Before: This shows items in their display case and it gives the needed product info, but there was additional opportunity for strategic positioning.
After: 1) Our headline and copy leads with a targeted benefit – it spells out why a mainstream store should carry this. 2) And notice that our copy isn’t typset using all capital letters, which can make words more difficult to read. 3) The message and info is presented hierarchically and carefully organized. Our job is to make everything easier for the prospect-God to digest.
