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“We Deliver” Means A Lot!
Posted by admin | Posted in Marketing | Posted on 17-01-2009
Recently James was helping his father write text for an ad for his sign-making shop. The ad, as written, stated “Delivery Available.” James rewrote the text to read “We deliver.” Readers wanting their new signs delivered directly to their businesses or jobsites would understand the message: “We will bring the sign to you.” Readers wanting to know if the sign shop would deliver on its promises would understand the message: “We give you what we say we are going to give you, and get it to you when we say we are going to get it to you, at the price we quote.”
There are two things at work here. One is personalizing the message. “Delivery Available” is sterile. “We deliver” is warm. By using “we” in the ad, we are actively engaging in the activity of delivery. Making it personal. Putting a face to the business. Building a relationship.
The second thing that’s happening is that we’re communicating on multiple levels. “We deliver” has a bigger meaning. It means that we do what we say we will do. And it is an expression everyone is familiar with. So it is reinforcing a promise, and continuing to build that relationship.
How can you incorporate deeper messages in your ads?
