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
Having a quality brochure makes a positive impression on a... Read More
Ask anybody who has been in business for a long... Read More
Ezine Articles - they're everywhere!And little wonder. They're one of... Read More
According to experts, just changing the headline of an ad... Read More
You labor long and hard trying to create the perfect... Read More
Sometimes, it is not an obvious business idea that will... Read More
These days, everyone's looking to save a buck. But if... Read More
Have you ever had to distribute door-hanger advertisements for your... Read More
The single easiest way to increase sales is to look... Read More
The opportunities for getting free advertising for yourproduct or services... Read More
Is fear of failure an issue when you commit valuable... Read More
Solution: You can protect yourself by partnering with other lead... Read More
Lets examine the use of Giorgio Armani Company's advertisements for... Read More
To bring great sales success, a great advertising technique is... Read More
Unless you have become extremely popular in your personal or... Read More
Most business owners and managers keep a fairly close eye... Read More
In the sign industry we commonly refer to the material... Read More
MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:... Read More
Custom LED Display, as the name specifies, facilitate control anything... Read More
There should only be one, over-riding reason why you're doing... Read More
In the world of advertising there are many forms of... Read More
Advertising in the paper works for many people in business.... Read More
There are several ways to advertise and get the word... Read More
Depending on whom you ask, you will get told many... Read More
If you are reading this article, chances are you could... Read More
I caught myself wracking my brain over what kind of... Read More
A joint venture is when two or more businesses join... Read More
Here's a great lesson that applies to direct mail. Ready?... Read More
If you own a small business you should consider ways... Read More
Many of the most memorable ad campaigns around tend to... Read More
Would you like to know how a car wash chain... Read More
More about advertising from BIG Mike McDanielIt makes no difference... Read More
Let's face it. Email marketing and publishing have became very... Read More
Believe it or not, there are plenty of opportunities out... Read More
Cable has grown from 13 houses connected together in 1948... Read More
We have a Great News that we think that may... Read More
1. Spend money on decent quality business cards. Home made... Read More
Sometimes, it is not an obvious business idea that will... Read More
I caught myself wracking my brain over what kind of... Read More
If you've been searching around for business cards that will... Read More
Newspapers are considered the PRIMARY advertising medium by 99.4% of... Read More
Touring is a bands greatest opportunity for success. But, touring... Read More
This tactic of the game was hard for me to... Read More
Ask anybody who has been in business for a long... Read More
Advertisers that are beginning to focus on the young Hispanic... Read More
Walk around any trade or consumer show and you will... Read More
To promote the audience, staff, customers and other people the... Read More
The Ultimate, "Must-Have" Home-Based Business for YOU a Underemployed, Unemployed,... Read More
Today in the Business world whether online or off, it... Read More
Ask some businesses about radio advertising and they'll tell you... Read More
It is a given that billboard advertising "outdoor" is not... Read More
Yellow Pages advertising is one of the most popular forms... Read More
A few years ago, I analysed the statistics of where... Read More
Unless you have become extremely popular in your personal or... Read More
Solution: You can protect yourself by partnering with other lead... Read More
We already know this from our history books. If you... Read More
I hear it often, "advertising in the Yellow Pages directory... Read More
Doesn't that just grab you by the eyeballs and make... Read More
The most basic answer is the same answer as to... Read More
One of the challenges facing marketers is determining the most... Read More
If your company is one of those innovative businesses that... Read More
MANY INDIVIDUAL ELEMENTS COME INTO PLAY MAKING A SUCCESSFUL AD:... Read More
1. Make your ad's keywords and phrases standout by enlarging... Read More
Many people online are not using one of the best... Read More
One of the best and easiest ways to advertise without... Read More
Many entrepreneurs believe that they understand what public relations is,... Read More
Advertising |