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.


More Resources

3 Things Every Yellow Pages Advertiser Needs to Know
Too many business owners and marketers know that Yellow Pages advertising has an incredible amount of potential? but they don't quite know how to take advantage of it.Fortunately, it's a mystery that's solved pretty easily once an advertiser knows where to turn for advice.
Advertising Primer for Fast Learners
Advertising, when done well is a very effective way to increase your customer base and ultimately grow your bottom line.Many businesses have no idea how to advertise; they do a little bit here and a little bit there and end up saying that advertising doesn't work.
Never Be Caught Cardless Again: Five Tips to Help You Remember Business Cards
Sorry, I Don't Seem to Have a Business Card With Me..
Can I Write and Print My Own Business Brochures and Business Cards?
If you have a computer and a printer, preferably one that can print in color, then you can make your own brochures and business cards that are very professional-looking! Be sure to use good quality paper (that is available at any office supplies store like Office Depot or Staples) for anything that you are going to hand out or send to potential customers and clients.Writing Text for Your Brochure and Business CardThe very best thing to do is to get a few examples of business brochures and business cards, preferably from the same type of business as the business you are starting.
Just What Are Consumers Thinking?
Research would indicate that consumers don't know what they're thinking. According to an article written by Jack Shimell (2002) for Quirk's Marketing Research Review, Consumers make their decisions and react to advertising based more on unconscious emotional processes than on conscious rational processes.
5 Newspaper Advertising Myths Revealed
What I'm about to reveal are myths that most people thinkare 'true.'They seem set in stone yet they are deadly to theadvertiser.
When Times Get Tough... or When to Really Advertise
The Pundits say the economy is slowly, but surely, recovering. Maybe not at the rate of the mid-90s stock boom, but recovering nonetheless.
Finding Your Target Market
Achieving sales is probably the biggest challenge a web business owner has. It requiresa balanced mix of the right products, competitive pricing, optimal web design, aggressive advertising and attracting the right online visitors.
6 Ways To Get More Sales From Your Advertisement
To bring great sales success, a great advertising technique is not the only parameter. You must know what it is that your customers are actually buying.
10 Reasons Why Your Company Needs Custom Invitations
I am always amazed when I hear about companies who spend tens of thousands of dollars organizing a make-it-or-break-it company event designed to celebrate a company milestone and/or impress prospective customers. Sometimes these events have big contracts or sales at stake! Yet, often planners will fall short on the most critical aspect of planning the event-the invitations! After all, before a client steps foot into your venue, or even confirms attendance, the invitation sets the tone and leaves the first and most important (and lasting!) impression!Have a look at this compelling list of "10 Reasons Why Your Company Needs Custom Invitations".
How Can All the Radio Stations Be #1?
Are you confused by all the information you receive from various radio stations? Do they all tell you they are #1 and you don't know who to believe? Most of them probably are #1 so believe it or not, they aren't lying to you. The question is, "What are they #1 in and is it a group of ears you want to reach?"Quite often a radio "Account Manager" or "Account Executive" which are pseudonyms for radio sales person, receives a call from someone who states they are gathering information for someone else, the real decision maker, someone who is looking at radio as a possible advertising medium.
What Do Your Ads Say?
Make a list of everything you think should beincluded at one time or another, in one of yourad, be it radio, newspaper or Little Jimmie'sclass play program.Everything.
How To Write Really Good Ads
All sales begin with some form of advertising. To build sales,this advertising must be seen or heard by potential buyers, andcause them to react to the advertising in some way.
15 Tips for Better Yellow Page Ads
Yellow Pages advertising is one of the mostpopular forms of advertising in the country today.Almost every home in America (96.
How To Create Instantly Compelling Ads Every Time
Use This Quick 3-Question Evaluation Process, So You Can Be Sure Your Message Will Sell!EVALUATION #1: "Well, I Would Hope So!" When you make a claim, don't think about it in terms of words coming out of your mouth. Think of it in terms of words entering your prospects ears.
Tips for Using Paid Advertising
Quite a few business out there can't survive without some type of advertising and/or brand recognition, so advertising your business is one of the most important aspects in running certain types of business. It's also one of the most frequently asked questions for "how to".
CD Business Cards- Why Use Them?
CD Business cards are the electronic version of the now outdated paper business or social card. They are the smaller squared version of the CD-R family.
Choosing a Print Mail Dealer
"Print & Mail is a type of service that is popular among small mail order operators. It is an inexpensive way to get your ad material printed and mailed to people.
Joint Ventures Increase Profits Quickly
A joint venture is when two or more businesses jointogether to work on a project for a set period of time.Doing joint ventures with other businesses can increaseyour chances of beating your competition, increase yoursales and increase your profits quickly.
Top 9 Reasons To Advertise
Advertising is not for every company. But some require it because their market is big and constantly changing and evolving.

More Advertising Information:

Related Articles

Online vs. Offline Advertising
Let's face it. Email marketing and publishing have becamevery popular tool for promoting your business, especially in theUSA.
Testing Headlines
A correspondent to AdBriefing, my monthly newsletter, has posed a very sticky question. How, she asks, can you tell whether a headline you have written is a good one?or not? What she means by this, I imagine, is whether the headline will actually help to make sales, rather than just act as a passing amusement to its readers.
Driving Customers to You - Your Car as a Marketing Vehicle
You can turn your vehicle into a rolling advertisement. Costs start at just a few dollars, and you can put your business name, slogan, phone number and web site URL in front of thousands of potential customers while you are driving along the freeway, stuck in traffic or even while you are parked.
How To Make Your Resource Box Sell
Ezine Articles - they're everywhere!And little wonder. They're one of the fastestways of building traffic to your website.
Mobile Detailers; Customer Window Displays
Mobile detailers have all types of customers, many of whom are self-employed. We know that these customers love their automobiles as most Americans and therefore love the services we provide.
The Only Bad Advertising Is No Advertising - Or Is It?
Depending on whom you ask, you will get told many "truths" about advertising. The question I have for you today is this - "Is the only bad advertising, no advertising?"Before we begin, it might help us to agree on what advertising is, so here's one definition:"Advertising is the non-personal communication of an individual's paid persuasive information regarding products, and or services via various media.
Media Savvy - Media Skills For Rural Women
The ability to lead, persuade and influence are integral skills for effective leaders. The capability of telling a story that inspires, motivates and informs is an essential part of this process.
The Not-So-Hidden Persuaders: The Power of The Media Upon Us All
In 1957, a perspicacious young journalist from Pennsylvania named Vance Packard wrote a book called The Hidden Persuaders. It was meant to explain to the public at large why they buy the products they do and to warn them about the psychological aspects of consumer appeal that lie beneath the levels of consciousness.
Is Advertising Art?
Oh Grand and Glorious Southern Guru, I am perplexed. What ails thee, my peabrained little grasshopper? My sleep has been short, my walls have been climbed, my hair has been pulled.
10 Reasons Why Your Company Needs Custom Invitations
I am always amazed when I hear about companies who spend tens of thousands of dollars organizing a make-it-or-break-it company event designed to celebrate a company milestone and/or impress prospective customers. Sometimes these events have big contracts or sales at stake! Yet, often planners will fall short on the most critical aspect of planning the event-the invitations! After all, before a client steps foot into your venue, or even confirms attendance, the invitation sets the tone and leaves the first and most important (and lasting!) impression!Have a look at this compelling list of "10 Reasons Why Your Company Needs Custom Invitations".
How To Track Your Advertising Like A Hawk
Tired of pouring endless money into advertising? Do you wonder which ads are "REALLY" working for the business you manage? Would you like a bullet-proof system for capturing the results from your advertising and marketing? Below are three concepts that will enable you to track your advertising and marketing like a hawk! Really, it's that simple!Developing a tracking system: As a business owner/executive/manager, you need an efficient way to record and evaluate the results from your advertising and marketing programs. To get started, you will need a "prospect card" which includes a list of ALL the places you advertise and market your company.
Pros and Cons of Establishing an In-House Ad Agency
There have been several ads promoting books and reports on thissubject, or included as part of the contents in several mailorder books stating: "SAVE UP TO 17% ON ALL YOUR ADVERTISING" It's legitimate, practical and effective, but like so many otherpromises, there are pros and cons involved. The pros are fairlyobvious.
10 Tips For Writing A Profit Producing Ad
1. You can get ad copy ideas by studying similar product's advertising material.
The Ultimate, "Must-Have" Home-Based Business for YOU
The Ultimate, "Must-Have" Home-Based Business for YOU aUnderemployed, Unemployed, or Industrial Age IndividualAllow me to educate you on the issue of job security andpaint you a picture of what the aftermath can be if youremain comfortable at your regular job. Job security is anold-fashioned term that claims the longer an employeeworked for a particular company, the more precious thatperson became.
The Skinny on Billboards
Several years back the billboard people put a bigpicture of "Sharlene Wells, Miss America" onbillboards all over town. She was everywhere.
Forgot The Ad Budget? Dont Panic!
Bob is excited about his new business. He secured funding.
Your Eye Catching Publicity Flyer
Your website is done, your business cards have been delivered, and your brochure has received accolades. In the promoting department you have everything you need, right? Well, there is one item you lack and by having this item in your arsenal it can be a dealmaker for you.
7 Questions to Ask Before You Advertise
Most business owners and managers keep a fairly close eye on their marketing budgets.And nothing throws a budget out of whack faster than advertising.
Moving message Sign
Moving Message Signs are a unique, attention-grabbing way to communicate and motivate. They are used for eye-catching shop-front or under awning advertising, promotions of products or services, directing and/or welcoming customers, displaying safety and emergency information, directing customers to specific service areas or entrances etc.
Create Your Own Business Cards, Part 1
In this lesson, we will create a business card, using Microsoft Word. I created a new template for my business card.