When looking for a good tagline or slogan you should always try to put some of the 8 Core Drives into it. Don’t know what I am talking about? Check out The Ocatlysis Framework by Yu-kai Chou to learn more about his great gamification framework.

What makes a good slogan?

Since I learned about gamification, especially the octalysis framework, I cannot stop thinking about how to improve everything related to my HöhenSucht project. So it was clear to me, to also think about our slogan as a gamified part of the project. What I came up with is:

Picture about the slogan of HöhenSucht

EN: Discover the summits of the world

But why is this a good tagline?

it involves the user emotionally

It directly calls out to the user and wants him to take a desired action. In this case a really epic action: “discover the summits of the world”. This is very catchy and should almost always light up a little explorer spark in the user. Also if the user already hiked to a summit, which is very likely, he will get that epic picture of him standing on top of the summit and therefore is emotionally involved.

it plays into the story of the product

The tagline should play an essential role in the narrative of your product. If you dont have a story or narrative behind your product, you definitly should try to get some part that builds up a story. By creating a story around your product you can create an epic meaning which fuels into Core Drive 1: Epic Meaning and Calling.

it calls to an action

If you directly build in a call-to-action in your slogan, you can reach out to your users and gently push them towards taking a desired action before they even start using your product.

it makes users curious

By making users curious you are using the black hat Core Drive 7: Unpredictability & Curiosity which is a great way to make a desired action more urgent. In this case discovering the summits of the world and logging them in the tourbook.

So what about your taglines? Do they tie into the 8 Core Drives to motivate your users towards your desired actions?

This post was cross published on MIRENOBA.

1 Comment

Michael Finney · 25. November 2017 at 0:31

Great content. I love the links in the article. 🙂

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