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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
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USMEF 'Mitsuboshi' pork ads take first in Japanese advertising awards
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Advertisers push steady budget cuts, challenge fees, and force account reviews to drive down the rising cost of marketing due to the expansion of touchpoints, and the price inflation of media, content, data, and technologies. This puts pressure on ...
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St John's University News
St. John's to Launch MS in Integrated Advertising Communications
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To give students a more competitive edge in the burgeoning field of advertising, St. John's University's College of Professional Studies is introducing a Master of Science (M.S.) program in Integrated Advertising Communications (IAC) in January 2019.
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