Deprecated: mysql_connect(): The mysql extension is deprecated and will be removed in the future: use mysqli or PDO instead in /home/a26f9f83/public_html/articles/includes/config.php on line 159
The Benefits of Specific Advertising > NetSparsh - Viral Content you Love & Share

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

In The News:

This RSS feed URL is deprecated, please update. New URLs can be found in the footers at https://news.google.com/news

TechCrunch

Zyper thinks 'micro influencers' are the future of online advertising ...
TechCrunch
Advocacy marketing — the idea of getting existing customers to talk about your company and its products — is nothing new, but as marketing spend has shifted online, a number of startups have tried to figure out ways of making it more scalable. One ...

and more »

Addressable Advertising: An Upgrade for Travel Brands
AdAge.com
Traditionally, TV advertising required marketers to rely solely on contextual placements to determine desirable audiences for their ads. As TV advertising has evolved, marketers have been increasingly able to use data to identify and serve ads to more ...


Adweek

Lowe's Moves to Shake Up Advertising Model By Launching Creative Review After 12 Years With BBDO
Adweek
Today, home improvement giant Lowe's confirmed that it has launched a full creative ad agency review. The news further threatens a significant piece of business for Omnicom, which has handled the account in the U.S. for 12 years. In a move that marks a ...

and more »

StockNews.com (blog)

Watch out, Amazon and Walmart: Kroger is also building an ...
Digiday
Amazon's advertising business is worth at least $1 billion, and Walmart has a growing advertising platform, too. Kroger, one of the biggest grocery brands in the U.S., is also venturing into retail media. Kroger is selling its suppliers ad units and ...
Amazon.com, Inc. (AMZN) Faces Sudden ... - StockNews.comStockNews.com (blog)

all 2 news articles »

Forbes

Contagious Founder Paul Kemp Robertson On The Future Of Advertising
Forbes
Paul Kemp-Robertson is the Co-founder & Chief Brand Officer of Contagious Communications, a multi-platform marketing resource. He gave a masterclass as part of our Executive MBA program and we got a chance to pick his brains about the ever-changing ...


Haaretz

Antitrust Examining Google Dominance on Web Advertising
Haaretz
For the first time ever, Google has come into the crosshairs of Israel's Antitrust Authority, which has begun examining the implications of its dominance of the internet advertising market as a possible restraint of trade. The authority, which ...


Axios

Obama calls out Trump admin for not advertising ACA enrollment
Axios
Former President Barack Obama today thanked volunteers who have been calling people to remind them to sign up for coverage under the Affordable Care Act ahead of Friday's deadline. "So far, we've gotten more people covered this year than in past years ...

and more »

The Merkle

The MAD Network takes on Digital Advertising with the Blockchain and Proof of Real Work
The Merkle
Announced on the first of November, the MAD Network a subsidiary of Madhive in partnership with BTC Labs is utilizing blockchain technology aligned with machine learning technology to provide affordable algorithm based services to advertisers. By doing ...


Adweek

How Publishers Can Control Their Own Political Advertising Destiny
Adweek
We really shouldn't have to ask the National Security Administration to tell us who's buying political advertising on the Internet. Illustration: Dianna McDougall; Sources: Getty Images. Share. By Chris Nolan. |. 6 hours ago. Share. Now more than ever ...


Forbes

How Autonomous Vehicles, Driverless Cities And More E-Commerce Will Affect Advertising
Forbes
At a conference curated and hosted by the AIA (American Institute of Architects) in New York City on December 1st, the best minds on the subject of Anticipating Driverless Cities shared their insights. As a marketer, implications emerged for how ...

Google News

Do You Really Need a Brochure?

Traditional brochures typically tell the story of your company, i.e.... Read More

Advertising Copy: What?s Really Important?

You labor long and hard trying to create the perfect... Read More

Giorgio Armani: A Persuasive Campaign

Lets examine the use of Giorgio Armani Company's advertisements for... Read More

How To Write Really Good Ads

All sales begin with some form of advertising. To build... Read More

Not Another Calendar! - Choose Advertising Specialties That Sell

As I was searching through a kitchen drawer the other... Read More

How To Tell If An Advertisement Costs Too Much

People say it all the time: "This advertising costs too... Read More

Is Your Advertising... Sexy?

Ever hear the term 'sexy' advertising? It's not necessarily what... Read More

Just What Are Consumers Thinking?

Research would indicate that consumers don't know what they're thinking.... Read More

A Quick And Easy Way Of Getting More Customers From Every Single Ad You Write... Guaranteed!

FACT: Most people don't spend anywhere near enough time on... Read More

8 Low Cost Ways To Advertise, Promote and Market Your Business

We all are looking for ways to market our businesses... Read More

The Shrinking Ad Dollar

CPR CPA CTR... what does it all mean? What it... Read More

Print Your Marketing Postcards For A Penny, Address Them For Free, and Automate the Whole Process

This article will show you how to cut your printing... Read More

How to Make a Fortune from Unique Resistance-free Advertising

One of the most powerful offers you can use in... Read More

Marketing Messages with Add Zest & Appeal

Boring is one thing you can't afford to be when... Read More

Radio Interview 101

Different Types of Station ContactReaching radio hosts (for the purpose... Read More

How to Write Great Headlines

According to experts, just changing the headline of an ad... Read More

How to Make Your Claims Believable

When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More

Information Gathering & Delivery May Never Be The Same!

Give Us The Bottom Line!If you are like most people,... Read More

Why I Like The Ads I Hate!

It's been said that the antidote to liking/loving is not... Read More

Do Your Business Cards Say Who You REALLY Are?

Here are a couple of tips for creating an eye... Read More

Print Advertising: Knowing What To Put In Your Ads

So you've decided to run a print ad in your... Read More

Is Advertising Art?

Oh Grand and Glorious Southern Guru, I am perplexed. What... Read More

How to Advertise with Flyers

When you first start out on your business venture, money... Read More

How To Create Instantly Compelling Ads Every Time

Use This Quick 3-Question Evaluation Process, So You Can Be... Read More

How To Write Ads That Get Response

Your print ads should do more than just get noticed.... Read More