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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 Sun. December / 17 / 2017

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Netflix and Spotify Ask: Can Data Mining Make for Cute Ads? - New York Times

New York Times

Netflix and Spotify Ask: Can Data Mining Make for Cute Ads?
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It's no secret that companies, especially those born in the digital age, are amassing deep and detailed troves of information on the habits and preferences of their consumers. For streaming services, that data fuels the recommendations. But companies ...


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Nieman Journalism Lab at Harvard

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Forbes

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Forbes
Forbes Agency Council PR, media strategy, creative & advertising execs share trends & tips Opinions expressed by Forbes Contributors are their own. Post written by. Clint Ethington. Clint Ethington is the CEO & co-founder of programmatic based digital ...


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Variety

Disney's Advertising Empire Could Get More High-Tech After Fox Purchase
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TechCrunch

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Advertising authority considers complaints over Amazon Prime delivery times - The Independent

The Independent

Advertising authority considers complaints over Amazon Prime delivery times
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Complaints about packages not being delivered on time by Amazon in the lead-up to Christmas are being considered by the advertising watchdog. Customers signed up to the online goods giant's premium service Prime have raised concerns their expected ...
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Balancing Omnichannel Advertising with Individual Channel Considerations - eMarketer

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Good digital advertisers are open to exploring the benefits of every channel available to them, but it can be difficult to balance omnichannel practices with individual channel optimization and measurement. Ivo Totev, CMO of SAP's ERP solution, S/4HANA ...


What you need to know in advertising today - Business Insider - Business Insider

Business Insider

What you need to know in advertising today - Business Insider
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Rupert Murdoch doesn't see much of a future for anything on linear TV that's not news or sports — and even for sports he sees an impending challenge from Facebook. On Thursday, the media mogul went into detail about the thinking behind his blockbuster ...

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Off-premise advertising on Irvine Auto Center freeway sign expected ... - OCRegister

OCRegister

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OCRegister
Irvine Auto Center President Brad Mugg shows a clip of a commercial promoting the auto center during an Irvine Planning Commission meeting Feb. 2, 2017. (Photo by Tomoya Shimura, Orange County Register/SCNG). By Tomoya Shimura | tshimura@scng.com ...

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Addressable Advertising: An Upgrade for Travel Brands - AdAge.com

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