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The Benefits of Specific Advertising


The great Claude Hopkins (Author of Scientific Advertising) once said, "Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever."

To say, "Best in the world," "Lowest price in existence," etc. are at best simply claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make.

--- A Dog & Pony Show

It's true that people accept a certain license in 'sales talk.' A person may say, "Highest quality" without seeming a liar, although you realise other brands are just as good. We expect a sales person to 'sell' and we excuse some enthusiastic exaggeration. It's for that reason general statements count for very little. And a person inclined to grand statements and superlatives must expect their claims to meet a healthy dose of scepticism.

However, someone making a specific claim is either telling the truth lying. We know advertisers cannot lie in the best mediums, so a definite statement is usually accepted. Actual figures are not generally discounted. Specific facts, when stated, have their full weight and effect.

--- Just The Facts Ma'am

This is very important to consider in written or personal salesmanship. The weight of an argument may often be multiplied by making it specific. Say that one brand of light bulb gives more light than another and you leave some doubt. Say it gives 354% more light and people realize that you have made tests and comparisons.

A dealer may say, "Our prices have been reduced" without creating any marked impression. But when he says, "Our prices have been reduced 27 per cent" they get the full value of their announcement.

--- The Pre-emptive Advantage & Specificity

In the old days all beers were advertised as "Pure." The claim made no impression. The bigger the type used, the bigger the folly. After millions had been spent to impress a platitude, one brewer pictured a plate glass where beer was cooled in filtered air. They pictured a filter of white wood pulp through which every drop was cleared. They told how bottles were washed four times by machinery. They he went down 4,000 feet for pure water. How 1,018 experiments had been made to attain a yeast to give beer that matchless flavour. And how all the yeast was forever made from that adopted mother cell.

Now don't misunderstand - any brewer might have easily made these claims. They were mere essentials in ordinary brewing. But this one company was the first to tell everyone about them, while the others simply kept repeating the worn out statement "pure beer." This one brewer made the greatest success that was ever made in beer advertising.

--- The Art of Leverage

Remember, one advertising statement may take as much room as another, yet a definite statement is many times more effective. The difference is vast. If a claim is worth making, make it in the most impressive way you possibly can.

All these effects must be studied. 'Salesmanship-in-print' can be very expensive. A salesperson's loose talk matters little when it's simply one-on-one. However, when you are 'talking' to many at great cost, the weight of your advertising claims is important.

Remember, no generality has any weight whatever. It's like saying, "How do you do?", when you have no intention of inquiring about one's health. And specific claims when made in print are taken at their value.

So the next time you are dreaming up adverts and offers for your business - BE SPECIFIC!

Author: http://www.JamesBurchill.com - James is a freelance writer and consultant


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. January / 27 / 2020

Put government on notice about advertising rules - Opinion - Wilkes-Barre Citizens Voice
Put government on notice about advertising rules - Opinion  Wilkes-Barre Citizens Voice

Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash - Yahoo Finance
Las Vegas Postpones Activity Related To Launch Of New Advertising Campaign In Wake Of Death Of Kobe Bryant, His Daughter Gianna And Others In Helicopter Crash  Yahoo Finance

Given The Cost, Does Super Bowl Advertising Make Sense? - Forbes
Given The Cost, Does Super Bowl Advertising Make Sense?  Forbes

Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader - Inc.
Yes, Mr. Peanut Is Dead. But Old-School Advertising Is Even Deader  Inc.

Richard Edelman, Annie Leibovitz among 2020 Advertising Hall of Fame inductees - AdAge.com
Richard Edelman, Annie Leibovitz among 2020 Advertising Hall of Fame inductees  AdAge.com

Why VIZIO Is Getting Into The Advertising Business - Forbes
Why VIZIO Is Getting Into The Advertising Business  Forbes

Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey - Yahoo Finance
Advertising Tech for Audiovisual Media, Brand Marketing Priorities According to Portada's New Survey  Yahoo Finance

Advertising Executives Changing The Conversation About Diversity In The Office - Cheddar
Advertising Executives Changing The Conversation About Diversity In The Office  Cheddar

How YouTube shields advertisers (not viewers) from harmful videos - Quartz
How YouTube shields advertisers (not viewers) from harmful videos  Quartz

Advertisers see early promise in TikTok’s self-serve ad platform - Digiday
Advertisers see early promise in TikTok’s self-serve ad platform  Digiday

City of Newport working to approve an advertising and promotion commission - KAIT
City of Newport working to approve an advertising and promotion commission  KAIT

How Advertising Technology Will Cement Streaming's Dominance Over Cable - Motley Fool
How Advertising Technology Will Cement Streaming's Dominance Over Cable  Motley Fool

Super Bowl advertisers embrace diversity ... cautiously - AdAge.com
Super Bowl advertisers embrace diversity ... cautiously  AdAge.com

LSU's championship run earned $200 million in free advertising for the university - WBRZ
LSU's championship run earned $200 million in free advertising for the university  WBRZ

Out of Home Advertising Association of America Launches Biweekly News Service - MarTech Series
Out of Home Advertising Association of America Launches Biweekly News Service  MarTech Series

SPONSORED ADVERTISING by Philippines Department of Tourism - FOX 11 Los Angeles
SPONSORED ADVERTISING by Philippines Department of Tourism  FOX 11 Los Angeles

Advertising As We Know It Is Dead - Forbes
Advertising As We Know It Is Dead  Forbes

The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach - Digiday
The latest YouTube brand safety ‘crisis’ shows advertisers are taking a more nuanced approach  Digiday

Alcohol Trends and Super Bowl Political Advertising - Harvard Business Review
Alcohol Trends and Super Bowl Political Advertising  Harvard Business Review

LSU's Playoff run results in $200 million advertising exposure - 247Sports
LSU's Playoff run results in $200 million advertising exposure  247Sports

TO PAY FOR CUSTOMER DATA, MERKLE IS LAUNCHING DIGITAL ADVERTISING SOLUTIONS - Industry Global News 24
TO PAY FOR CUSTOMER DATA, MERKLE IS LAUNCHING DIGITAL ADVERTISING SOLUTIONS  Industry Global News 24

Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising - Crain's New York Business
Yellow cab industry bashes proposal to let Uber and Lyft cars have rooftop advertising  Crain's New York Business

AAF Memphis recognizes Ehrlich's advertising career - The Daily Memphian
AAF Memphis recognizes Ehrlich's advertising career  The Daily Memphian

Massage Envy ramps up advertising for fast facials - Glossy
Massage Envy ramps up advertising for fast facials  Glossy

Facebook Should Absolutely Ban Or Regulate All Political Advertising 01/25/2020 - MediaPost Communications
Facebook Should Absolutely Ban Or Regulate All Political Advertising 01/25/2020  MediaPost Communications

Is the Viral Non-Ad Ad the Future of Advertising? - The New York Times
Is the Viral Non-Ad Ad the Future of Advertising?  The New York Times

NC animal shelter advertising 'World's Worst Cat' for adoption - KKTV 11 News
NC animal shelter advertising 'World's Worst Cat' for adoption  KKTV 11 News

Your Digital Detox May Be Toxic for Advertising - The New York Times
Your Digital Detox May Be Toxic for Advertising  The New York Times

With an influencer advisory board, Clorox is changing up its YouTube advertising strategy - Digiday
With an influencer advisory board, Clorox is changing up its YouTube advertising strategy  Digiday

AT&T's Advertising Company Xandr Launches Dynamic Pause Ads - The Fast Mode
AT&T's Advertising Company Xandr Launches Dynamic Pause Ads  The Fast Mode

Programmatic Advertising Is Driving Rapid Growth in Mobile Video - eMarketer
Programmatic Advertising Is Driving Rapid Growth in Mobile Video  eMarketer

A New Audience-Based TV Advertising Tool, From Ampersand - Radio & Television Business Report
A New Audience-Based TV Advertising Tool, From Ampersand  Radio & Television Business Report

Netflix Needs Advertising Plus Subscriptions, Investor Says - Barron's
Netflix Needs Advertising Plus Subscriptions, Investor Says  Barron's

NBCUniversal Exec Touts Peacock Advertising Ambitions - Hollywood Reporter
NBCUniversal Exec Touts Peacock Advertising Ambitions  Hollywood Reporter

Gojek and The Trade Desk Launch Advertising Partnership in Indonesia - Yahoo Finance
Gojek and The Trade Desk Launch Advertising Partnership in Indonesia  Yahoo Finance

Attracting Advertisers To Big Tentpole Telecasts, And Counterprogramming - Radio & Television Business Report
Attracting Advertisers To Big Tentpole Telecasts, And Counterprogramming  Radio & Television Business Report

YouTube overhauls advertising, data collection on kids content - The Washington Post
YouTube overhauls advertising, data collection on kids content  The Washington Post

TWRA warns of scam website advertising TN fishing license - WKRN News 2
TWRA warns of scam website advertising TN fishing license  WKRN News 2

Social media advertising by retailers to hit nearly $65 billion - Chain Store Age
Social media advertising by retailers to hit nearly $65 billion  Chain Store Age

Can Dialogue Advertising Eliminate Much of Digital Ad Fraud? - AiThority
Can Dialogue Advertising Eliminate Much of Digital Ad Fraud?  AiThority

Super Bowl Preview: The Why and When of Big Game Advertising - SHOOT Online
Super Bowl Preview: The Why and When of Big Game Advertising  SHOOT Online

Amazon's Expanding Its Video-Advertising Business - The Motley Fool
Amazon's Expanding Its Video-Advertising Business  The Motley Fool

Lamar Advertising Company Prices Private Offering of Senior Notes - Yahoo Finance
Lamar Advertising Company Prices Private Offering of Senior Notes  Yahoo Finance

Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020 - MarTech Series
Why Audio Ads Should Be a Part of Your Advertising Strategy in 2020  MarTech Series

Inside the Biggest 2020 Advertising War Against Trump - The New York Times
Inside the Biggest 2020 Advertising War Against Trump  The New York Times

Inscape Says Big Brand Advertisers Need To Take The Rudder For Addressable To Succeed - TVRev
Inscape Says Big Brand Advertisers Need To Take The Rudder For Addressable To Succeed  TVRev

Advertising Market to Witness Promising Growth Opportunities during– 2020-2025 | Deployment Model, Growth Factors, Regional Trends, Key Players Analysis, Product Demand etc. - Melanian News
Advertising Market to Witness Promising Growth Opportunities during– 2020-2025 | Deployment Model, Growth Factors, Regional Trends, Key Players Analysis, Product Demand etc.  Melanian News

Direct-response advertisers report some early success with Snapchat’s dynamic ads - Digiday
Direct-response advertisers report some early success with Snapchat’s dynamic ads  Digiday

US justice officials set to meet and coordinate on Google probe - South China Morning Post
US justice officials set to meet and coordinate on Google probe  South China Morning Post

Microsoft Advertising launches sweepstakes for advertisers - Search Engine Land
Microsoft Advertising launches sweepstakes for advertisers  Search Engine Land

Top Advertisers, Media Platforms Get Tough on Harmful Online Content - Adweek
Top Advertisers, Media Platforms Get Tough on Harmful Online Content  Adweek

Advertising industry steering clear of political fray - Greater Baton Rouge Business Report
Advertising industry steering clear of political fray  Greater Baton Rouge Business Report

CES Proves Advertising’s Future Will be Shaped by Manufacturers - Broadcasting & Cable
CES Proves Advertising’s Future Will be Shaped by Manufacturers  Broadcasting & Cable

Radio Advertising: Dead or Alive? - Radio & Television Business Report
Radio Advertising: Dead or Alive?  Radio & Television Business Report

Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising - Mobile Marketer
Bloomberg: TikTok owner seeks US CEO to potentially oversee app's advertising  Mobile Marketer

Advertising campaign will declare Brexit Britain 'ready to trade' - The Telegraph
Advertising campaign will declare Brexit Britain 'ready to trade'  The Telegraph

B2B Paid Advertising in 2020 with Greg Finn [PODCAST] - Search Engine Journal
B2B Paid Advertising in 2020 with Greg Finn [PODCAST]  Search Engine Journal

Proposed digital advertising tax bad for business | COMMENTARY - Baltimore Sun
Proposed digital advertising tax bad for business | COMMENTARY  Baltimore Sun

Fox adds commercial time to Super Bowl to accommodate more advertisers - AdAge.com
Fox adds commercial time to Super Bowl to accommodate more advertisers  AdAge.com

Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder - CNBC
Some Super Bowl advertisers concerned Trump, Bloomberg ads could steal their thunder  CNBC

Facebook Revises Rules On Political Advertising - NPR
Facebook Revises Rules On Political Advertising  NPR

Advertisers hope proposed digital tax is 'dead on arrival' - Baltimore Business Journal
Advertisers hope proposed digital tax is 'dead on arrival'  Baltimore Business Journal

Location-based Search and Advertising Market 2020: Industry Share, Demand, Size, Trends, Key Players, Growth, Gross Margin, Revenue, Value Chain, Innovation and Forecast Analysis till 2026 - Melanian News
Location-based Search and Advertising Market 2020: Industry Share, Demand, Size, Trends, Key Players, Growth, Gross Margin, Revenue, Value Chain, Innovation and Forecast Analysis till 2026  Melanian News

Shen Yun’s Music ‘Lifts the Dancers as It Plays,’ Advertising Firm Owner Says - The Epoch Times
Shen Yun’s Music ‘Lifts the Dancers as It Plays,’ Advertising Firm Owner Says  The Epoch Times

Advertising veterans team up to launch specialist press agency - City A.M.
Advertising veterans team up to launch specialist press agency  City A.M.

Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers - NPR
Study: Tinder, Grindr And Other Apps Share Sensitive Personal Data With Advertisers  NPR

Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020 - MediaPost Communications
Netflix Explains Its Aversion To Taking On Advertising, Again 01/23/2020  MediaPost Communications

Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates - WKOW
Female-targeted advertising, UW-Madison drinking culture factors in high female alcohol death rates  WKOW

Advertisers are showing womanhood in all its bloody, hairy glory - The Hill
Advertisers are showing womanhood in all its bloody, hairy glory  The Hill

With The SUPER BOWL Of Automotive Advertising Around The Corner, What Should Brands CHANGE? - AutoSpies.com
With The SUPER BOWL Of Automotive Advertising Around The Corner, What Should Brands CHANGE?  AutoSpies.com

Microsoft Advertising to deprecate average position after all - Search Engine Land
Microsoft Advertising to deprecate average position after all  Search Engine Land

Advertisers sit tight as the Grammys strikes a sour note - AdAge.com
Advertisers sit tight as the Grammys strikes a sour note  AdAge.com

ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: Keeping positive in the winter months - Coeur d'Alene Press
ADVERTISING: Advertorial — DR. WENDY CUNNINGHAM: Keeping positive in the winter months  Coeur d'Alene Press

Facebook declares new advertising and marketing head in India - Sahiwal Tv
Facebook declares new advertising and marketing head in India  Sahiwal Tv

ADVERTISING: Advertorial — JONATHON M. SASSER: Health Detectives: Allies through your wellness adventure - Coeur d'Alene Press
ADVERTISING: Advertorial — JONATHON M. SASSER: Health Detectives: Allies through your wellness adventure  Coeur d'Alene Press

Lamar Advertising Company Announces Proposed Private Offering of Senior Notes - Associated Press
Lamar Advertising Company Announces Proposed Private Offering of Senior Notes  Associated Press

W2O acquires advertising and medical education agency 21GRAMS - PMLiVE
W2O acquires advertising and medical education agency 21GRAMS  PMLiVE

Standard text ads will live on a bit longer, Microsoft Advertising says - Search Engine Land
Standard text ads will live on a bit longer, Microsoft Advertising says  Search Engine Land

Racy car tinting advertisement raising eyebrows in Taos - KRQE News 13
Racy car tinting advertisement raising eyebrows in Taos  KRQE News 13

Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta - Search Engine Land
Microsoft Advertising’s PromoteIQ integration for retailers, brands is now in beta  Search Engine Land

NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push - Wall Street Journal
NBC’s Peacock Enlists Advertisers and Cable Companies in Marketing Push  Wall Street Journal

Advertisers targeting children online - The Asean Post
Advertisers targeting children online  The Asean Post

Dating apps share personal data with advertisers, study says - We Live Security
Dating apps share personal data with advertisers, study says  We Live Security

Facebook Says It Won’t Back Down From Allowing Lies in Political Ads - The New York Times
Facebook Says It Won’t Back Down From Allowing Lies in Political Ads  The New York Times

Two-Thirds of Advertising Campaigns Lack Personalisation - PerformanceIN
Two-Thirds of Advertising Campaigns Lack Personalisation  PerformanceIN

Bloomberg and Trump Buy Super Bowl Ads at $10 Million Each - The New York Times
Bloomberg and Trump Buy Super Bowl Ads at $10 Million Each  The New York Times

Super Bowl 2020: the ins and outs of the big game's advertisers - The Drum
Super Bowl 2020: the ins and outs of the big game's advertisers  The Drum

What Google’s Cookie Cull Means for Online Advertising in Australia - Which-50
What Google’s Cookie Cull Means for Online Advertising in Australia  Which-50

Spotify to suspend political ads in 2020 - AdAge.com
Spotify to suspend political ads in 2020  AdAge.com

YouTube advertisers blindsided by climate change denial videos - The Verge
YouTube advertisers blindsided by climate change denial videos  The Verge

Opinion Is advertising's very strange future real? - The Drum
Opinion Is advertising's very strange future real?  The Drum

New tool will tell Spotify advertisers who listens to podcasts - Los Angeles Times
New tool will tell Spotify advertisers who listens to podcasts  Los Angeles Times

Is Facebook’s status as the bête noire of political advertising justified? - Financial Times
Is Facebook’s status as the bête noire of political advertising justified?  Financial Times

TikTok explores curated content feed to lure advertisers - Financial Times
TikTok explores curated content feed to lure advertisers  Financial Times

You Asked, We Answered: Are My Health Records Being Sold To Advertisers? - New Hampshire Public Radio
You Asked, We Answered: Are My Health Records Being Sold To Advertisers?  New Hampshire Public Radio

Google cutting web cookies, ending lucrative tracking tool for advertisers - Yahoo Finance
Google cutting web cookies, ending lucrative tracking tool for advertisers  Yahoo Finance

IOS 13 Privacy Features Disappoint Advertisers And Marketers - International Business Times
IOS 13 Privacy Features Disappoint Advertisers And Marketers  International Business Times

Podcast firm Audioboom boosts revenue on advertising rush - City A.M.
Podcast firm Audioboom boosts revenue on advertising rush  City A.M.

Dodge Removes Charger Advertisement Over Embarrassing Mistake - CarBuzz
Dodge Removes Charger Advertisement Over Embarrassing Mistake  CarBuzz

Leo Varadkar spent €1.8m on self-advertising during first 18-months as Taoiseach - compared to €16k spent by Enda Kenny - Irish Post
Leo Varadkar spent €1.8m on self-advertising during first 18-months as Taoiseach - compared to €16k spent by Enda Kenny  Irish Post

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