The Original Milk Powerline:
THAT they should buy more milk for their families,
BECAUSE it builds strong bones for healthier bodies.
But mom was beginning to question this (from lactose intolerance to anti-milk messaging). So GS&P crafted a very different rationale for California Milk Board consumers…
Here’s the Got Milk? Powerline:
CONVINCE grocery shoppers
THAT they have to put milk in their cart,
BECAUSE without milk, you can’t eat your favorite foods.
Read that again.
So what can you do?
Now the trick is to apply this kind of thinking to your own business or brand. Who do you specifically need to reach out to? What should they do? And then, the kicker… why should they believe you?
The CONVINCE line is the hardest to come by. Frankly, it’s why JSH&P gets hired to take on brands. We’re pretty good at deciphering a universal truth about the companies we work with and framing a sentence that gives new life to start-ups and stagnated businesses.
Give it a try, write your own Powerline. You may just have solved the 800-lb. marketing problem that’s been plaguing your team. Want a good place to start? Try your hand at writing your own Powerline and find a universal truth about YOU.
Here’s the very first ad created under this tagline…