I am a stickler for hard-working copy. Think up a meaningful, concise headline, then drive the point home with SUPPORTING copy and/or images. Say no more.
However, I don't mind repeating myself. It seems businesses get bored easily with their message. From week to week, they appear to have an entirely different selling point. Why? They think that because they already said it, their readers already know it. Not so.
I hope there are dozens of reasons to support your business. In reality, though, it can be difficult enough to think of one great reason to choose you. One thing that your competition can't compete with you on. And if you're really tuned into it, you'll find a simple way to say it - maybe a clever way to say it - a memorable, thoughtful, fun way to let the reader know that if they care about _____, they should contact you now.
It takes a bit of work to get there. You may have thought about it for days, weeks or longer before you've really got it. And, by that point, maybe your love for the phrase has worn out. By the time you're ready to move on to another pitch, your audience may just be starting to see it your way. Don't throw it out; repeat it. Repeat it. Repeat it. Say it week to week and across different media. Say it when you talk. Say it until it's as familiar to them as it is to you.
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