What's "It" All About

I love good slogans. To me, they're like modern, commercialized versions of the wise sayings of Ben Franklin and others. "A stitch in time saves nine." Or, "A penny saved is a penny earned.

The Ontario, Canada license plate says, "Yours to discover." That's a good one.

The New York Times still uses, "All the news that's fit to print." Many have twisted that to read, "All the news that fits in print." Of course, The New York Times doesn't really follow their slogan anymore. They can't, if they want to report on the news as it really is.

Slogan writers get paid a lot of money, and while sometimes they earn it, often they don't. Many of these sloganeers are very lazy and just add whatever kind of product or service they're writing a slogan for to the end of "It's all about..." For these lazy writers, "It's all about the money."

Companies that you'd think know better are guilty of employing this useless, meaningless phrase, "It's all about..."

Google, on their AdWords page states, "It's all about results."

Fresh Direct says on their delivery trucks, "It's all about the food." To give them credit though, they seem to be phasing out "It's all about the food," and using, "Our food is fresh. Our customers are spoiled." I like this one, and as a fan of Fresh Direct, agree with it.

When you look at ads, look for "It's all about..." You'll be surprised how many you see.