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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?
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.
Scott Bywater Copywriting That SELLS
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
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You labor long and hard trying to create the perfect advertising piece but only about 20% of your copy is going to get read. The rest will simply be scanned. After all your work, your potential customers won't even read every one of those well chosen words. Is your genius lost on them?
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Prove It! - Give Your Marketing and Advertising More Credibility
Your marketing and advertising won't be effective if your potential customers don't believe the claims you make. So how can you prove your that you can do what you say you can?
The unnecessary and extensive use of female models in advertisements is common not only in America & Europe, but also in Pakistan and rest of the world. Women are used to sell everything from cars to cigarettes. These advertisements use attractive women posing in ways. This type of advertisements initially started in the West to sell special women products, alcohol and adult entertainments. Gradually this trend spreaded to other markets & products and unfortunately it has been adopted by our market also.
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The Power of...
You certainly must know that Many Big Marketers consider COPYWRITING to be the most important skill you need to be earning online.
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1. You can get ad copy ideas by studying similar product's advertising material. Collect their sales letters, classified ads, web ads, e-mail ads, etc.
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