I received a brochure in the mail recently. The copy on the cover stated “Over 60 Years Experience.” And I am delighted that this company has been around that long.
But one of the first things you read in my book—heck, in any book on marketing—recommends you talk less about yourself, and more about your target’s needs. Somehow, survival alone, flatly stated, does not seem particularly compelling. What is the reason/benefit/”hook” you are providing that sets you apart and creates curiosity? Why should the audience read further, or turn to the next page?
For example, when I created the message for New York’s Stage Deli’s 70th anniversary, it was “Celebrating 70 Years of Excess.” It was not a dull, “70 years of feeding people.”
For Rapid Park, a group of garages, it was “Fifty Years Of Keeping New Yorkers Off The Street.” It was not, “Fifty Years of Providing Parking.”
Make it interesting, make it exciting, make it memorable. At the very least, make it about why your customer should care.
What do you think?
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