Don't be afraid to make claims

I saw this really smart message from Minneapolis-based U.S. Bank:

“Other banks promise great service. Only U.S. Bank guarantees it.”

It’s smart because it’s memorable and meaningful. So many companies/brands are afraid to make claims about their products and services, perhaps for fear of the dreaded legal department, perhaps for not knowing their own claims.

Find out what your differentiators are, then shout them from the rooftops.

By JanO on 1/29/08, In Uncategorized, Tags advice, dialogue, great copy, hate to write, how to write, ideas, non writers, print ads, relevant copy, self-publishing, shortcuts, typing