George Lois, the adverting icon, wrote Damn Good Advice for those in the advertising field. In one section, he encourages us to highlight a truth. This may even include an assumption about a perceived weakness. Following George Lois' advice, I came up with these two pieces of ad copy for Bridge:
We’re smaller than Shopify. And that’s why you get more with us.
Shopify watches its stock price. We watch our customers' needs.
Shopify was created to bypass local shops (true story). Bridge was created to empower them. Which service is right for your store?
We don’t integrate with your POS. …Because your POS is likely hurting your business.