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Are You Smarter Than Water?

By Michael Stelzner

I was driving home from work last Tuesday night. A banana moon lit the sky.

While stuck in traffic behind an old Nissan truck, I had nothing better to do. So I read the ad on the back of the truck.

It said, “Dales Pool and Spa Center.”

And in big glimmering words read the slogan, “Smarter than Water.”

Call me stupid, but what does that mean?

This illustrates the importance of few well chose words.

If you were Dale, what might you pick as a better slogan?

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This entry was posted on Tuesday, November 20th, 2007 at 5:25 am and is filed under Marketing, Writing White Papers. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.

  • vertigo
    Water is often used as an example of the perfect way to be (or behave or exist). See Taoist philosophy and the martial arts concept of "mind like water". It certainly didn't lead me to think along the lines of water=stupid.
  • David Lance
    Incidentally, owning a pool with filter systems, pumps, heaters, and 10,000 potential leaks and catastrophes is a challenge.

    You need a service guy who is "smarter than the water."
  • David Lance
    "Dales Pools and Spas: Enjoy the luxury"

    "Fun, Relax, Invigorate"
  • I think the bumper-boy is trying to say, "hey, I know how to manipulate water for your pleasure and entertainment", and it's pretty laughable to say he's smarter than water (self-deprecation is always a crowd pleaser). So, the jokes on us and I now I spent three minutes writing about this versus my own blog....ie, I'm not smarter than water.
  • I think I'd leave it alone. Would THE Michael Stelzner blog about him otherwise?
  • Phillip - That's Michael A. not Michael T. :) - Mike
  • Sounds like a good 'ole boy's attempt at jump-starting a viral marketing. Let's see----he got Michael T. Stelzner to post a blurb about it on his nationally acclaimed blog and request reader interaction.

    I'd say it worked. Made ya think. Made ya act, and if you were in the market for a pool or spa it might even prompt you to call him.

    You wanna take the humour and intrigue out of a perfectly good tag line and exchange it for one that "makes sense"??

    Leave Dale alone. He knows his business better than a bunch of bloggers! :)
  • Hey Les,

    I like your better !
  • I don't know about "smarter than water" (??), but I have been called "dumber than a bag of rocks" before.

    Slogan? How about "We Calm the Waters"? Mind you, I think Mike's "Water Your Way" is a winner.
  • How about:

    "We Rule The Water"

    " Make Water Your Slave"

    " Water Works Wonders"

    " Water Your Way"

    "Water: It's What's For After Dinner"
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