Your elevator example is great.

After looking at many of his ads, I’ve noticed that most of Sugarman’s headlines are only three to four words long.

He also uses short, pithy sentences for his first lines.

Joe claims that the main purpose of the headline and subhead is to get your reader to read the first sentence of your copy. The main purpose of the first sentence is to read the second… and so on.

He says nothing about using benefits in the headline… nothing about selling the product, and certainly nothing about telling the entire story.

One purpose and one purpose only…

The way I look at it, if being pithy and punchy is good enough for Joe Sugarman and Michel Fortin, then it’s good enough for me.

Thanks again Michel for a great article.

Don’t be vague or general. Don’t say, “We solve problems” or “we offer solutions.” They don’t say anything! And don’t say, “We’re superior,” “the best,” “of high quality,” “unique,” “number one,” etc.” These are claims, not benefits. And they are focused on you, certainly not on your audience.

(Claims mean absolutely nothing. Or more specifically, claims, without justification or a reason why they are important to the reader, mean nothing.)

Think about it: If everyone said they were the best, then who do you believe? So instead, think about what makes you the best. How are you unique? What do you specifically bring to the table that no one else does? Why should people enter?