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12-SEP-2024 | Excerpt from Hertz’s “Has a competitor” reply to Avis

Author

Dan Bogachek
September 12, 2024

Excerpt from Hertz’s “Has a competitor” reply to Avis

Avis had their say. Now Hertz claps back.

Hertz has a competitor who says he’s only No. 2.

That’s hard to argue with.

1. A car where you need it.

We’re in big towns like yours. In little towns like Whitefish, Montana. We’re at every major airport in the United States and at most of the smaller ones. In fact, if an airport is served by a commercial airline, 97 chances out 100 it’ll also be served by Hertz. Or by a Hertz office within 20 minutes of it. In all, we have over 2,900 places throughout the world where you can pick up or leave a car. Nearly twice as many as No. 2.

2. What kind of car would you like?

When you rent from Hertz, you’re less likely to get stuck with a beige sedan when you want a red convertible. We have over twice as many cars as No. 2. We have Fords, Mustangs, Thunderbirds, Lincolns, and everything else in between. 🏁 

  • Point 1: social proof meets convenience.

  • Specificity to make it tangible and memorable: “97 chances out of 100”, “20 minutes”, “2,900 places”.

  • Written in “you” language throughout.

  • Nice and short and simple. Grade 1 on the Hemingway App. Write in complete ideas, not complete sentences.

You glance at your watch.

It’s 6:28. You’ve been at it since 3.
Crap. Your hot date is at 7. Running late. Sink shower it is.
Nowhere close to done editing…

“…at least all the ideas are laid out, so there’s that. Did I miss anything? I don’t think so? Ok, but how do I make it flow? I need to get the final draft to Stacey for design asap, team cutoff is at noon Thursday…”

You’ve spent dinner completely distracted. Your date just took off. You go home exhausted, plod to your desk, and crack open the laptop.

Or… it could go like this:

5:41 — you’re out of the shower and lip-syncing.
6:17 — dressed to the nines and zenned out.
7:03 — the sunset glints off your aviators as you smile hello.
8:36 — it actually feels like you’re hitting it off. Not just hot, funny to boot.
Next morning, 10:27 — polished draft ready in your inbox.
10:31 — Stacey messages back, “thanks, looks good!”

The difference?

You had Copygloss handle it yesterday afternoon.

For help with editing, email Dan:
[email protected].