Sell the sizzle,
not the sausage!
Often the only difference between two service or product offerings is the emotional connection with the customer.
In an advertising context this is achieved by identifying what motivates your customers, using an arresting and memorable idea that clearly states your unique selling proposition.
Successful advertisements…
• have engaging and concise headings
• grab your the viewers attention with a unique concept
• talk intimately to one person
• highlight your unique selling points
• define products or services in terms of benefits
• are ‘on brand’ in terms of style and tone of voice
