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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 Tue. March / 28 / 2023

The TV Advertising Market Is Slumping, But Sports Ads Are Booming - Hollywood Reporter
The TV Advertising Market Is Slumping, But Sports Ads Are Booming  Hollywood Reporter

How ChatGPT Is Prompting Advertising Strategists To Think Different - The Drum
How ChatGPT Is Prompting Advertising Strategists To Think Different  The Drum

EU: Stronger Rules Needed for Political Ads - Human Rights Watch
EU: Stronger Rules Needed for Political Ads  Human Rights Watch

Snap Taps Former Microsoft Head of Advertising Rob Wilk as President of Americas - Variety
Snap Taps Former Microsoft Head of Advertising Rob Wilk as President of Americas  Variety

Advertising spending expected to grow this year despite economic uncertainty - Greater Baton Rouge Business Report
Advertising spending expected to grow this year despite economic uncertainty  Greater Baton Rouge Business Report

What to watch for in TV advertising's 2023 upfront market - Digiday
What to watch for in TV advertising's 2023 upfront market  Digiday

ChatGPT and Generative AI in Media and Advertising - Insider Intelligence
ChatGPT and Generative AI in Media and Advertising  Insider Intelligence

Entrepreneur Gary Vaynerchuk Says More Bang For The Buck Comes From Advertising On Radio. - Inside Radio
Entrepreneur Gary Vaynerchuk Says More Bang For The Buck Comes From Advertising On Radio.  Inside Radio

From Eugenics to Targeted Advertising: The Dark Role of Data in Sorting Humanity - Literary Hub
From Eugenics to Targeted Advertising: The Dark Role of Data in Sorting Humanity  Literary Hub

US Justice Dept's Google advertising case gets fast-paced schedule - Reuters
US Justice Dept's Google advertising case gets fast-paced schedule  Reuters

Pinterest Rises on Better Advertising Potential - TipRanks
Pinterest Rises on Better Advertising Potential  TipRanks

Pinterest CEO Bill Ready Impresses Investors with New Advertising ... - Observer
Pinterest CEO Bill Ready Impresses Investors with New Advertising ...  Observer

Pinterest Stock Rises on Upgrade as Advertising Technology Seen Boosting Growth - Barron's
Pinterest Stock Rises on Upgrade as Advertising Technology Seen Boosting Growth  Barron's

Advertising Research Group Wants To Replace TV Households - Forbes
Advertising Research Group Wants To Replace TV Households  Forbes

A May grad asks about a career in advertising - Boston.com
A May grad asks about a career in advertising  Boston.com

U.S. Advertising Growth Forecast Cut Slightly for 2023 - Hollywood Reporter
U.S. Advertising Growth Forecast Cut Slightly for 2023  Hollywood Reporter

Contextual Advertising Global Market to Reach $562.1 Billion by 2030: Contextual Advertising and Personalization Evolve into Critical Aspects in Building a Comprehensive Ad Campaign Strategy - Yahoo Finance
Contextual Advertising Global Market to Reach $562.1 Billion by 2030: Contextual Advertising and Personalization Evolve into Critical Aspects in Building a Comprehensive Ad Campaign Strategy  Yahoo Finance

New York City buys billboards in southern cities advertising its abortion access - The American Independent
New York City buys billboards in southern cities advertising its abortion access  The American Independent

Manager, Sponsorship and Advertising, Cityside - Oaklandside
Manager, Sponsorship and Advertising, Cityside  Oaklandside

Edtech should raise the bar for education advertising | Mint - Mint
Edtech should raise the bar for education advertising | Mint  Mint

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FTC Cracks Down on BetterHelp’s Sharing of Health Information for ...  JD Supra

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Blurred lines – when celebrity endorsements can lead to claims of ...  JD Supra

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Anzu: Advertising in Games is Easier Than You Think – Beet.TV  BeetTV

Geico, Allstate lead the insurance industry in advertising spending cuts - Insider Intelligence
Geico, Allstate lead the insurance industry in advertising spending cuts  Insider Intelligence

Montana Senators Reject House-Passed Bill To Ban Most Marijuana ... - Marijuana Moment
Montana Senators Reject House-Passed Bill To Ban Most Marijuana ...  Marijuana Moment

The FTC’s Crackdown On Misleading Advertising Will Benefit Both ... - The Drum
The FTC’s Crackdown On Misleading Advertising Will Benefit Both ...  The Drum

Pacvue Expands From Advertising to Retail - Business Insider
Pacvue Expands From Advertising to Retail  Business Insider

Auto Advertising Is On The Rebound At Radio But The Trend Lacks ... - Inside Radio
Auto Advertising Is On The Rebound At Radio But The Trend Lacks ...  Inside Radio

Skai Introduces first of its kind Omnichannel Platform for Unified Performance Advertising - Yahoo Finance
Skai Introduces first of its kind Omnichannel Platform for Unified Performance Advertising  Yahoo Finance

Test Your Ad Expands To Radio, Podcast And Audio Advertising. - Inside Radio
Test Your Ad Expands To Radio, Podcast And Audio Advertising.  Inside Radio

Discover the Most Popular Types of Billboard Advertising in San ... - San Francisco Examiner
Discover the Most Popular Types of Billboard Advertising in San ...  San Francisco Examiner

Instacart Serves Up More Fresh Produce with Innovative New ... - PR Newswire
Instacart Serves Up More Fresh Produce with Innovative New ...  PR Newswire

Tribaldata Partners with PubMatic Enabling Media Buyers to Reduce the Carbon Footprint of Digital Advertising Campaigns - Yahoo Finance
Tribaldata Partners with PubMatic Enabling Media Buyers to Reduce the Carbon Footprint of Digital Advertising Campaigns  Yahoo Finance

Instagram unveils two new advertising channels - MarTech
Instagram unveils two new advertising channels  MarTech

Meet Minneapolis unveils new advertising campaign to boost tourism - KARE11.com
Meet Minneapolis unveils new advertising campaign to boost tourism  KARE11.com

Kargo Partners With Snap to Develop Creative Science and a Dynamically Generated Product Catalog for E-commerce and Retail Advertisers - Yahoo Finance
Kargo Partners With Snap to Develop Creative Science and a Dynamically Generated Product Catalog for E-commerce and Retail Advertisers  Yahoo Finance

Newsletter publishers say they continue to see uptick in revenue ... - Digiday
Newsletter publishers say they continue to see uptick in revenue ...  Digiday

Potential TikTok Ban Worrying Advertisers - Pharmaceutical Executive
Potential TikTok Ban Worrying Advertisers  Pharmaceutical Executive

Elon Musk needs Twitter advertisers, but they’re not coming back - Vox.com
Elon Musk needs Twitter advertisers, but they’re not coming back  Vox.com

Mobile Billboard Advertising in Florida: Dat MediaFL Launches LED ... - Benzinga
Mobile Billboard Advertising in Florida: Dat MediaFL Launches LED ...  Benzinga

FTC Issues Orders to Social Media and Video Streaming Platforms ... - Federal Trade Commission News
FTC Issues Orders to Social Media and Video Streaming Platforms ...  Federal Trade Commission News

How to Develop an Advertising Plan According to Everest Business ... - The Ritz Herald
How to Develop an Advertising Plan According to Everest Business ...  The Ritz Herald

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Pope: Without power of Holy Spirit, evangelization is empty advertising  USCCB

Rule 8.3 - Mirriad Advertising plc - GlobeNewswire
Rule 8.3 - Mirriad Advertising plc  GlobeNewswire

Cloud Advertising Market 2023 Overview, Top Manufactures, Market ... - Digital Journal
Cloud Advertising Market 2023 Overview, Top Manufactures, Market ...  Digital Journal

Adcore Wins Microsoft’s Advertising 2022 Channel Partner of the Year Award for EMEA - Yahoo Finance
Adcore Wins Microsoft’s Advertising 2022 Channel Partner of the Year Award for EMEA  Yahoo Finance

Retail, search and Amazon's $40bn 'advertising' business ... - Benedict Evans
Retail, search and Amazon's $40bn 'advertising' business ...  Benedict Evans

Personalised advertising needs to be less personal | India | Law.asia - Law.asia
Personalised advertising needs to be less personal | India | Law.asia  Law.asia

The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period - Yahoo Finance
The Global Smart Advertising Services Market size is expected to reach $1273.1 billion by 2028, rising at a market growth of 20.6% CAGR during the forecast period  Yahoo Finance

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The Army Pulls Advertising Campaign Featuring Jonathan Majors ...  HipHopWired

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Kaufman Organization Secures 5,909-Square-Foot Lease at 15 ...  Real Estate Weekly

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HOAX: This Facebook post advertising jobs using Pwani Oil's Fresh ...  PesaCheck

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Qatar World Cup Is Hijacked To Advertise Tobacco  Health Policy Watch

Alexander Fedorowicz: Privacy legislation would break online ... - Florida Politics
Alexander Fedorowicz: Privacy legislation would break online ...  Florida Politics

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B2B spend on TV advertising has doubled since 2018  Marketing Week

T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G - FierceWireless
T-Mobile told to quit advertising umlaut-inspired 'most reliable' 5G  FierceWireless

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Study sheds light on concerning new trend in drug advertising ...  Science Daily

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Marijuana companies wade into Twitter advertising with mixed ...  Marijuana Business Daily

Federal regulations that restrict unhealthy food and beverage ... - American Society for Nutrition
Federal regulations that restrict unhealthy food and beverage ...  American Society for Nutrition

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Vietnam's advertising businesses needs a 'Black List' to block toxic ...  VietNamNet

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Influencing the path to care with responsible advertising  Wolters Kluwer

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Pinterest Provides New Tips on Effective Pin Advertising Approaches  Social Media Today

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California's False Advertising Laws And The "On Sale" Price ...  Mondaq News Alerts

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Veterans, cannabis digital advertising and the lawsuits against the OCM  syracuse.com

Jeri Fields: Protection from misleading advertising - The Tribune ... - Ironton Tribune
Jeri Fields: Protection from misleading advertising - The Tribune ...  Ironton Tribune

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5 charts showing where people (and advertisers) would go after ...  Insider Intelligence

Joy Robins Named Global Chief Advertising Officer of The New York ... - The New York Times Company
Joy Robins Named Global Chief Advertising Officer of The New York ...  The New York Times Company

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Podcasting's Biggest Advertisers Bump Up February Spending From ...  Inside Radio

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Streaming services advertising in 2023: what marketers should know  AdAge.com

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HOAX: This link advertising a Ramadhan promotion by Carrefour is ...  PesaCheck

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Out-of-Home (OOH) Advertising Market Sales Comparison to 2031  Digital Journal

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Engaging OB-GYNs with successful & contextual advertising  Wolters Kluwer

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In-game advertising: A marketer's guide  MarTech

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Insurance Advertising Market Sustainable Growth Ahead: Seapoint Digital, Confluency Solutions, Quotit  EIN News

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FTC to Ban BetterHelp from Revealing Consumers' Data, Including ...  Federal Trade Commission News

Global Head of Microsoft Advertising steps down - Search Engine Land
Global Head of Microsoft Advertising steps down  Search Engine Land

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How Meta is Using AI to Improve its Advertising  InvestorsObserver

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SRU recognized in advertising and marketing awards  Slippery Rock University

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Opposition backs plan to outlaw advertising gay conversion therapy  Times of Malta

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Net Zero Claims in UK Advertising: What Companies Need to Know ...  Sidley Austin LLP

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Meta's AI and automation push could turn off advertising agencies  Insider Intelligence

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Carr Specialty Baits, Inc. Welcomes New Vice President of ...  Fishing Tackle Retailer

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The Global Programmatic Display Advertising Market size is expected to reach $2772.7 billion by 2028, rising at a market growth of 31.9% CAGR during the forecast period  Yahoo Finance

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New IAB Study Reveals Five Misperceptions About Video Game ...  IAB

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Advertising, PR students 'pawfect' match for service dog org  Nebraska Today

LTV's De Facto examines alcohol advertising changes in Latvia - Eng.Lsm.lv
LTV's De Facto examines alcohol advertising changes in Latvia  Eng.Lsm.lv

Walmart V. Amazon: Advertising, Inflation, And The Battle For ... - Forbes
Walmart V. Amazon: Advertising, Inflation, And The Battle For ...  Forbes

Washington may soon require additional disclosures for political ... - KNKX Public Radio
Washington may soon require additional disclosures for political ...  KNKX Public Radio

Article III Standing and PFAS False Advertising Class Actions - The National Law Review
Article III Standing and PFAS False Advertising Class Actions  The National Law Review

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Five Things Marketers Should Know About Generative AI in ...  The Wall Street Journal

Artscape Promotional Short Film Wins Two GOLD American ... - Mayor Brandon M. Scott
Artscape Promotional Short Film Wins Two GOLD American ...  Mayor Brandon M. Scott

Netflix Surpasses 1 Million Users For Its Advertising Business ... - Bloomberg
Netflix Surpasses 1 Million Users For Its Advertising Business ...  Bloomberg

JUUL false advertising $255M class action settlement - Top Class Actions
JUUL false advertising $255M class action settlement  Top Class Actions

Elon Musk thinks he can fix Twitter's advertising business after derailing it - CNN
Elon Musk thinks he can fix Twitter's advertising business after derailing it  CNN

AI Advertising: The FTC Prepares for Battle - McDermott Will & Emery
AI Advertising: The FTC Prepares for Battle  McDermott Will & Emery

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Make-A-Wish and Lamar Advertising enter yearlong pro bono ...  PR Newswire

FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ... - Federal Trade Commission News
FTC Approves Final Order against LCA-Vision, Halting Alleged Bait ...  Federal Trade Commission News

Austin plumbing company has unique advertising by spoofing well-known films - FOX 7 Austin
Austin plumbing company has unique advertising by spoofing well-known films  FOX 7 Austin

TikTok enters the search ad market, challenging Google and Microsoft - Search Engine Land
TikTok enters the search ad market, challenging Google and Microsoft  Search Engine Land

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