Can a great offer be summed up into a single sentence?


You bet. Case in point, Western Union. Here’s how I would likely position Western Union’s offer:
Your money flies first class with Western Union.

Why? With Western Union, you can literally send money to over 100 countries around the globe in minutes. Right now, someone in Moose Jaw, Saskatchewan can go to a Western Union agent and within minutes have money literarily in the hands of a friend or family member in the Philippines, Italy, India, etc. The alternatives? Bank transfers, PayPal, etc. — all taking usually a lot longer, from one or two days to up to two weeks. (Image via

The takeaway:
More often than not, people will respond well to offers that can be summed up into just one sentence. Yep, a single sentence.