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AM: RE: request for tagline help

To:     "'vguidry@guidryinc.com'" <vguidry@guidryinc.com>, ad-market@netpreneur.org
Subject:     AM: RE: request for tagline help
From:     Terry Steichen <TerryS@DataFocus.com>
Date:     Sun, 1 Feb 1998 14:55:08 -0500
Cc:     "'atyouroffi@aol.com'" <atyouroffi@aol.com>

Vernon,

Good idea.  Give small guys the same benefits of big guys at even more
convenience.

Terry Steichen

> -----Original Message-----
> From:	vguidry@guidryinc.com [SMTP:vguidry@guidryinc.com]
> Sent:	Friday, January 30, 1998 8:51 PM
> To:	ad-market@netpreneur.org
> Subject:	AM: request for tagline help
> 
> 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
> threshold)
> 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
> item-by-item.
> 
> 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."
> 
> or
> 
> "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
> customers.
> 
> 
> Vernon Guidry
> Guidry Associates, Inc.

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