So why you? Why yours?
Is your product or service better than your competitors?
Really?
What’s going to tip the balance your way, what’s going to make your reader decide on you?
A gripping headline and engaging copy, that’s what.
Everyone talks about features and benefits, but there’s more, because really good advertising copy also identifies the unspoken need and addresses it, both subliminally and practically. It’s the old story, you’re not selling a spade, you’re selling a hole!