When I work with businesses, I always encourage them to be different than their competitors with their message.
Everybody wants to buy your gold at a fair price. Insert the name of the business here. They’ve been around forever and they’ll pay the most cash. Insert their convenient location here. They have the best burgers in town. Grilled up when you order them. Insert their slogan here. The Kids will be so happy to eat there. Save money with the value menu.
I have seen and heard many businesses that simply took their competitor’s message; replaced their business name and address in the ad.
I might as well go spend my money with their competition.