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Building Successful Ad Copy
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Key Points Tagline Mission Statement Unique Selling Proposition (USP)
Brand Image Relationship Building Competitive Analysis WIIFM
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Tag Line 5 – 7 word length Easy to recall “Web Sites that Work”
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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.
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Unique Selling Proposition
Set you apart from the competition Unrivaled Personal Service Comprehensive Expertise Vast Experience
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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
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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
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Competitive Analysis Capitalize on competitor weaknesses
Copy their strengths Differentiate from
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WIIFM Benefits Incentives
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