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When you hear claims like?
?Best Lawnmower in the country
?Absolute Lowest Prices In Existence
?Leaves your hair cleaner than any other shampoo
?do you believe them?
Or is there a certain degree of doubt in your mind about their credibility? Or whether they are 'hyped up'?
Think about it. Everybody expects advertisers to exaggerate their claims. To present them in their best light. Which is the exact reason why general statememts are not as effective as?
Rather than saying "Our prices have been reduced"? instead say? "Our prices have been reduced by 22% to prepare for our end of year stocktake"
Rather than saying "More than 20 varieties of Reebok shoes in stock"? instead say? "More than 23 varieties of Reebok shoes in stock"
Rather than saying "Our staff are very experienced carpet cleaners"? instead say? "Our team of 12 staff have a combined experience of cleaning carpets for 63 years"
Rather than saying "Used all over the world"? instead say? "Used in over 46 countries"
Or rather than a cleaner saying "We clean your house thoroughly" why not list every single thing you do
One more thing... When you give people a specific number, they tend to believe it must be true. So don't use numbers which are a multiple of 5 or 10. Instead say 4 or 9. It makes it more believable.
Even KFC realises this.
No. They don't have 10 herbs and spices on their special chicken. They have 11. That's a heck of a lot more believable than 10? or heaps, isn't it?
So take a moment now and think about how you can apply what you've learnt and be more specific in your advertising.
Scott Bywater Copywriting That SELLS
Level 12 / 418a Elizabeth Street, Surry Hills, NSW, Australia
Scott Bywater is a professional direct response copywriter and the author of Cash-Flow Advertising. To get a complimentary copy of his special report '7 Ways To Increase Your Turnover... No Matter What The State Of The Economy' (valued at $29.95) and a free subscription to his "Copywriting Selling Secrets" ezine, where you'll discover how to write ads and sales letters that make people line up and practically beg you to do business with them... visit his web site at http://www.copywritingthatsells.com.au
Finance Magnates (blog)
Google Bans Cryptocurrency Advertising, Ripple Loses Lawsuit: Best of the Week
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Scientific American (blog)
What Monkeys Can Teach Us about Advertising
Scientific American (blog)
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3Fold wins Silver ADDY in American Advertising Awards
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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
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New York Times
Google Bans Bitcoin Advertisements in Policy Change
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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 ...
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Detroit Free Press
Life after Ford: Top advertising man Toby Barlow launching new venture
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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
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Google bans cryptocurrency advertising, bitcoin price slumps
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