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Article Title:
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How To Make Your Advertising Believable (Step By Step)
Article Description:
====================
Are you frustrated by the fact so many of your competitors are
making such outlandish claims it's hard to make your product
stand out from the rest.
Additional Article Information:
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317 Words; formatted to 65 Characters per Line
Distribution Date and Time: 2006-06-21 12:00:00
Written By: Scott Bywater
Copyright: 2006
Contact Email: mailto:sbywater@copywritingthatsells.com.au
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How To Make Your Advertising Believable (Step By Step)
Copyright � 2006 Scott Bywater
Copywriting That SELLS
http://www.copywritingthatsells.com.au
Are you frustrated by the fact so many of your competitors are
making such outlandish claims it's hard to make your product
stand out from the rest.
Have you ever heard claims like:
...Best Lawnmower in the country
...Absolute Lowest Prices In Existence
...Leaves your hair cleaner than any other shampoo
Of course you have. But 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.
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Scott Bywater is well known for getting results as a
professional direct mail copywriter. And also the author of
Cash-Flow Advertising. To get access to his highly prized
complimentary copy of '7 Ways To Boost Your Turnover... No
Matter What The Economy' (valued at $29.95) and a free
subscription to his "Copywriting Selling Secrets" newsletter
where you'll discover the truth about why most ads and sales
letters don't work (And how to make yours different) scamper
over to his web site at http://www.copywritingthatsells.com.au
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