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

In The News:


Present Your Product On A TV Show for FREE

Would you like to get your new or existing Internet... Read More

Why I Like The Ads I Hate!

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

Advertising Agency In Boston: Tips and Tricks

The big news on Wall Street last year was the... Read More

Turn Your Ad Copy into a Goldmine!

Today, more than ever, it is crucial that your ad... Read More

Business Plan Appeal ? Five Rules For Writing Attention Grabbing Headlines

The success of a business plan stands or falls on... Read More

3 Simple But Powerful Off-Line Advertising Strategies

There are several ways to advertise and get the word... Read More

Placemat Ad Advertising

Starting a placemat ad business can create more business for... Read More

Joint Ventures Increase Profits Quickly

A joint venture is when two or more businesses join... Read More

Developing a Formal Brand Messaging Document

Ensure everyone in your company sings from the same sheet... Read More

Books, Bibles and Fast-Talkers

Every community has 'em. Fast talkers who roll into town... Read More

What?s the Score?

You may be aware that in a basketball game the... Read More

The Internet and Beyond - 12 Tips on Writing Better Brochures

Every year thousands of online businesses fail. None of them... Read More

Electronic Score Boards

Wide range of electronic Key venues around the globe has... Read More

Advertising In The Local Press

There are three main reasons why I would hesitate when... Read More

Understanding Internet Banner Advertising

Banner advertising is an effective way of getting your advertising... Read More

Giorgio Armani: A Persuasive Campaign

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

How to Create Ads that Sell with Little Effort

One of the main problems people find with marketing, is... Read More

Top 9 Reasons To Advertise

Advertising is not for every company. But some require it... Read More

What To Do With Your Business Cards

Without a plan to distribute your cards, there's no need... Read More

Marketing Tips For Small Business ? Advertising That Works, Part I

Have you ever seen an ad on television that was... Read More

The Importance of Your Business Card

What are you trying to say with you business card?We... Read More

Successful Print Advertising Designs

Do you often see print advertisements outdoors, as much as... Read More

Crazy Ads? Maybe Youre Just Out of The Demo!

My father called me to complain, again. He's 82 and... Read More

Moving Message Board

Moving message boards are used in the areas where continuous... Read More

5 Reasons Why Headlines Are Crucial To Your Website?s Success

Without a powerful headline, your message stands little chance of... Read More