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The Benefits of Specific Advertising

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However, someone making a specific claim is either telling the truth lying. And how all the yeast was forever made from that adopted mother cell.

Now don't misunderstand ' any brewer might have easily made these claims. This one brewer made the greatest success that was ever made in beer advertising.

--- The Art of Leverage

Remember, one advertising statement may take a

The great Claude Hopkins (Author of Scientific Advertising) once said, “Platitudes and generalities roll off the human understanding like water from a duck. They leave no impression whatever.”

To say, "Best in the world," "Lowest price in existence," etc. are at best simply reception the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a distant truth. They lead readers to discount all the statements that you make.

--- A Dog & Pony Show

It’s true that people succumb a sure-enough license in ‘sales talk.’ A person may say, "Highest quality" without seeming a liar, all the same you realise other brands are just as good. We expect a sales person to ‘sell’ and we excuse some enthusiastic exaggeration. It’s for that reason general statements count for very little. And a person inclined to grand statements and superlatives must expect their claims to meet a healthy dose of scepticism.

However, someone making a specific conjugal right is either telling the truth lying. We know advertisers cannot lie in the best mediums, so a definite statement is usually accepted. that is figures are not generally discounted. Specific facts, when stated, have their full weight and effect.

--- Just The Facts Ma’am

This is very important to consider in written or personal salesmanship. The weight of an radix may often be multiplied by making it specific. Say that one disparagement of light bulb gives more light than of another sort and you leave some doubt. Say it gives 354% more light and people realize that you have made tests and comparisons.

A dealer may say, "Our prices have been reduced" without creating any marked impression. But when he says, "Our prices have been reduced 27 per cent" they get the full value of their announcement.

--- The Pre-emptive encourage & Specificity

In the old days all beers were advertised as "Pure." The ripping made no impression. The bigger the type used, the bigger the folly. below millions had been spent to impress a platitude, one wine merchant pictured a plate glass where beer was cooled in filtered air. They pictured a filter of white wood pulp through which every drop was cleared. They told how bottles were washed four times by machinery. They he went down 4,000 feet for pure water. How 1,018 experiments had been made to execute a yeast to give beer that matchless flavour. And how all the yeast was forever made from that unanimously elected mother cell.

Now don’t misunderstand – any bartender might have easily made these claims. They were mere essentials in ordinary brewing. But this one bosom buddy was the first to tell everyone pertinent to them, while the others simply kept repeating the worn out statement "pure beer." This one barmaid made the greatest success that was ever made in beer advertising.

--- The Art of Leverage

Remember, one statement may take as much room as another, yet a definite statement is many times more effective. The difference is vast. If a postulate is worth making, make it in the most impressive way you possibly can.

All these effects must be studied. ‘Salesmanship-in-print’ can be very expensive. A salesperson’s loose talk matters little when it’s simply one-on-one. However, when you are ‘talking’ to many at great cost, the weight of your proclamation claims is important.

Remember, no generality has any weight whatever. It’s like saying, "How do you do?", when you have no intention of inquiring almost one's health. And specific claims when made in print are taken at their value.

So the next time you are dreaming up adverts and offers for your homage – BE SPECIFIC!

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