Back in the sixties, I was hired by an ad agency to write copy on the Aeolian Piano account. The Account Executive was slightly put out by my request for additional information and his response to my suggestion that I sit down with the client was, "Are you one of those? Can't you just create something? We're up against a closing date!"
I persisted and, reluctantly, a tour of the Aeolian factory in upstate New York was arranged. My tour lasted two days and although the care and construction appeared meticulous, $5,000 still seemed to be a lot of money.
Just before leaving, I was escorted into the showroom by the National Sales Manager. In an elegant setting sat their piano alongside the comparably priced Steinway and Baldwin. "They sure look alike," I commented.
"They sure do. About the only real difference is the shipping weight - ours is heavier."
"Heavier?" I asked. "What makes yours heavier?"
"The Capo d'astro bar."
"What's a Capo d'astro bar?"
"Here, I'll show you. Get down on your knees."
Once under the piano, he pointed to a metallic bar fixed across the harp and bearing down on the highest octaves. "It takes 50 years before the harp in the piano warps. That's when the Cap d'astro bar goes to work. It prevents warping."
"You mean the Capo d'astro bar really doesn't go to work for 50 years?" I asked.
"Well, there's got to be some reason why the Met uses it," he casually added.
I froze. "Are you telling me that the Metropolitan Opera House in New York City uses this piano?"
"Sure. And their Capo d'astro bar should be working by now."
At the Metropolitan Opera House, I met Rise Stevens, who was in charge of their move to the Lincoln Center. Ms. Stevens told me, "About the only thing the Met is taking with them is their piano."
That quote was the headline of our first ad.The result was a six-year wait between order and delivery.
My point is this. No matter what the account, I promise you, the Capo d'astro bar is there.
"They mean the same thing but have different effects. "All" suggests bulk, a multitude. "Each one" suggests singularity and focus.
That makes it slightly better to say, "All our products exceed government safety standards." Followed by, "Each one undergoes numerous quality inspections."
And if you want to split the difference, there's always "every."
Lively Writing, on Time and on Target
When you message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.