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AM: request for tagline help

Subject:     AM: request for tagline help
From: (Vernon Guidry)
Date:     Fri, 30 Jan 1998 20:50:39 -0500

To: Tom Graham

Re: Tagline

Of the offered taglines, only #s 1, 4, 6 and 11 seem to offer something
to the customer.  The others are largely about you.

Based on the material you've offered, your web site has three (possibly
four) potentially differentiating things to talk about:

1)  Selection (24,000 items)
2)  Convenience (free delivery with a lower than industry-standard
3)  Price (or perhaps value)

You've chosen to target the SO/HO market (which is not synonymous with
small business).  I can see how you might have some items especially
suited to this market but how is the whole thing exclusive?  A paper
clip is a paper clip is a paper clip.  If there are items especially
helpful to this market, they should be talked about as a category and/or

Putting these things together, the tagline could be something like:

"Buy like the big guys: selection, convenience and value for the small
office/home office."


"Delivering big buyer value, convenience and selection to the small
office/home office."

If there is room for more copy, you might say that your web-based
efficiency allows you to offer this kind of value to small-order

Vernon Guidry
Guidry Associates, Inc.

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