Building Successful Ad Copy

Key Points Tagline Mission Statement Unique Selling Proposition (USP) Brand Image Relationship Building Competitive Analysis WIIFM

Tag Line 5 – 7 word length Easy to recall “Web Sites that Work”

Mission Statement 30 Words or less that tell why you are in business Helping local businesses and organizations grow financially stronger with proven web technologies.

Unique Selling Proposition Set you apart from the competition Unrivaled Personal Service Comprehensive Expertise Vast Experience

Brand Image “Your brand is what people say about you when you are not in the room .” Jeff Bezos Amazon Customer testimonials Success stories Friendly and highly responsive service

Relationship Marketing Building loyal lifetime mutually beneficial partnerships Turning prospects into customers, customers into repeat customers, and repeat customers into ambassadors Five phases: Introduction Comparison Transaction Reinforcement Advocacy

Competitive Analysis Capitalize on competitor weaknesses Copy their strengths Differentiate from

WIIFM Benefits Incentives