PGI Friday: What You Can Learn From the Army
Whether you are trying to market certification, membership, or any other product/service, you are probably already aware that you need to identify your key targets and positioning. I often use the army slogans as an example of how to talk to different audiences in language that speaks to them. The following slogans have, of course, always targeting the young to middle-aged adult, but notice how each slogan has a generational twist:
Uncle Sam wants you! Builds on the loyalty of the Silent generation.
Join the people who’ve joined the Army. Builds on the Boomer's tendency to join. (Yeah, I know that's debatable, but it was the force behind this slogan.)
Be all you can be. Builds on Generation X's individuality and prioritization of personal and
professional development.
The power of one. Builds on the Millenial's social responsibility and desire to make a difference.
Consider if your promotional materials speak in a meaningful way to your targets...or do you still use a generic message. The most overused generic message for certification: Be recognized for your expertise. If you're still using that or a similar message, consider who that does and does not speak to.
And for a little humor, check out the Army slogans that didn't make it, including, "Come play with our privates!"
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