Presentation Skills That Will Take You to the Top (Collection), 2/e

20. Microsoft Slogans Score a Trifecta: Three Persuasive Techniques

Microsoft’s venerable slogans, “Where do you want to go today?” and “Your potential, our passion,” are successful because each of them deploys three powerful persuasive selling factors: a call to action for Microsoft, a benefit to its customers, and the most persuasive word in the English language: you.

• Call to Action. The classic sales technique of asking for the order is usually expressed in taglines or slogans that hard-sell a company, its product, or its service. “Acme: Best of Breed,” “Acme: New and Improved!” or “Buy Acme Now While They Last!” These taglines are about the vendor and not about the buyer. Both Microsoft taglines are about the vendor, too. Although they ...