Copywriting Secret 9: Make Your Claims Real Boston MA

How can you advertise your business in a way that your potential clients will believe? Most advertisers make the mistake of making claims that no one in their right mind will ever believe... and in doing so, they are throwing away their advertising budget. Read on as Scott examines how to make your advertising more effective.

Local Companies

Zachary Shuster, LLC
(617) 262-2400
535 Boylston Street, Ste. 1103
Boston, MA

The Infinite Inkwell
617 697-7397
58 Columbus Avenue
Somerville, MA

Boston Family Life
781 913-1560
500 Revere Beach Blvrd
Revere, MA

Neuhaus Publishing
(781) 893-1044
2 Winter Street, Ste. 402
Waltham, MA

PZR Services
781 581 7131
32 Crescent Street
Swampscott, MA

New England Press Association
(617) 373-5610
Boston, MA

Lehman & Mellet Incorporated
(617) 722-0019
60 Canal St
Boston, MA

Daley Wm
(617) 542-8968
100 Boylston St
Boston, MA

Ingalls Recruitment Advertising
(617) 295-7000
1 Center Plz
Boston, MA

Partners & Simons Inc
(617) 330-9393
25 Drydock Ave Ste 148
Boston, MA

When you hear claims like:

Best Lawnmower in Australia

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.

Copyright: Copyright c 2007-2008 Scott Bywater

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 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

Article Source: thePhantomWriters Article Submission Service

Featured Local Company

Zachary Shuster, LLC

(617) 262-2400
535 Boylston Street, Ste. 1103
Boston, MA

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