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How to Make Your Claims Believable


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?

SPECIFIC STATEMENTS

So?

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.

Warmly,

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


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. November / 18 / 2019

Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Speigel - CNBC
Snapchat fact-checks political ads, unlike Facebook, says CEO Evan Speigel  CNBC

We Need to Fix Online Advertising. All of It. - Slate
  1. We Need to Fix Online Advertising. All of It.  Slate
  2. Twitter to Restrict How Certain Advertisers Target Users  The Wall Street Journal
  3. Twitter Outlines Political Advertising Ban but Enforcement Details Lacking  TheStreet.com
  4. At last, some good news for privacy: signs that micro-targeted advertising may be on the way out  Privacy News Online
  5. Twitter details new policy banning political advertising that also limits ads pertaining to 'issues'  Daily Mail
  6. View full coverage on Google News

Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’ - Fortune
Harvard Economist Calls for Outlaw of Online Advertising Markets—Just Like the Trade of ‘Organs, Babies, or Slaves’  Fortune

Redesigned Microsoft Advertising Editor now available - Search Engine Land
Redesigned Microsoft Advertising Editor now available  Search Engine Land

The convergence of advertising and marketing - MIT Technology Review
The convergence of advertising and marketing  MIT Technology Review

Getting rid of microtargeting in political advertising is a terrible idea - The Washington Post
Getting rid of microtargeting in political advertising is a terrible idea  The Washington Post

Five Ways 5G Will Change Digital Advertising - MarTech Series
Five Ways 5G Will Change Digital Advertising  MarTech Series

California sues Juul over advertising, teen vaping sales - Chicago Tribune
California sues Juul over advertising, teen vaping sales  Chicago Tribune

Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019 - Pittsburgh Post-Gazette
Advertising bets on a team's Twitter account? Welcome to sports gambling in 2019  Pittsburgh Post-Gazette

How Publishers Are Missing $13B in Video Advertising Revenue - Tubular Insights
How Publishers Are Missing $13B in Video Advertising Revenue  Tubular Insights

Hyundai Confirms Super Bowl LIV Advertising - PRNewswire
Hyundai Confirms Super Bowl LIV Advertising  PRNewswire

Prepare for Your end-of-Year Advertising Push with Arutz Sheva - Arutz Sheva
Prepare for Your end-of-Year Advertising Push with Arutz Sheva  Arutz Sheva

Google to Restrict User Information It Gives Advertisers - The Wall Street Journal
Google to Restrict User Information It Gives Advertisers  The Wall Street Journal

How Effective Is Facebook Advertising? - Mother Jones
How Effective Is Facebook Advertising?  Mother Jones

Lamar Advertising Reaches Analyst Target Price - Nasdaq
Lamar Advertising Reaches Analyst Target Price  Nasdaq

Political Advertising on Facebook Is Different Than Normal Political Advertising - The Bulwark
Political Advertising on Facebook Is Different Than Normal Political Advertising  The Bulwark

What Makes Advertising Work? High Point University Students Are Finding Out - WFMYNews2.com
What Makes Advertising Work? High Point University Students Are Finding Out  WFMYNews2.com

Measuring online behavioral advertising: One more step to protect users - EurekAlert
Measuring online behavioral advertising: One more step to protect users  EurekAlert

Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking' - Complex
Kanye West: 'If There's an Advertisement for a Strip Club, That Is Advertising Sex Trafficking'  Complex

Long Branch scam is advertising fake home rentals, cops say - Asbury Park Press
Long Branch scam is advertising fake home rentals, cops say  Asbury Park Press

SEC To Overhaul Investment Adviser Advertising Rule | Shearman & Sterling LLP - JD Supra
SEC To Overhaul Investment Adviser Advertising Rule | Shearman & Sterling LLP  JD Supra

The Irresistible Visual Power of Urban Advertising - CityLab
The Irresistible Visual Power of Urban Advertising  CityLab

Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote - Search Engine Land
Microsoft Advertising talks intelligence, UI updates, audience solutions in SMX keynote  Search Engine Land

8 online advertising risks your agency must be prepared for - AdAge.com
8 online advertising risks your agency must be prepared for  AdAge.com

Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture - Food & Environment Reporting Network
Q&A: Bettina Elias Siegel, author of ‘Kid Food,’ on advertising, school lunch and food culture  Food & Environment Reporting Network

Programmatic Advertising Platform Market Global and Regional Analysis by Top Key Market Players, Key Regions, Product Segments, and Applications 2024 - Tech Estate Today
Programmatic Advertising Platform Market Global and Regional Analysis by Top Key Market Players, Key Regions, Product Segments, and Applications 2024  Tech Estate Today

National View Column: Unchecked political advertising on social media a threat to our democracy - Duluth News Tribune
National View Column: Unchecked political advertising on social media a threat to our democracy  Duluth News Tribune

The Advertising Industry Has a Problem: People Hate Ads - The New York Times
The Advertising Industry Has a Problem: People Hate Ads  The New York Times

Advertising on Car Window Helps Woman Find a Kidney Donor - NBC 5 Dallas-Fort Worth
Advertising on Car Window Helps Woman Find a Kidney Donor  NBC 5 Dallas-Fort Worth

Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up - Business Insider
Consolidation rocks WPP, Amazon's next advertising star, and the story behind Taboola and Outbrain's tie-up  Business Insider

Tesla’s word of mouth strategy in focus: Why Elon Musk’s owner-based initiative works - Teslarati
Tesla’s word of mouth strategy in focus: Why Elon Musk’s owner-based initiative works  Teslarati

Apple Stock Gets Price-Target Hikes As Advertising Business Touted - Investor's Business Daily
Apple Stock Gets Price-Target Hikes As Advertising Business Touted  Investor's Business Daily

Truck advertising CT2030 outside the Capitol paid for by labor union - Yankee Institute
Truck advertising CT2030 outside the Capitol paid for by labor union  Yankee Institute

Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy - Skift
Trivago’s Incoming CEO Gets Busy Tweaking Its Advertising Strategy  Skift

25 Fascinating Years of Digital Advertising [Infographic] - Social Media Today
25 Fascinating Years of Digital Advertising [Infographic]  Social Media Today

Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory - The Wall Street Journal
Tencent Earnings Drop 13% as Rivals Intrude on Advertising Territory  The Wall Street Journal

Opinion Why men's advertising is in crisis - The Drum
Opinion Why men's advertising is in crisis  The Drum

TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it - Business Insider
TV has peaked just like the magazine industry did, and TV ad executives refuse to accept it  Business Insider

TripAdvisor Journeys Into Non-Travel Advertising - AdExchanger
TripAdvisor Journeys Into Non-Travel Advertising  AdExchanger

The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs - Forbes
The Apprentice Episode 7: Advertising Task (Re-branding Finland) - Key Business Lessons for Entrepreneurs  Forbes

Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R - Business Insider India
Indian marketers spend nearly 20% of their advertising budget on tackling ad fraud: MMA's Ad Fraud Benchmark R  Business Insider India

Free-to-air TV advertising forecasts downgraded by analysts - AdNews
Free-to-air TV advertising forecasts downgraded by analysts  AdNews

New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market - The New York Times
New York Times Co. Advertising Drops as ‘Turbulence’ Hits Digital Market  The New York Times

Iconic Newspapers advertising executive to feature on Pulling With My Parents - Waterford Live
Iconic Newspapers advertising executive to feature on Pulling With My Parents  Waterford Live

Mobile Advertising Needs More Than Just 5G - MarTech Series
Mobile Advertising Needs More Than Just 5G  MarTech Series

GDPR // A non-technical view of programmatic advertising for brands and publishers - Mediatel News
GDPR // A non-technical view of programmatic advertising for brands and publishers  Mediatel News

UK advertisers balk at high cost of targeted TV ads - Digiday
UK advertisers balk at high cost of targeted TV ads  Digiday

New Squarespace Advertising Campaign Misses By A Click - Forbes
New Squarespace Advertising Campaign Misses By A Click  Forbes

5G Will Reshape Advertising Data - AdExchanger
5G Will Reshape Advertising Data  AdExchanger

Irish Heart Foundation calls on State to ban e-cigarette advertising - The Irish Times
Irish Heart Foundation calls on State to ban e-cigarette advertising  The Irish Times

Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost - Sacramento Bee
Public-funded Oroville Dam advertising called ‘propaganda.’ Here’s how much it cost  Sacramento Bee

2020 candidates are mostly focusing their advertising spending online - Axios
2020 candidates are mostly focusing their advertising spending online  Axios

Sinclair leads $10.3M investment in rideshare advertising startup Octopus - TechCrunch
Sinclair leads $10.3M investment in rideshare advertising startup Octopus  TechCrunch

Sam's Club Brings Together Record-Breaking Olympians Usain Bolt and Allyson Felix in Latest Advertising Campaign - MarTech Series
Sam's Club Brings Together Record-Breaking Olympians Usain Bolt and Allyson Felix in Latest Advertising Campaign  MarTech Series

Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin - Racine County Eye
Racine County Eye offers Thanksgiving advertising deal | Local News I Racine County Eye - Racine, Wisconsin  Racine County Eye

Certainty During Uncertain Times: Guess & Co. Corporation Launches Nationwide Advertising Campaign - StreetInsider.com
Certainty During Uncertain Times: Guess & Co. Corporation Launches Nationwide Advertising Campaign  StreetInsider.com

Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads - The Washington Post
Twitter, the RC Cola of campaign advertising, will no longer accept campaign ads  The Washington Post

Here’s the Army’s Next Big Advertising Campaign - Military.com
Here’s the Army’s Next Big Advertising Campaign  Military.com

Lamar Advertising Company [REIT] [LAMR] moving up – What are the long-term prospects? - The Dwinnex
Lamar Advertising Company [REIT] [LAMR] moving up – What are the long-term prospects?  The Dwinnex

Roku Doubles Down on Advertising Tech - Motley Fool
Roku Doubles Down on Advertising Tech  Motley Fool

Globo Loses Share of Official Advertising Funds under Bolsonaro Administration - The Rio Times
Globo Loses Share of Official Advertising Funds under Bolsonaro Administration  The Rio Times

SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers - JD Supra
SEC Proposes to Modernize Advertising and Solicitation Rules for Investment Advisers  JD Supra

The Pitch: Advertising and marketing news for 11.12.19 - RichmondBizSense
The Pitch: Advertising and marketing news for 11.12.19  RichmondBizSense

Mobile Advertising Market In depth Analysis 2019 By Top Vendors like Smaato, Oath, InMobi, Flurry, Facebook, Google, Chartboost, Avazu Inc, AppLovin, Unity Technologies, Vungle, Twitter Ads - Hitz Dairies
Mobile Advertising Market In depth Analysis 2019 By Top Vendors like Smaato, Oath, InMobi, Flurry, Facebook, Google, Chartboost, Avazu Inc, AppLovin, Unity Technologies, Vungle, Twitter Ads  Hitz Dairies

Club for Growth extends advertising against House Dems over impeachment | TheHill - The Hill
Club for Growth extends advertising against House Dems over impeachment | TheHill  The Hill

Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon - Digiday
Digiday Research: Marketers are increasingly advertising on retail sites - and not just Amazon  Digiday

Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It. - The New York Times
Bernie Sanders Is Flush With Cash. Here’s How He Plans to Spend It.  The New York Times

Here's why Facebook dominates in digital advertising - Fox Business
Here's why Facebook dominates in digital advertising  Fox Business

Apple's next big thing is advertising - AdNews
Apple's next big thing is advertising  AdNews

Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million - Forbes
Roku Is Acquiring The Video Advertising Platform Dataxu For $150 Million  Forbes

Executive Spotlight: Lamar Advertising Company's Jay Johnson - Greater Baton Rouge Business Report
Executive Spotlight: Lamar Advertising Company's Jay Johnson  Greater Baton Rouge Business Report

Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising - Forbes
Lawsuit Against Facebook Uses Public Accommodation Law to Challenge Advertising  Forbes

Social media urged to suspend political advertising - BBC News
Social media urged to suspend political advertising  BBC News

US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year - eMarketer
US Advertisers Will Allocate Nearly $7 Billion to Connected TV This Year  eMarketer

ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019 - CSRwire.com
ETHICMARK® Winners: “Carrefour” and “Nature Now” Best Advertising Campaigns For 2019  CSRwire.com

EARLY SMI: October misses an expected lift in advertising spend - AdNews
EARLY SMI: October misses an expected lift in advertising spend  AdNews

So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot - Minneapolis Star Tribune
So you want to be T.C. Bear? The Minnesota Twins advertising for a new mascot  Minneapolis Star Tribune

The Problem of Political Advertising on Social Media - The New Yorker
The Problem of Political Advertising on Social Media  The New Yorker

It's Time For Some Honesty About (Online) Advertising - B&T
It's Time For Some Honesty About (Online) Advertising  B&T

Facebook Advertising: How to Choose the Best Campaign for Your Goal? - ChartAttack
Facebook Advertising: How to Choose the Best Campaign for Your Goal?  ChartAttack

Radio to TV, festive advertising volumes in India decline sharply: Report - Business Standard
Radio to TV, festive advertising volumes in India decline sharply: Report  Business Standard

How to Invest in Digital Advertising - The Motley Fool
How to Invest in Digital Advertising  The Motley Fool

One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy - CNBC
One bright spot in Amazon's ugly quarter — its advertising business is growing like crazy  CNBC

TikTok Is Running Ads Targeting Potential Facebook Advertisers - Adweek
TikTok Is Running Ads Targeting Potential Facebook Advertisers  Adweek

Konga founder Sim Shagaya's earliest company, E-Motion Advertising acquired by Seyi Tinubu's Loatsad Promomedia - Techpoint Africa
Konga founder Sim Shagaya's earliest company, E-Motion Advertising acquired by Seyi Tinubu's Loatsad Promomedia  Techpoint Africa

Data from Facebook Pay will power its advertising - TechHQ
Data from Facebook Pay will power its advertising  TechHQ

WPP comparable sales rise as advertising backs 2019 guidance - MarketWatch
WPP comparable sales rise as advertising backs 2019 guidance  MarketWatch

Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’ - The Philadelphia Inquirer
Allan Kalish, 94, an advertising icon who ‘should have been a third baseman for the Phillies’  The Philadelphia Inquirer

Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening - The Wall Street Journal
Online Influencers Tell You What to Buy, Advertisers Wonder Who's Listening  The Wall Street Journal

Why Twitter’s New Restrictions on Political Advertising Make No Sense - National Review
Why Twitter’s New Restrictions on Political Advertising Make No Sense  National Review

Blockchain in Media, Advertising, and Entertainment Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US - News Conduct
Blockchain in Media, Advertising, and Entertainment Market 2019| Key Manufacturers and Development for Global Regions (United States, Europe, Japan, China) Forecast up to 2026 | Research Industry US  News Conduct

ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce - The Missoulian
ALBERTSONS GREENLEAF ADVERTISING - Ad from 2019-11-17 | Food & Produce  The Missoulian

Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers - Digiday
Missing a big audience, Walmart’s streaming video play, Vudu, has struggled to win over advertisers  Digiday

Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More - The Motley Fool
Amazon CFO Talks One-Day Shipping, Torrid Advertising Growth, and More  The Motley Fool

Tories spend thousands on targeted advertising in Boris Johnson's seat - New Statesman
Tories spend thousands on targeted advertising in Boris Johnson's seat  New Statesman

The Rundown: Advertisers mull how much digital advertising is too much - Digiday
The Rundown: Advertisers mull how much digital advertising is too much  Digiday

Digital advertising can certainly deliver impact, but it's not the Holy Grail - The Media Online
Digital advertising can certainly deliver impact, but it's not the Holy Grail  The Media Online

The SEC brings its adviser advertising rules into the internet age - InvestmentNews
The SEC brings its adviser advertising rules into the internet age  InvestmentNews

How This Season's Late Thanksgiving Impacts Retail Advertising - AdExchanger
How This Season's Late Thanksgiving Impacts Retail Advertising  AdExchanger

Advertisers flood World Series for D.C. opinion leaders - Axios
Advertisers flood World Series for D.C. opinion leaders  Axios

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