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Quick! I need some ad copy!

I was working for a bicycle shop a while and my boss told me that I had to create new signage so we can turn over our shoes and clothing stock quicker.

Like many retail stores, we had more demand for customer service than we had people to go around so the signage needed to be punchy and informative.

I decided on a format that included the product name, who made it and I included a product review blurb I found online. I specifically looked for product reviews from well-known periodicals.

While I found a lot of great reviews I couldn’t find a review for everything we had on hand.

What to do.

What to do.

What to do.

I couldn’t just make something up so I decided to look for some quotes about bicycles.

With a little snooping around I found some great quotes about cycling from literary sources, Hemingway mostly, and from some well-known cyclists, specifically Eddy Merckx and Jacquie Phelan.

With our new signage customers that didn’t want a hands-on approach with sales were able to help themselves and the customers that we weren’t able to help immediately were able to get a crash course in our product line.

The new signage helped with sales and we were able to clear out a lot of old stock that wasn’t moving.

Ad copy, especially online copy, needs to be short, punchy and informative.

If internal sources for ad copy, such as white papers or tech manuals aren’t available don’t be afraid to look externally.









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