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.