Language: Do’s & Don’ts
We want our writing to illustrate what makes us better than our competitors in a way that matters to our audience.
What Makes Ace Different
If you find you’re talking about generic features, keep digging until you find the differentiator. It’s that meaningful conversation that separates Ace from the big box chains.
Offers:
Smart savings
Save time and money
Big savings
Savings alert
Product/Selection:
The latest tools
Top-rated products
Featured brands
The best brands
Essentials
The right supplies
General:
Head to Ace
Everything you need
Convenient
My local Ace
Ace family
Your neighborhood store
At home with Ace
Service:
Helpful staff
Award-winning service
Expert tips and advice
Real people
Free delivery
Free store pickup
Expert know-how
We’ll help make it easier
Free shipping
Next-day delivery or
same-day delivery Ace
DIY:
Innovative ideas
Project inspiration
Ideas and inspiration
Offers:
Low-price guarantee
Lowest prices
Cheap / Cheaper / Cheapest
Savings bonanza
Dazzling deals
Budget busters
Bang for your buck
Discount deals
Product/Selection:
Trending or trendy
Largest selection
One-of-a-kind products
The best and worst paint colors /
power tools /
grills / etc.
Service:
Next-level advice
24/7
DIY:
Picture perfect
Unique
General:
Super center
Club savings or member savings
Better than big-box stores (Instead
of telling them, we show them
instead.)
“Ace is the place...”
in headlines