We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
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
Finance Magnates (blog)
Google Bans Cryptocurrency Advertising, Ripple Loses Lawsuit: Best of the Week
Finance Magnates (blog)
The authorities did not release the details of the alleged offenders, but the move is seen as being part of a wider crackdown. Google bans cryptocurrency advertisement. People had been suspicious for some time, but last week it was confirmed: Google is ...
Raising transparency in the online advertising ecosystem
'By raising end user trust and advertiser transparency, all stakeholders of the advertising ecosystem stand to benefit.' Arturo Azcorra, director of IMDEA Networks Institute (Madrid, Spain),one of ten consortium members that have collaborated in the ...
Scientific American (blog)
What Monkeys Can Teach Us about Advertising
Scientific American (blog)
As early as the 1870s, companies like Pearl Tobacco and later, W. Duke & Sons, employed social advertising, showcasing nude or partially exposed women on posters and trading cards. Although the images had no direct link to the products, sales increased ...
3Fold wins Silver ADDY in American Advertising Awards
3Fold, a Greenville-based growth agency, earned a Silver ADDY for B-to-B Website in the AAF Greenville's American Advertising Awards. The website is for Broad Insights, an international business coaching firm based in Greenville. The Silver honor ...
Indiana Senate race generates most advertising in the country
Indiana Senate race ads by the candidates or outside groups have aired more than 6700 times at an estimated cost of $1.9 million.
Why Stopping Fraudulent Advertising On Television Before It Even ...
TV advertising is free from bots and other forms of fraud that wreak havoc on the digital ecosystem. Will it continue to stay that way? Find out how two companies are working to make sure it will.
Street art goes corporate: Inside the "art first" approach to outdoor advertising
NEW YORK -- In cities around the country, street art attracts those looking for the perfect selfie backdrop. They are grand and intricate, colorful and sometimes controversial. And increasingly, they're selling something. Although advertising isn't ...
New York Times
Google Bans Bitcoin Advertisements in Policy Change
New York Times
SAN FRANCISCO — Google is joining Facebook in banning advertising for Bitcoin and other cryptocurrencies. Google, the largest provider of digital advertising on the internet, announced on Tuesday that it plans to change its advertising policy for ...
Google's Advertisement Ban Is Bullish, Not Bearish, For Bitcoin ...
Bitcoin and rival cryptocurrencies all lose value after Google bans advertising
Bitcoin Continues to Slide; Google to Ban All Crypto-related Advertising
Detroit Free Press
Life after Ford: Top advertising man Toby Barlow launching new venture
Detroit Free Press
One of metro Detroit's best-known advertising and marketing gurus is launching a new venture a year after losing his role as one of Ford Motor's top ad guys. Toby Barlow left the WPP agency last February after spending 15 years with the organization ...
Google will ban all cryptocurrency-related advertising
Google is cracking down on cryptocurrency-related advertising. The company is updating its financial services-related ad policies to ban any advertising about cryptocurrency-related content, including initial coin offerings (ICOs), wallets, and trading ...
Google bans cryptocurrency advertising, bitcoin price slumps
Google Bans Cryptocurrency Advertising, and Bitcoin Continues to Drop
Google Bans All Cryptocurrency, ICO and Bitcoin Advertising
ADVERTISING RELATED ARTICLES:
Advertising: 10 Powerful Secrets To Help You Sell Your Ad Space Like Crazy
If you want to sell more ad spaces, you must read and use the secrets I am revealing here:1. Give your customers a discount when they spend over a certain dollar amount for ad space.
Not Another Calendar! - Choose Advertising Specialties That Sell
As I was searching through a kitchen drawer the other day, I found dozens of pens, pencils, letter openers, sticky-note pads, oversized paper clips, rulers, dental floss, calendars, magnets, what'sits and thing-a-ma-bobs, each with the name of a business on the front. In looking through my "collection" I discovered some things I love and use and others that I can't imagine why I picked them up.
What Does the Back of Your Business Card Say?
Business cards with nothing on the back are wasted opportunities to sell.Use the back of your card to expand and reaffirm your selling sentence (which should be prominent on the front of your card).
Direct Mail Catalogs & Brochures: Write Captions That Sell
Many prospects skim through catalogs and brochures, glancing at the photos and reading the accompanying captions only when a particular image arouses their interest. That's when you have their attention.
How to Breathe New Life into Your Advertising Campaign
If you haven't made many sales or perhaps none at all, don't be discouraged. Use this 10-point checklist to breathe new life into your advertising campaigns and improve your response rate.
Top Design and Marketing Tips from a Branding Expert
This month, we wanted to share some general tips relating to your graphic design that we've come up with over the past year:Always include an address on your business card, even if you are operating a small business out of your home - it greatly increases your credibility and makes you look much more established! If you're concerned about privacy, a Post Office box is a great way to go. When signing up for a Post Office box, consider using a "Mailboxes" store instead of the Post Office - you'll get a street address instead of the typical "P.
The SKINNY on Newspaper Advertising
The SKINNY on NewspapersUsing the paper is considered gospel by many people in business. Use it wisely and it can be a good tool.
Does Your Brochure Pass the Test - Or is It Headed for the Trash? Part Two
In part one of this article we discussed the importance of the look or appearance of your brochure. The look or image that your brochure conveys is vastly important.
For All Those People Who Struggle With Benefits and Features
For Everyone Who Has Ever Struggled Sorting Out Benefits From Features - "SWAT Them!" SWAT is not actually an acronym. It is a compaction of the question "so what?" You see, one of the biggest problems that even experienced copywriters and marketers fall into is being clear on what benefits their product or service actually delivers to their customers.
More Cheap Tricks for Promoting Your Business
In a recent article, I shared five of my top 10 favorite tricks for promoting your business without spending much (or any) money. Several readers wrote and said they enjoyed the first five tips, so I'm hoping the next five will be just as helpful.
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.
Heard A Good Radio Ad Lately? Neither Have We
To many ad agencies, radio is considered advertising's ugly stepchild. It's not sexy like television and is treated as a necessary evil with little effort put into it.
Radio Advertising - Is it for Your Business? - More Small Business Power Tools
If you're a typical small business, you've probably been approached by at least several different radio station sales representatives. In most cases, he or she comes armed with all the latest rating information demonstrating, beyond the shadow of a doubt, that his or her station is number one among just the kind of people who would buy your products or services.
Advertising Through Moms
Moms have a very powerful influence on what their families eat, drink, wear, do, and buy. Moms are not only the driving force behind their families, but also the economy.
Unlock The Power Of Online Groups
Yahoo Groups: I see countless marketers on shoestring budges turn to traffic exchanges for free traffic. If they would spend the time creating online groups rather than clicking for traffic they would see much more quality traffic.
5 Tips for Hot Yellow Pages Ads
Yellow Pages advertising is one of the most popular forms of advertising in the country today. Almost every home in America (96.
Juice - Scam of the Decade or Opportunity of the Century
If you are an ardent web surfer and MLM'er like I am, then I am sure you would have seen the sales pitch "Give away free broadband and earn £27 GBP each time". Depending on which side of the fence you are, this product is either God's gift to freebies enthusiasts, MLM'ers and all paying ISP subscribers or it is the biggest scam yet, bar none.
Grab Your Share of Untold Amounts of Advertising Dollars
If you advertise in any way, the following information could show you how to find and utilize untold advertising dollars you may not be aware of.In the mid 80's I was an account executive for a radio station located in Santa Rosa, California.
Advertising For The Long Haul and Not the Short Term Gains
New Age Media Concepts issues its first article of many that will focus on the advertising and marketing industry. "If a young man tells his date she's intelligent, looks lovely, and is a great conversationalist, he's saying the right things to the right person and that's marketing.
Non-profit Coupon Books and Coupon Mailers for Small Businesses
Many groups like the Chamber of Commerce, ASB at the local high school, etc. will ask if their members can get a discount if they shop in your store or use your service.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market