Crafting your advertising message requires laser precision focus. Give your customers one powerful advantage if they buy your product. If your product features two or more advantages, decide which is the primary one. It's that single important advantage that will constitute the sum and substance of your product's advertising headline.
Baker's Chocolate just tastes better. ABC Pain-away let's you do what you want to do. The classic, Ivory Soap's "99 and 44/100% pure". And... "It floats!" Who would help if there was no Red Cross? Wheaties - The Breakfast of Champions! Buy an investment, not a knock-off. (Rolex watch ad.)
Lines like these are often called 'tag lines', but they also are making the case for a product's unique selling proposition.
