Sometimes writing is deceptively good. Ordinary-looking phrases can be packed with extraordinary cunning. One example is the slogan of LA Fitness, We’ll get there together. It sounds simple. All of the words are common, and it feels like a mundane encouragement. But it’s brilliant for three reasons.
Firstly, the slogan cleverly dispels the two most common fears about going to a gym. People commonly fear that going to the gym won’t help: they’ll never lose weight, they’ll never get fit, and they’ll probably never turn up anyway. The slogan tells us that we will. It’s inevitable. We will get there. People also fear that the gym will be intimidating, filled with scary, shredded fanatics. The slogan assures the reader that we will get there together. LA Fitness is a community. No one looks down on anyone else because its members are there for each other. This also supports the first point: you will get there, because we will help you.
Secondly, the structure of the slogan is powerful and elegant. Notice its beat: we’ll get there / to-ge-ther. Two three-syllable feet, each of which stresses the middle syllable. Notice the sound too: we’ll get there / to-ge-ther. In each triplet the g sound is followed by a th sound. The balance of the triplets sounds pleasing and fluent.
Thirdly, you can express the phrase in a variety of tones. If you want to sound cheerful and conversational, just let it roll of the tongue. Unlike many slogans, this one is normal enough and rhythmic enough that it doesn’t sound weird to say (as opposed to Accenture’s preposterous motto, High Performance. Delivered.) If you wanted to sound powerful and commanding, just stress the hard gs. One can imagine an LA Fitness coach making an affirming, presidential hand gesture on each beat.
The result is highly impressive: a versatile and elegant slogan that subtly banishes one’s fears. And they did it without using a word that a three-year-old couldn’t understand.
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