What's The Big Deal?It should be the first thing out of your ad's mouth.
ByJerry Fisher•
Opinions expressed by Entrepreneur contributors are their own.
Imagine trying to sell a Monet masterpiece by first touting theframe around the painting . . . or extolling a luxury car by firstpromoting its glove box. It sounds a little daft, but I'mexaggerating to make a point: Some companies still trumpet thesupporting advantages of their product before the big benefit.
That's what I point out to Patty and Ed Lonsbary ofGibsonia, Pennsylvania. The Lonsbarys run Private Motor Coach Inc.,a service that charters its custom-outfitted bus for luxury travel,both personal and corporate. While the slogan they currently use tohead their brochure-"Anywhere, Any time"-gets attentionand deserves play, it's not catchy enough to be the first thingprospects will notice.
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