A Selling Line is a specific collection of words which translates our strategic intent into an executional promise of benefit to the consumer and makes this benefit belong to you.
A Selling Line is a means to an end. Its function is to help you own, or "brand", a meaningful benefit positioning so your business will come to stand for this benefit over time to a greater degree than its competition.
Great selling lines usually have all these characterisics:
- They link your name to a benefit.
- They do so in a provocative, memorable way.
- They have the magic of people talk.
- They drive executions - they suggest visuals or situations that give continuity to the advertising.
- They leverage an important consumer insight.
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