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Hello {FIRSTNAME},
Welcome to all of our new subscribers!
In this week's edition of eTips, Scott Bywater, of
http://www.copywritingthatsells.com.au, will assist you in creating ads that
are more believable.
I hope you'll enjoy the publication.
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 How To Make Your Advertising
Believable
By
Scott
Bywater © 2006
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...
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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," 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.
About the Author:
| 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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