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Copywriting Secret 9: Make Your Claims Real Montana

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

Lindsay & Associates
(406) 752-2488
580 N Meridian Rd
Kalispell, MT
Creative Image Design
(406) 582-1145
Bozeman, MT
Bitterroot Marketing Inc
(406) 777-2685
501 Main St
Stevensville, MT
Lonner Martha
(406) 587-3583
3602 Good Medicine Way
Bozeman, MT
Cooper Creative Advertising
(406) 698-7144
Billings, MT
Bright Ideas Advertising
(406) 265-4876
Havre, MT
K O A Inc
(406) 248-7444
550 N 31st St
Billings, MT
Success Communications
(406) 582-5859
448 E Main St Ste 2A
Bozeman, MT
Massive Studios
(406) 585-4608
40 E Main St
Bozeman, MT
Right Angle Communications
(406) 587-8719
1871 S 22nd Ave Ste 1
Bozeman, MT

Copywriting Secret 9: Make Your Claims Real

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 © 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


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