We don’t just say that your business is brilliant. We show that it’s brilliant. Instead of stating that you’re excellent and trustworthy, we strive to weave in examples of your business’ qualities that testify to that excellence and reliability.
Nowhere is this principle disregarded more than in the billboard campaigns of new housing developments.
What do these empty modifiers actually tell us? They neither beautify nor trendify their products. What is their unique selling point? What gives their property developments the edge over their competitors?
We seek to instill in your copy a quiet and infectious confidence that says "We're good and we know it. We don't need to shout about it.
"You don’t want to grab your visitors' attentions – all manner of counterproductive techniques can achieve this. You want to pique your audience’s curiosity.
You don’t make someone fall in love with you by saying "I’m amazing. You can’t do better than me. Make the most of this opportunity while it lasts!" You court them. You give them every reason to believe you're genuine as well as attractive.