Eric Bright's Key Ideas from Pop!: Stand Out in Any Crowd
by Sam Horn

• The first requirement of a POP pitch is to be purposeful. People need to be absolutely sure of what you do/offer from your image/introduction/slogans alone. Examples of memorable slogans are given.
• A pitch also needs to be original or one of a kind. Things that are original are appealing or, at the least, novel enough to try.
• Pithy means concise and precise. The top slogans of the 20th century, as selected by Advertising Age magazine, are all less than seven words.

The “alphabetizing technique” is where you take some of the “core words” relating to your product/service/message and make them more original by going through the alphabet and changing the sound of the first syllable.

A bar used the alphabetizing technique with their “happy hour” to produce “yappy hour”, a special hour for dog owners.

The “spell chuck” technique is switching out words or parts of words with homophones, such as “Curl up and Dye” for a hairdresser, “VoluntEARS” for a Disney customer service program.

Try to “capture conversational catchphrases.”

Pick up on unique phrases used in your industry or in relation to your message/product.

Build a Rewarding Career, Job Search Techniques sounds dull but  I Don’t Know What I Want, But I Know It’s Not This sounds catchy and conversation oriented.

Come up with catchphrases that are linked to what the customer/reader wants to hear in relation to the product. For example, for a toothpaste company making a child’s toothpaste: Look, Ma. No cavities!

Anytime we elicit a laugh, people are more likely to like us and whatever it is we’re offering.

Use all sorts of humour (except adult, rude, offensive) in your message and pitches. Trashy newspaper headlines, etc.

Rearrange clichés to end up with fresh sounding phrases. For example, “I rub people the right way.”

To Michael Jordan, it was said “Remember, Michael, there’s no I in team.” Jordan replied, “Yeah, but there is in win.”

The “Half-and-Half Technique” is when you make columns of related words that are based on your message and then try combinations of them. This is a common technique for coming up with domain names.

Blend two words into one, like giraffiti, staremaster, Internut etc.

The “contraband” technique is when you take a contrary position in a message, such as a “TV is good for your kids” or an upside-down Christmas tree (“leaves more room on the floor for gifts!”) .

Difference stands out.

Think “how can I introduce something that causes people to rethink their assumptions and question their current beliefs?”

• Alliteration is given as a technique to make powerful titles. Examples: Weight Watchers, King Kong, Boombox, Dirt Devil.
• Do remember to never sacrifice clear for clever.
• Change a message to fit a beat or natural-sounding flow if one presents itself (e.g. rhymes).
• Is your slogan in a beat that’s easy to repeat?

• Make your content come alive with first-person stories.
• Examples are better than explanations.
• Re-enact stories rather than “telling” them. Be visceral and active in your storytelling.
• People remember stories, even if they don't remember anything else.

• Comb newspapers for current quotes.
• Quote yourself, if you wish.
• Quotations are a quick way to establish precedence. (And to validate ideas.)
• Open eyes, ears, hearts, and minds with Aha! quotes.
• Craft a memorable money phase. “Show me the money” from Jerry Maguire is given as an example. Money phrases drive word-of-mouth marketing.
• You can “rip off” quotes by changing them to include your message in a funny way. For example, “I think, therefore iPod.”