How to Make Your Claims Believable > NetSparsh - Viral Content you Love & Share

Home
>
Advertising
>
How to Make Your Claims Believable

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:

Forbes
Advertising Week President Mari Kim Novak Aims To Advance The Industry On A Global Stage
Forbes
Mari Kim Novak this week kicks off her first Advertising Week as president of the organization, a position she assumed in May. For the uninitiated, Stillwell Partners-owned Advertising Week is a week-long series of panels, interviews, networking, ...

Business Insider
The digital ad industry is officially out of ideas
Business Insider
Now, as the ad industry looks to converge this week in New York for Advertising Week, it seems perhaps fair to ask, "Hey Marc, where've you been?" After all, the digital ad world has hardly lacked for committees and councils and initiatives aimed at ...

and more »

Adweek
18 Bullish Stats About the State of US Advertising
Adweek
With so much existential debate around the future of agencies, the impact of automation and prophecies about the end of advertising as we know it, one can be forgiven for feeling that the industry is in a dark place. And, to be sure, there are quite a ...
Google Introduces News Tools for YouTube Video AdvertiserseWeek
YouTube steps up competition with TV as Google launches new advertising toolsMuMbrella

all 35 news articles »

AdAge.com
Live Blog: Advertising Week, Day One | Special: Advertising Week ...
AdAge.com
It's Advertising Week, and you know what that means: All week, you'll get to hear pitches for "the first-of-its-kind augmented reality influencer marketing ...
At Advertising Week, Anxiety Lurks Among the Agencies - WSJWall Street Journal (subscription)

all 3 news articles »

Why Amazon is set to change advertising as we know it
Digiday
When it comes to threats to advertising, Martin Sorrell is a keen student. He quickly identified Google as a frenemy during its rise. And now, it's Amazon that's keeping him up at night. The reason: Amazon boasts a gigantic pool of data, not just likes ...

HuffPost
Here, There, Everywhere: Why Cross-Screen Addressable Advertising Is Now
HuffPost
Addressable TV advertising, once considered a pipe dream, has evolved into a mainstay in many advertisers' marketing plans. The addressable TV ad market is expected to become a $3 billion industry by 2019.[1] Why? Because it's targeted, data-driven ...

Gainesville Sun
Sun names new advertising director
Gainesville Sun
Sharon Friedes, former advertising director at the Albuquerque Journal and Beaumont Enterprise, has been named to the same position at The Gainesville Sun. Sun Publisher Jim Doughton said Monday the newspaper is pleased to have a forward thinking ...

Breaking News: Advertising Pronounced Dead June 12, 2023
MediaPost Communications
What we all know as advertising — intrusive, interruptive moments in our everyday lives — will give way to new forms of engagement that provide a value exchange with consumers. We'll still want to learn about goods and services and experiences, and ...

AdAge.com
Advertising Week Briefing: Trust takes a front-row seat - Digiday
Digiday
This is the first installment of Digiday's daily Advertising Week Briefing, our essential guide to key highlights, what we're overhearing, previews of the day ahead ...
Counting Down to (the End of) Advertising Week | Special ...AdAge.com

all 3 news articles »

Adweek
The American Heart Association Just Named Its First Global Advertising Agency of Record
Adweek
The legacy nonprofit organization founded in New York in 1924 selected CP+B Boulder as its first global advertising agency of record and Edelman as its global public relations agency of record. Both agencies will be tasked with working to “reimagine ...

Google News

How to Make Your Claims Believable

Advertising Advertising