We Are the Experts

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When you're selling a product, nothing works quite like the We Are The Experts approach. Basically, this angle works like this: Company X is the expert in...whatever Company X does.

One of the more Straightforward ad approaches, as it basically says, "Company X: We're the (insert expertise here) experts!"

Examples of We Are the Experts include:

Automotive

• Mr. Goodwrench.

Housewares

• Pella windows. (They compare themselves to a horribly unprofessional, unnamed competitor.)

Office Supplies

• FedEx Office, formerly Kinko's.

Restaurants

• Five words: "Domino's. The Pizza Delivery Experts."

Technology

• RadioShack. The presumed presence of experts is the primary reason to hunt a Radio Shack down—that's almost all they've got.
• Circuit City was this in the beginning.
• Best Buy's "Geek Squad" claims to be this.
• Swedish home electronics chain Expert use the slogan "We are what we're named."