Advertising Advice
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How to Make Your Claims BelievableWhen you hear claims like?
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 statements 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 stock taking." Rather than saying "More than 20 varieties of Reebok shoes in stock," say "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 63 years cleaning carpets." 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 learned and be more specific in your advertising. Warmly, Scott Bywater, Copywriting That SELLS
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