Slogans than don’t suck (1)

Can we just all stop for a second and bow down to whoever wrote
“When banks compete, you win” for Lending Tree?

It is a small miracle of copywriting.

First of all, it boils down a complicated process—a reverse auction in which financial vendors review your online credit application and credit history and generate a loan offer—into five words.

In the same five words, it makes it clear what the benefit is to you.

It’s written in perfect iambic meter, the da DUM cadence rolling right into your brain.

And it’s pitch-perfect in tone, neither overselling or underselling.

Gems like this don’t get much recognition in awards shows, or in creative circles in general. Lines or slogans are increasingly viewed as hopelessly passé, an afterthought for the client.

But even in this post-literate age, a well-crafted line is a meme not be trifled with.

Copywriters: there is no shame in the writing of a good slogan, even if there is no glory.

Clients: when your line rocks, you win.


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