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a Special
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The uniqueness is totally dependent on your customers' PERCEPTION
of your product's 'difference'.
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On UK TV at the time of writing, is an ad for a national chain of
'overnight stop-overs'. Motels. They're modern, comfortable etc etc. But they lack the 'extras' offered by conventional hotels. Now many Copywriters would probably justify this with copy such as: "We have no swimming pool but you will enjoy the very best cuisine." Or .... "Our Motels are much less expensive than a Hotel yet ..." Here's how the TV Ad goes .... Open with picture of a guy blissfully sound asleep in bed. Superimposed dissolving text reads .... ● "No swimming pool" ● "No gymnasium" ● "No kareoke" ● "No discotheque"... Female voice over softly says ... ● "Just everything you need for a good nights sleep. XYZ Travel Inns". |
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