Action words, yes, but that's oversimplified.

The most important thing to do is take what you do better and build a case using those items in it. You also need to organize the ad in a way (interrupt, engage, educate and offer) that makes the prospect know you're the obvious choice. That's assuming you are the obvious choice. This isn't about lying. This is about good companies winning by telling people why they are better.

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If you ever need specific help feel free to hit me up and ask questions!

Bruce