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The Benefits of Specific Advertising


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


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Mon. December / 04 / 2023

Elon Musk curses out advertisers who left X over antisemitic content - Reuters
  1. Elon Musk curses out advertisers who left X over antisemitic content  Reuters
  2. Elon Musk Uses a Crude Insult to Slam Advertisers for Pulling Back From X.  The New York Times
  3. Walmart Stops Ads on X, Joining the Advertising Exit  The Wall Street Journal

Trump is stepping up his advertising in Iowa, where governor has backed DeSantis - ABC News
Trump is stepping up his advertising in Iowa, where governor has backed DeSantis  ABC News

In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear - AdExchanger
In Global Ad Spend Forecasts, CTV Is Poised To Overtake Linear  AdExchanger

The Fallout From Musk's Profanity-Laden Attack on Advertisers Isn't Over - The New York Times
The Fallout From Musk's Profanity-Laden Attack on Advertisers Isn't Over  The New York Times

DeSantis campaign blames its own super PAC for leaks, bad TV advertising - POLITICO
DeSantis campaign blames its own super PAC for leaks, bad TV advertising  POLITICO

Digital Surge Propels Global Ad Market To Nearly 6% Rebound From 2022 Levels, GroupM Estimates; Nearly Half Of TV Ad Dollars Have Shifted To Streaming - Deadline
Digital Surge Propels Global Ad Market To Nearly 6% Rebound From 2022 Levels, GroupM Estimates; Nearly Half Of TV Ad Dollars Have Shifted To Streaming  Deadline

Roundup: Pickleball first / Advertising downturn / AI rules - Greater Baton Rouge Business Report
Roundup: Pickleball first / Advertising downturn / AI rules  Greater Baton Rouge Business Report

Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending - The Wall Street Journal
Global Advertising Growth Is Expected to Slow in 2024, Excluding Elections Spending  The Wall Street Journal

Meta Faces Lawsuit From Spanish Media Over Advertising Practices - The Wall Street Journal
  1. Meta Faces Lawsuit From Spanish Media Over Advertising Practices  The Wall Street Journal
  2. Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  ABC News
  3. Spanish newspaper association files multimillion-euro suit against Meta over advertising practices  The Independent

Why Amazon's disappointing NFL Black Friday ratings aren't worrying advertisers - Ad Age
Why Amazon's disappointing NFL Black Friday ratings aren't worrying advertisers  Ad Age

Third-party data in advertising: Best of the MarTechBot - MarTech
Third-party data in advertising: Best of the MarTechBot  MarTech

Advertising on X right now might not be all bad – for some - Digiday
Advertising on X right now might not be all bad – for some  Digiday

Walmart says it is not advertising on social platform X - Reuters
Walmart says it is not advertising on social platform X  Reuters

Mozilla Developer Network Partners Exclusively with BuySellAds for Native Advertising Initiative - WRAL News
Mozilla Developer Network Partners Exclusively with BuySellAds for Native Advertising Initiative  WRAL News

Advertising in a cookieless world - Hospitality Net
Advertising in a cookieless world  Hospitality Net

How Advertising Is Transforming in a New Digital World - Business Insider
How Advertising Is Transforming in a New Digital World  Business Insider

mParticle Achieves the new AWS Advertising and Marketing ... - AiThority
mParticle Achieves the new AWS Advertising and Marketing ...  AiThority

Advertising wear out largely a 'myth', says System1 - Research Live
Advertising wear out largely a 'myth', says System1  Research Live

Federal government begins advertising new cyber rotation program - FedScoop
Federal government begins advertising new cyber rotation program  FedScoop

Coca-Cola Co. told to modify Powerade advertising - just-drinks.com
Coca-Cola Co. told to modify Powerade advertising  just-drinks.com

Advertising Is Dead. Long Live Advertising. - WSJ - The Wall Street Journal
Advertising Is Dead. Long Live Advertising. - WSJ  The Wall Street Journal

Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025” - Hollywood Reporter
Nexstar CEO Says The CW Will Be at Breakeven by “End of 2025”  Hollywood Reporter

UK ad watchdog to crack down on ‘biodegradable’ and ‘recyclable’ claims - The Guardian
UK ad watchdog to crack down on ‘biodegradable’ and ‘recyclable’ claims  The Guardian

South Jacksonville Hotels Not Taking Advantage of Advertising ... - WLDS-WEAI News
South Jacksonville Hotels Not Taking Advantage of Advertising ...  WLDS-WEAI News

Advertising Trends to Watch in 2024 - Insider Intelligence
Advertising Trends to Watch in 2024  Insider Intelligence

X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out - The New York Times
X May Lose Up to $75 Million in Revenue as More Advertisers Pull Out  The New York Times

U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat - Hollywood Reporter
U.S. Advertising Revenue Forecast Raised for This Year and Next, But With a Big Caveat  Hollywood Reporter

St. Clair College team wins international advertising competition ... - CTV News Windsor
St. Clair College team wins international advertising competition ...  CTV News Windsor

Kovels Antiques and Collecting: Advertising premiums | At Home ... - Daily Tribune News
Kovels Antiques and Collecting: Advertising premiums | At Home ...  Daily Tribune News

The Advertising Industry’s Existential Crisis - Forbes
The Advertising Industry’s Existential Crisis  Forbes

Keys to Success for Social Media in Healthcare Advertising - Pharmaceutical Executive
Keys to Success for Social Media in Healthcare Advertising  Pharmaceutical Executive

Apple, Disney, other media companies pause advertising on X after Elon Musk boosted antisemitic tweet - CNBC
Apple, Disney, other media companies pause advertising on X after Elon Musk boosted antisemitic tweet  CNBC

FDA Publishes Final Rule on Direct-to-Consumer Advertising ... - Morgan Lewis
FDA Publishes Final Rule on Direct-to-Consumer Advertising ...  Morgan Lewis

Flagstaff discontinues advertising at the airport to prevent a lawsuit regarding local gun range - Arizona's Family
Flagstaff discontinues advertising at the airport to prevent a lawsuit regarding local gun range  Arizona's Family

Forxiga’s generic makers in Korea face advertising suspension - KBR
Forxiga’s generic makers in Korea face advertising suspension  KBR

Biden, allies set off-year advertising record for incumbent president - NBC News
Biden, allies set off-year advertising record for incumbent president  NBC News

Paramount Advertising Chief John Halley Says Industry Mix Of Streaming, Linear And Digital Is “A Big Mess” For Buyers And Sellers, “But We’re Going To Work Toward A Better Future” - Deadline
Paramount Advertising Chief John Halley Says Industry Mix Of Streaming, Linear And Digital Is “A Big Mess” For Buyers And Sellers, “But We’re Going To Work Toward A Better Future”  Deadline

New Market Report from News/Media Alliance provides trends ... - Editor And Publisher Magazine
New Market Report from News/Media Alliance provides trends ...  Editor And Publisher Magazine

Meet The 30 Under 30 Marketing & Advertising Class Of 2024 ... - Forbes
Meet The 30 Under 30 Marketing & Advertising Class Of 2024 ...  Forbes

NAAG 2023 CP Fall Conference: Advertising… - kelleydrye.com
NAAG 2023 CP Fall Conference: Advertising…  kelleydrye.com

Runway ML is partnering with Getty Images on new AI video models ... - VentureBeat
Runway ML is partnering with Getty Images on new AI video models ...  VentureBeat

Norton Introduces Bill to Require Federal Agencies to Report on ... - House.gov
Norton Introduces Bill to Require Federal Agencies to Report on ...  House.gov

HGI Capital Management LLC Purchases New Shares in Lamar ... - MarketBeat
HGI Capital Management LLC Purchases New Shares in Lamar ...  MarketBeat

Meta bars political advertisers from using generative AI ads tools - Reuters
Meta bars political advertisers from using generative AI ads tools  Reuters

Advertising Watchdog Tells Charter to Soften Claims About T-Mobile ... - Telecompetitor
Advertising Watchdog Tells Charter to Soften Claims About T-Mobile ...  Telecompetitor

Division on Civil Rights Issues Notice of Violation in Response to ... - New Jersey Attorney General
Division on Civil Rights Issues Notice of Violation in Response to ...  New Jersey Attorney General

Man Sentenced for Advertising and Distributing Child Sexual Abuse ... - Department of Justice
Man Sentenced for Advertising and Distributing Child Sexual Abuse ...  Department of Justice

Political advertising: deal on new measures to crack down on abuse ... - European Parliament
Political advertising: deal on new measures to crack down on abuse ...  European Parliament

Instacart and The Trade Desk Partner to Enhance Programmatic ... - The Trade Desk
Instacart and The Trade Desk Partner to Enhance Programmatic ...  The Trade Desk

Fed Panel Wants to Confront the Role of Aggressive Auto ... - Streetsblog USA
Fed Panel Wants to Confront the Role of Aggressive Auto ...  Streetsblog USA

The 5 next big tech innovations in marketing and advertising for 2023 - Fast Company
The 5 next big tech innovations in marketing and advertising for 2023  Fast Company

Plano Police Department turning to more online advertisement for ... - WspyNews
Plano Police Department turning to more online advertisement for ...  WspyNews

Roku and Unity Partner to Bring the Power of TV Streaming ... - Roku Newsroom
Roku and Unity Partner to Bring the Power of TV Streaming ...  Roku Newsroom

Toyota SUV adverts banned in UK on environmental grounds - The Guardian
Toyota SUV adverts banned in UK on environmental grounds  The Guardian

FreeWheel forms pact with OrkaTV to enhance ad buying against ... - StreamTV Insider
FreeWheel forms pact with OrkaTV to enhance ad buying against ...  StreamTV Insider

Big players opt out of advertising on Instagram after a child predator ... - PhoneArena
Big players opt out of advertising on Instagram after a child predator ...  PhoneArena

LensCrafters AccuFit false advertising $39M class action settlement - Top Class Actions
LensCrafters AccuFit false advertising $39M class action settlement  Top Class Actions

Here are the companies pulling ads from X - Media Matters for America
Here are the companies pulling ads from X  Media Matters for America

FTC Staff Paper Details Potential Harms to Kids from Blurred ... - Federal Trade Commission News
FTC Staff Paper Details Potential Harms to Kids from Blurred ...  Federal Trade Commission News

As podcast advertising grows, brand lift data can help brands ... - Nielsen
As podcast advertising grows, brand lift data can help brands ...  Nielsen

Federal Trade Commission Announces Updated Advertising Guides ... - Federal Trade Commission News
Federal Trade Commission Announces Updated Advertising Guides ...  Federal Trade Commission News

Medical Advertising: Federal Oversight of Devices | U.S. GAO - Government Accountability Office
Medical Advertising: Federal Oversight of Devices | U.S. GAO  Government Accountability Office

U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies ... - IAB
U.S. Podcast Advertising Revenue Study 2023: Drivers, Strategies ...  IAB

US Department of Labor, Lamar Advertising Co. form alliance to ... - US Department of Labor
US Department of Labor, Lamar Advertising Co. form alliance to ...  US Department of Labor

Disney+ Expands Advertising Automation and Measurement ... - The Walt Disney Company
Disney+ Expands Advertising Automation and Measurement ...  The Walt Disney Company

Facebook owner Meta faces EU ban on targeted advertising - Reuters
Facebook owner Meta faces EU ban on targeted advertising  Reuters

Wyden, Booker Introduce Bill to Ban Surveillance Advertising | U.S - Senator Ron Wyden
Wyden, Booker Introduce Bill to Ban Surveillance Advertising | U.S  Senator Ron Wyden

New CCM Report Reveals Troubling Trend: New York State's ... - Craig Newmark Graduate School of Journalism at CUNY
New CCM Report Reveals Troubling Trend: New York State's ...  Craig Newmark Graduate School of Journalism at CUNY

Amazon rolls out AI-powered image generation to help advertisers ... - About Amazon
Amazon rolls out AI-powered image generation to help advertisers ...  About Amazon

Marketing and Advertising on DoorDash - DoorDash
Marketing and Advertising on DoorDash  DoorDash

These companies kept up LGBTQ advertising despite risk of consumer boycotts - ABC News
These companies kept up LGBTQ advertising despite risk of consumer boycotts  ABC News

Amazon’s advertising revenue tops $12 billion in the third quarter - CNBC
Amazon’s advertising revenue tops $12 billion in the third quarter  CNBC

St. John's University to Celebrate the Work of Advertising Icons ... - St John's University News
St. John's University to Celebrate the Work of Advertising Icons ...  St John's University News

Examining LGBTQ+ representation in media and advertising - Nielsen
Examining LGBTQ+ representation in media and advertising  Nielsen

McDonald’s and Wendy’s win false advertising lawsuit - CNN
McDonald’s and Wendy’s win false advertising lawsuit  CNN

Two brands suspend advertising on X after their ads appeared next to pro-Nazi content - CNN
Two brands suspend advertising on X after their ads appeared next to pro-Nazi content  CNN

Twitter's U.S. Ad Sales Plunge 59% as Woes Continue - The New York Times
Twitter's U.S. Ad Sales Plunge 59% as Woes Continue  The New York Times

FTC Publishes Staff Paper on the Harm of Blurred Advertising - Privacy & Information Security Law Blog
FTC Publishes Staff Paper on the Harm of Blurred Advertising  Privacy & Information Security Law Blog

Advertising - O'Melveny & Myers
Advertising  O'Melveny & Myers

GroupM Introduces New Protections Against Made For Advertising ... - GroupM
GroupM Introduces New Protections Against Made For Advertising ...  GroupM

Tech Trends Shaping the Future of Advertising - ExchangeWire
Tech Trends Shaping the Future of Advertising  ExchangeWire

Netflix Subscribers Are Up, But Advertising Remains Stagnant - AdExchanger
Netflix Subscribers Are Up, But Advertising Remains Stagnant  AdExchanger

Advertising Information - Healio
Advertising Information  Healio

Warner Bros. Discovery Announces New Strategy And Structure For ... - Warner Bros. Discovery
Warner Bros. Discovery Announces New Strategy And Structure For ...  Warner Bros. Discovery

Advertising Terms and Conditions - The Chronicle of Philanthropy
Advertising Terms and Conditions  The Chronicle of Philanthropy

U.S. Podcast Advertising Revenue Report 2022 - IAB
U.S. Podcast Advertising Revenue Report 2022  IAB

Norwegian DPA Adopts Measures Regarding Meta's Behavioral ... - Privacy & Information Security Law Blog
Norwegian DPA Adopts Measures Regarding Meta's Behavioral ...  Privacy & Information Security Law Blog

Variety and Canva Host Happy-Hour Reception During NYC’s Advertising Week - Variety
Variety and Canva Host Happy-Hour Reception During NYC’s Advertising Week  Variety

Antitrust: Commission sends Statement of Objections to Google over ... - European Commission
Antitrust: Commission sends Statement of Objections to Google over ...  European Commission

U.S. Advertising Forecast to Rise 5 Percent in 2023, But National TV Faces “Existential Crisis” - Hollywood Reporter
U.S. Advertising Forecast to Rise 5 Percent in 2023, But National TV Faces “Existential Crisis”  Hollywood Reporter

A Blessing and a Boogeyman: Advertisers Warily Embrace A.I. - The New York Times
A Blessing and a Boogeyman: Advertisers Warily Embrace A.I.  The New York Times

To Save the News, We Must Ban Surveillance Advertising - EFF
To Save the News, We Must Ban Surveillance Advertising  EFF

Highlights from Spotify’s Q3 ‘23 earnings - Spotify
Highlights from Spotify’s Q3 ‘23 earnings  Spotify

New Digital Catalog at St. John's Celebrates Work of Advertising Icons - St John's University News
New Digital Catalog at St. John's Celebrates Work of Advertising Icons  St John's University News

From Mad Men to machines? Big advertisers shift to AI - Reuters
From Mad Men to machines? Big advertisers shift to AI  Reuters

Advertising Week Briefing: How AI is expected to dominate this ... - Digiday
Advertising Week Briefing: How AI is expected to dominate this ...  Digiday

Supplement Company to Pay $1.1 Million in False Advertising ... - Office of the District Attorney
Supplement Company to Pay $1.1 Million in False Advertising ...  Office of the District Attorney

The Department of Advertising and Public Relations hosts AdPR ... - Grady College
The Department of Advertising and Public Relations hosts AdPR ...  Grady College

Advertising An Event - Drew Today
Advertising An Event  Drew Today

Consumer Attitudes Toward AI in Marketing & Advertising in 2023 - Morning Consult
Consumer Attitudes Toward AI in Marketing & Advertising in 2023  Morning Consult

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