 different membership sites for one monthly fee… you get the idea.

You can split the profits and the buyers’ list with the other marketers participating in the offer.

And you could do one of these as often as you like, using a different theme each time.

5: Don’t be Pushy

Okay, this is actually something to NOT do. While you want to present testimonials, links, and crazy reasonable offers, you don’t want your blog to sound like a sales pitch. 

Keep everything in the realm of offering sage advice, and people will continue returning to your blog for more.

Bottom line: Don’t be afraid to sell from your blog.

Offer great advice and appropriate links. Don’t be pushy. Help your reader to get the results they seek. Guaranteed, if you can make an extra few quid from each post, you’ll post more often, and you’ll enjoy blogging more, too. 

First, you need to know what a conversion is.

Depending on your goal, it could be a person who signs up for your email list, someone who makes a purchase, or in the case of advertising, it could take simply a page view.

The conversion rate is a percentage.

In other words, your conversion rate tells you the percentage of people that came to your site and took the conversion goal action you’ve defined.

You can use this formula to calculate the conversion rate:

Conversions / Visits = Conversion Rate

Let’s say that 1200 people visited your squeeze page, and 300 of them joined your list.

300 divided by 1200 equals .25 or 25%.

Thus, 25% of people who come to your squeeze page sign up.

Why do you need to know your conversion rates?

Because it tells you what’s working, how well it’s working, and what needs improving.

It gives you a basis for testing A against B and seeing which one converts better. Because the better you convert, the less traffic you need to get the same results, and the better results you can get from the same traffic.

In online marketing, conversion rates are everything. Businesses live and die by the conversion rate because conversions result in sales, while a lack of conversions or not enough conversions to cover costs spells doom. 

That’s why finding ways to improve their conversion rate is every marketer’s job.

An Instagram caption is the perfect place to get noticed, spark a conversation, add context, set a scene, create a mood or clue your followers into the message you want to deliver.

You can make people laugh, cry, or maybe even buy your product with one caption. And writing a captivating Instagram caption is an art form unto itself. Getting this right is the difference between being ignored and racking up likes.

But writing a great caption is challenging. You’ve got to be clever and exciting, funny and surprising. In fact, writing a caption can sometimes seem like as much work as writing a great headline because that is, in fact, what you are doing.

Why Are Instagram Captions Important?

Because when done well, captions…

· Increase engagement

· Make followers take notice and maybe even laugh

· Provide context for your photos

· Communicate a message, story, or even a joke

· Make mediocre photos great

· help you stand apart from the crowd

· Help build connections with your audience

· Can promote your business, brand, and products

Here are some tips for writing Instagram captions, and I promise that with a bit of practice, writing great Instagram captions will become second nature to you. 

Write a killer first line. Making the first part of your Instagram caption super engaging will capture eyeballs and keep them on your post longer. Pique your followers’ interest with curiosity, stats, an exclusive offer, or some benefit to clicking your post.

Use the best stuff first. Start with your most compelling content because longer posts get truncated.

Include a call to action in your caption. Invite your audience to comment or like a post to drive more engagement. Inspire your followers to visit your site, sign up for your newsletter, or shop online.

Use hashtags to boost discoverability. Instagram will show your post to viewers who are searching for the hashtag. However, don’t go crazy here. Between 1 and 5 hashtags tend to drive more interactions overall. Use hashtags that are community and interest-based as opposed to generic hashtags.

Ask. “Double tap if you agree” or ask a personal question to encourage comments on your post. 

Go short or go long. Globally, captions with 1-20 characters and captions over 2,000 characters get the most engagement. But shorter captions do better in the UK/Ireland and North America. 

Break it up. Use line breaks on more extended captions to make it easier to digest.

Use a Consistent brand voice. Keep your brand voice consistent and on brand. Captions should ideally mirror your brand’s personality, sounding and feeling like the rest of your marketing.

Include eye-catching emojis. Add personality to your Instagram caption with emojis at the beginning to catch your eyes and make it more inviting. Use less than 5 emojis in your caption. 

Write captions in bunches. It’s easier to write captions if you sit down and write a bunch of them at once rather than trying to think one up each time you post. 

Story tell. Tell a story in your caption that helps drive home the content itself. 

Disclose sponsored posts. FTC regulations require you to be transparent about your sponsored posts. If you’re being paid to promote a business, disclose that. Do not try to hide ads, or they might come back to bite you.

Add captions to your stories. Adding captions to your Instagram stories effectively captures attention and conveys information, especially since many people watch stories without sound. 

Creating excellent Instagram captions might seem difficult at first, but if you want to be successful on Instagram, it’s essential to work on your captions as though they were as crucial as headlines. 

That’s because writing powerful captions can dramatically increase your marketing results on Instagram.

Marketing is about influencing the prospect in one direction, using behavioral science to make sales. 

The above might sound slightly jaded, but it’s our reality. Humans simply are not as rational as we think we are, and if you’re going to influence people to purchase your product, you’ll find it becomes much easier when you use their built-in emotional biases to make it happen.

As they say, people buy with emotion and justify their purchase with logic. When there is no emotion, there is no sale to justify.

1: First and Last Effect – People remember things that come first and last more clearly. Use this to your advantage in sales copy with an incredible benefit headline and by restating the benefit and lack of risk in the P.S.

2: Buy Now Pay Later – This effect of not immediately paying increases an average order value by up to 50%, decreases cart abandonment by 28%, boosts repeat purchases by 23%, and reduces refunds by 17%. 

3: Labor in Public – People will value your products and services more when they see how much work goes into them. Continuously update your customers with the new features and upgrades to your products or the steps involved in providing services to make your offerings more valuable. 

I remember a beer company that used its advertising to demonstrate all the steps involved in making beer. Their process was no different than any other beer company, but sales skyrocketed because they showed everything that went into it.

4: Mistake Effect – If your well-received brand admits to a flaw or mistake, it will be perceived as more authentic and, thus, more likable.

5: Endowment Perception – Users value something more if they feel like it already belongs to them. Offer a freemium version of your product that gives users a good experience but holds back enough to make them want to upgrade. 

6: Default Effect – People accept what they are initially given. If you offer services, the traditional method is to offer the basic service and ask if they want to add more services. Instead, include everything in one package and ask if they want to exclude some of them from the bill. 

This could double your sales because your customers have already bought into the idea of getting the whole package and don’t want to give up what they’ve already seen as their own.

7: New Beginnings – This is the fresh start effect, best illustrated by the New Year, New You paradigm. People want a fresh start; if you can show them how your product provides that fresh start, you’ll make sales.

8: Foot in the Door – Get them to first agree to a small request before asking them to agree to a big request. 

Ask for their email address before trying to sell something to them. Sell them the $3 ebook before offering the $97 ecourse. Ask them to participate in one free coaching session before signing up for 3 months of coaching. 

9: Frame It Low – People decide based on how the options are presented. Test making an offer at a total price, such as $365 a year, versus how much it is per day – $1 a day – and you’ll find the $1 a day converts higher. Sometimes MUCH higher. 

10: Risk Compensation Effect – People are more careful if they feel there is greater risk and less careful if they feel protected from loss. 

Offer a clear and generous refund policy. You might even use the word “Guaranteed” in the headline, such as, “Lose 10 pounds in 10 days, Guaranteed.”

11: Decoy Effect – People change their preference between two options when presented with a third option that is asymmetrically dominated. 

If you offer just one option, the customer has two choices: Buy or don’t buy. 

If you offer two options, the customer has three choices: Buy option 1, buy option 2, or don’t buy. Option 2 is more expensive than option 1, so many people will choose option 1 rather than option 2.

· Ebook – $27

· Ebook and Video Course – $67

But when you add a third pricing option that is much more expensive than the second option, now the second option looks like a bargain.

For example: 

· Ebook – $27

· Ebook and Video Course – $67

· Ebook, Video Course, and Coaching Calls – $297

In this case, you will likely sell the heck out of the second option.

12: Goal Gradient Effect – People are more motivated as they get closer to the goal. Let’s say you sell bags of dog food, and the 12th bag is free. When the customer purchases the first bag, give them credit for having purchased two bags. This gives them a boost to return again and buy more.

If you offer a points reward system on your site, start each new customer with some free points when they make their first purchase or even when they sign up before purchasing.

13: Life Event Theory – People are likelier to change habits or do something new during a significant life event. People are 3 times more likely to switch brands during a major life event. Target people getting married, moving, graduating, and so forth.

14: Place of Origin Effect – A product’s place of origin influences people’s perceptions. Watches from Switzerland, olive oil from Italy, and wine from France are good examples. 

Did you know that Philadelphia cream cheese is NOT from Philadelphia? Consider this when naming your following product.

15: Stepping Stones – Every step in a journey needs to be attainable. If you’re creating a course, make sure that each module of the course is easily achievable. If one of the modules is too big or too complex, break it down into smaller, more manageable sections.

The first stepping stone is the most important. Give them a quick win with that first module to prevent refunds.

If you sell coaching services, ensure your new clients get some quick, easy wins, and they’ll stick with you longer.

16: Discount Burnout – If you offer significant discounts, people will learn to ignore them because you’re creating a low perceived value for your product. Be careful with discounts. Offering them once or twice a year can result in more sales than monthly.

17: Be Funny – When humor is involved, people remember and respond to information better. Even something as simple as using funny GIFs in your copy can increase conversions by 25%.

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