How to Make Your Claims Believable

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

---

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 Your Yellow Page Ads Work

I hear it often, "advertising in the Yellow Pages directory... Read More

Do I Need Raised Letter or Full Color Business Cards?

If you've been searching around for business cards that will... Read More

Is Your Advertising... Sexy?

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

Using Ad Agencies and Designers

Advertising and promoting your business is expensive, so it's important... Read More

Humor in Advertising

Many of the most memorable ad campaigns around tend to... Read More

Adding Art to Business Spaces

Larger companies have learned that collecting art adds something special... Read More

Predictions for 2010

2005 puts us at the mid-point of the first decade... Read More

Understanding The Basics Of Advertising

I get the L.A. Times delivered to my door every... Read More

Choosing a Print Mail Dealer

"Print & Mail is a type of service that... Read More

Direct Mail Rules of Thumb

First and foremost - You should identify your target market.... Read More

Advertising For The Long Haul and Not the Short Term Gains

New Age Media Concepts issues its first article... Read More

How To Create Instantly Compelling Ads Every Time

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

16 Methods for Getting Free Advertising

1. Place copies of your circular on bulletin... Read More

A $40 Million Dollar Little Known Referral Strategy

Would you like to know how a car wash chain... Read More

The Only Bad Advertising Is No Advertising - Or Is It?

Depending on whom you ask, you will get told many... Read More

Top Design and Marketing Tips from a Branding Expert

This month, we wanted to share some general tips relating... Read More

Add More Pizzazz To Your Ad For More Profits

I recently completed a Marketing Makeover for an Ad that... Read More

How to Breathe New Life into Your Advertising Campaign

If you haven't made many sales or perhaps none at... Read More

Cross Cultural Advertising

"Culture is a like dropping an Alka-seltzer into a glass... Read More

Offline Advertising Secrets: Using Offline Advertising to Get the Most from Your Name Squeeze Page

Many people online are not using one of the best... Read More

When Advertising Wears Out

One of the challenges facing marketers is determining the most... Read More

Secrets of Getting Free Advertising

The opportunities for getting free advertising for your product or... Read More

Lamination of Signs

I suspect that everyone has an idea of what lamination... Read More

Create Your Own Business Cards, Part 2

This is the second part of creating your own business... Read More