Writing an Advertisement

2. What Are You Selling?

2.1 Be clear about what you have to offer.

The major selling points of most good small businesses are:

• Specialist or expert.
• Convenient and local.
• Give excellent service.
• Offer value for money.

2.2 If you have something unique to offer (eg your shop stocks the widest range of scuba gear in the North of England), emphasise it.

You will automatically stand out from the competition.

2.3 If your product has no clear advantage, you will need to work hard to present it in a unique way.

• If you cannot do that, perhaps you should not spend money on advertising.