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The Benefits of Specific Advertising


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 claiming the expected. But superlatives of that sort are usually damaging. They suggest looseness of expression, a tendency to exaggerate, a careless truth. They lead readers to discount all the statements that you make.

--- A Dog & Pony Show

It's true that people accept a certain license in 'sales talk.' A person may say, "Highest quality" without seeming a liar, although 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 claim is either telling the truth lying. We know advertisers cannot lie in the best mediums, so a definite statement is usually accepted. Actual 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 argument may often be multiplied by making it specific. Say that one brand of light bulb gives more light than another 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 Advantage & Specificity

In the old days all beers were advertised as "Pure." The claim made no impression. The bigger the type used, the bigger the folly. After millions had been spent to impress a platitude, one brewer 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 attain a yeast to give beer that matchless flavour. 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. They were mere essentials in ordinary brewing. But this one company was the first to tell everyone about them, while the others simply kept repeating the worn out statement "pure beer." This one brewer made the greatest success that was ever made in beer advertising.

--- The Art of Leverage

Remember, one advertising statement may take as much room as another, yet a definite statement is many times more effective. The difference is vast. If a claim 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 advertising 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 about 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 business - BE SPECIFIC!

Author: http://www.JamesBurchill.com - James is a freelance writer and consultant


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Sat. October / 19 / 2019

Facebook opens search ads to all advertisers - Search Engine Land
Facebook opens search ads to all advertisers  Search Engine Land

Trump threatens to sue CNN for ‘falsely advertising as news organisation’ - South China Morning Post
Trump threatens to sue CNN for ‘falsely advertising as news organisation’  South China Morning Post

Advertising, brand management professional named Bellisario Professor - Penn State News
Advertising, brand management professional named Bellisario Professor  Penn State News

Taco Bell being sued for 'false and misleading' advertising - Fox Business
Taco Bell being sued for 'false and misleading' advertising  Fox Business

Juul agrees to stop advertising to youth in settlement with Oakland nonprofit - San Francisco Chronicle
Juul agrees to stop advertising to youth in settlement with Oakland nonprofit  San Francisco Chronicle

Vendasta Receives Top Award for Advertising Intelligence - MarTech Series
Vendasta Receives Top Award for Advertising Intelligence  MarTech Series

The Impact of Artificial Intelligence in Advertising - Customer Think
The Impact of Artificial Intelligence in Advertising  Customer Think

Amid Private Dinners and False Advertising, Facebook Comes Under Fire - Undark Magazine
Amid Private Dinners and False Advertising, Facebook Comes Under Fire  Undark Magazine

Amazon's Starting to Pull Away From Competitors in Search Advertising - Motley Fool
Amazon's Starting to Pull Away From Competitors in Search Advertising  Motley Fool

AT&T's Xandr purchases TV advertising company clypd: source - Reuters
AT&T's Xandr purchases TV advertising company clypd: source  Reuters

Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas - FOX 5 DC
Couple sues Taco Bell for deceptive advertising after being overcharged $2.18 for Chalupas  FOX 5 DC

Fox Partners With iSpot.tv To Improve Advertising Performance - Forbes
Fox Partners With iSpot.tv To Improve Advertising Performance  Forbes

San Francisco Proposition F: Campaign Advertising & Contributions - KALW
San Francisco Proposition F: Campaign Advertising & Contributions  KALW

Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up - Inc.
Google Dominated the $55 Billion Search Advertising Market for Over a Decade. Here's How Amazon Plans to Shake Things Up  Inc.

AT&T's Xandr Acquires Clypd to Boost TV Advertising Business - Yahoo Finance
AT&T's Xandr Acquires Clypd to Boost TV Advertising Business  Yahoo Finance

5 Movies That Altered Advertising and Marketing - Adweek
5 Movies That Altered Advertising and Marketing  Adweek

The Lucrative Advertising Life Of Instafamous Kids - pymnts.com
The Lucrative Advertising Life Of Instafamous Kids  pymnts.com

No Truth in Washington Post Advertising - CNSNews.com
No Truth in Washington Post Advertising  CNSNews.com

Amazon gaining on Google in search advertising market share - GeekWire
Amazon gaining on Google in search advertising market share  GeekWire

The Best Global Brands 2019 Got There By... Advertising 10/18/2019 - MediaPost Communications
The Best Global Brands 2019 Got There By... Advertising 10/18/2019  MediaPost Communications

From the Archives: Squash advertising - Los Angeles Times
From the Archives: Squash advertising  Los Angeles Times

China’s advertising industry waits to hear the winners of the Effie marketing awards - Euronews
China’s advertising industry waits to hear the winners of the Effie marketing awards  Euronews

Honest Ads Act Is False Advertising - The Wall Street Journal
Honest Ads Act Is False Advertising  The Wall Street Journal

Snap launches dynamic ads to draw more advertisers - Reuters
Snap launches dynamic ads to draw more advertisers  Reuters

Google, Apple, Amazon, and Microsoft's earbud advertising explained - Fast Company
Google, Apple, Amazon, and Microsoft's earbud advertising explained  Fast Company

Advanced Advertising on Linear TV Coming Into Focus, FreeWheel's Dave Clark - BeetTV
Advanced Advertising on Linear TV Coming Into Focus, FreeWheel's Dave Clark  BeetTV

UofM signs $6 million contract with California advertising firm over local firms - Daily Helmsman
UofM signs $6 million contract with California advertising firm over local firms  Daily Helmsman

Snap's (SNAP) New Dynamic Ads Target E-commerce Advertisers - Yahoo Finance
Snap's (SNAP) New Dynamic Ads Target E-commerce Advertisers  Yahoo Finance

Why Your Favorite Denim Brands Are Advertising Like It’s the ’90s - Glamour
Why Your Favorite Denim Brands Are Advertising Like It’s the ’90s  Glamour

Meet the Women Running LA’s Top Advertising Agencies - Adweek
Meet the Women Running LA’s Top Advertising Agencies  Adweek

Ad Giant Wins Over Disney With Big Data Pitch - The New York Times
Ad Giant Wins Over Disney With Big Data Pitch  The New York Times

Starbucks outspends pumpkin spice competitors in advertising, adds print to mix - Marketing Dive
Starbucks outspends pumpkin spice competitors in advertising, adds print to mix  Marketing Dive

Clear Channel Airports debuts digital airport advertising network - Retail Customer Experience
Clear Channel Airports debuts digital airport advertising network  Retail Customer Experience

advertising firm Weedmaps cuts 100-plus jobs in response to slow adult-use market rollouts - Marijuana Business Daily
advertising firm Weedmaps cuts 100-plus jobs in response to slow adult-use market rollouts  Marijuana Business Daily

Advertising - The Ins and Outs of Amazon Advertising (And Why You Should Try It): Timothy Seward - MarketingProfs.com
Advertising - The Ins and Outs of Amazon Advertising (And Why You Should Try It): Timothy Seward  MarketingProfs.com

Juul agrees to restrict youth advertising - The Guardian
Juul agrees to restrict youth advertising  The Guardian

Microsoft Advertising's pitch deck for sponsored products ads - Business Insider
Microsoft Advertising's pitch deck for sponsored products ads  Business Insider

Bernie Sanders wants to ban advertising during presidential primary debates - Fox News
Bernie Sanders wants to ban advertising during presidential primary debates  Fox News

A new book explores Richard Avedon's advertising legacy - AdAge.com
A new book explores Richard Avedon's advertising legacy  AdAge.com

‘Crisis of trust’: Elizabeth Warren shines new light onto Facebook’s advertising business - Digiday
‘Crisis of trust’: Elizabeth Warren shines new light onto Facebook’s advertising business  Digiday

Advertising Week 2019: It All Starts With Brand Trust - Forbes
Advertising Week 2019: It All Starts With Brand Trust  Forbes

YouTube is letting politicians reserve advertising space for 2020 election - The Verge
YouTube is letting politicians reserve advertising space for 2020 election  The Verge

Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube - CNBC
Livestreamed shootings have advertisers demanding better safety from sites like Facebook and YouTube  CNBC

Q&A: How Podcast Advertising is Changing - EContent
Q&A: How Podcast Advertising is Changing  EContent

House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents - CNBC
House panel pressures Reynolds to stop advertising Vuse e-cigarettes, pushes for documents  CNBC

River Rouge sues Detroit over billboard and bus advertising - WXYZ
River Rouge sues Detroit over billboard and bus advertising  WXYZ

5 Advertising Week Takeaways To Keep On Your Radar For 2020 - Forbes
5 Advertising Week Takeaways To Keep On Your Radar For 2020  Forbes

Rethinking and Predicting the Future of TV Advertising - Adweek
Rethinking and Predicting the Future of TV Advertising  Adweek

The power of PR in a post-advertising world - PRWeek
The power of PR in a post-advertising world  PRWeek

IBM's Rangaiah on Moving Beyond Advertising to Customer Experiences - BeetTV
IBM's Rangaiah on Moving Beyond Advertising to Customer Experiences  BeetTV

Amazon (AMZN) Q3 2019 Earnings Preview: AWS, Prime & Advertising - Yahoo Finance
Amazon (AMZN) Q3 2019 Earnings Preview: AWS, Prime & Advertising  Yahoo Finance

Twitter misused security information for advertising purposes - CNET
Twitter misused security information for advertising purposes  CNET

Surge Entertainment Center by Drew Brees advertising for workers; No open date has been announced - The Advocate
Surge Entertainment Center by Drew Brees advertising for workers; No open date has been announced  The Advocate

We Need A Truth-In-Advertising Commission — For Voters - TPM
We Need A Truth-In-Advertising Commission — For Voters  TPM

Singapore bans advertising for high-sugar beverages - BeverageDaily.com
Singapore bans advertising for high-sugar beverages  BeverageDaily.com

Amazon held its first big ad conference last week, luring about 400 people to Seattle - CNBC
Amazon held its first big ad conference last week, luring about 400 people to Seattle  CNBC

Steve Perry, newsgroup advertising manager, to retire - Sequim Gazette
Steve Perry, newsgroup advertising manager, to retire  Sequim Gazette

Pueblo City Council approves marijuana advertising changes - KOAA.com Colorado Springs and Pueblo News
Pueblo City Council approves marijuana advertising changes  KOAA.com Colorado Springs and Pueblo News

How advertising rates vary by category on Amazon - Marketing Land
How advertising rates vary by category on Amazon  Marketing Land

Tech Companies Are Destroying Democracy and the Free Press - The New York Times
Tech Companies Are Destroying Democracy and the Free Press  The New York Times

Kentucky gun range embraces 'free advertising' from ABC News mistaking its event for Syrian bombing - WDRB
Kentucky gun range embraces 'free advertising' from ABC News mistaking its event for Syrian bombing  WDRB

Massage Parlor Advertising a “Satisfying Experience” Busted For Prostitution - Spring Happenings
Massage Parlor Advertising a “Satisfying Experience” Busted For Prostitution  Spring Happenings

TM Advertising Closes Its Doors After 85 Years - Adweek
TM Advertising Closes Its Doors After 85 Years  Adweek

Indeed and expanding beyond online job advertising — Staffing quote of the week - Staffing Industry Analysts
Indeed and expanding beyond online job advertising — Staffing quote of the week  Staffing Industry Analysts

What HBO's 'Succession' can teach us about advertising - AdAge.com
What HBO's 'Succession' can teach us about advertising  AdAge.com

Alliances are Advertising Week's big trend - Axios
Alliances are Advertising Week's big trend  Axios

Snapchat Introduces a New Ad Unit for Ecommerce Advertisers - Search Engine Journal
Snapchat Introduces a New Ad Unit for Ecommerce Advertisers  Search Engine Journal

Advertising in the automotive industry: It’s a piece of cake - ITProPortal
Advertising in the automotive industry: It’s a piece of cake  ITProPortal

Advertising club reveals rebranding of Interfaith Human Services - - State College News
Advertising club reveals rebranding of Interfaith Human Services -  State College News

Oscar Mayer’s wieners are a triumph of American advertising - The Takeout
Oscar Mayer’s wieners are a triumph of American advertising  The Takeout

Disrupt: Advertising Deer-Hit Repairs | 2019-10-17 - FenderBender
Disrupt: Advertising Deer-Hit Repairs | 2019-10-17  FenderBender

ZAFUL launched the first out-of-home advertising campaign to target the Philippines Market - Yahoo Finance
ZAFUL launched the first out-of-home advertising campaign to target the Philippines Market  Yahoo Finance

Global Digital OOH Market 2019-2023 | Use of AI in OOH Advertising to Boost Growth | Technavio - Business Wire
Global Digital OOH Market 2019-2023 | Use of AI in OOH Advertising to Boost Growth | Technavio  Business Wire

Outdoor Advertising Startup Firefly Can Now Target Ads Based on Weather - Adweek
Outdoor Advertising Startup Firefly Can Now Target Ads Based on Weather  Adweek

Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising - EFF
Twitter "Unintentionally" Used Your Phone Number for Targeted Advertising  EFF

Taika Waititi's Jojo Rabbit is advertising with parody clickbait. - Slate
Taika Waititi's Jojo Rabbit is advertising with parody clickbait.  Slate

Is Extended Reality The Future Of Digital Advertising? - Forbes
Is Extended Reality The Future Of Digital Advertising?  Forbes

Facebook agrees to pay advertisers $40 million over inflated video stats - AdAge.com
Facebook agrees to pay advertisers $40 million over inflated video stats  AdAge.com

'Stealth advertising' complaint against Federer dismissed - swissinfo.ch
'Stealth advertising' complaint against Federer dismissed  swissinfo.ch

Startups’ TV Advertising Soars in New Report - Wall Street Journal
Startups’ TV Advertising Soars in New Report  Wall Street Journal

Tech Mahindra, InMobi to collaborate on video advertising solutions for mobile devices - Economic Times
Tech Mahindra, InMobi to collaborate on video advertising solutions for mobile devices  Economic Times

TikTok says it doesn't allow political advertising - CNN
TikTok says it doesn't allow political advertising  CNN

Disney's ban on Netflix advertising a sign of 'increasing competition' - Fox Business
Disney's ban on Netflix advertising a sign of 'increasing competition'  Fox Business

Congressman presses Reynolds to halt advertising of Vuse e-cigarette - Winston-Salem Journal
Congressman presses Reynolds to halt advertising of Vuse e-cigarette  Winston-Salem Journal

New connected TV study debunks 3 common myths about political advertising - AdAge.com
New connected TV study debunks 3 common myths about political advertising  AdAge.com

How blockchain will impact digital signage advertising - Digital Signage Today
How blockchain will impact digital signage advertising  Digital Signage Today

Facebook Ads in Search Results Rolling Out to More Advertisers - Search Engine Journal
Facebook Ads in Search Results Rolling Out to More Advertisers  Search Engine Journal

New way of advertising newer variety of apples - FreshPlaza.com
New way of advertising newer variety of apples  FreshPlaza.com

Snapchat Must Hit More Angles with Advertisers - The Wall Street Journal
Snapchat Must Hit More Angles with Advertisers  The Wall Street Journal

LinkedIn Introduces Enhanced Targeting Tools for Advertisers - Search Engine Journal
LinkedIn Introduces Enhanced Targeting Tools for Advertisers  Search Engine Journal

House subcommittee asks e-cigarette companies to stop advertising - CNBC
House subcommittee asks e-cigarette companies to stop advertising  CNBC

OTT Advertising: Why The Industry Needs More Transparency - AdExchanger
OTT Advertising: Why The Industry Needs More Transparency  AdExchanger

Cracking the code on podcast advertising for customer acquisition - TechCrunch
Cracking the code on podcast advertising for customer acquisition  TechCrunch

Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say. - The New York Times
Joe Biden’s Digital Ads Are Disappearing. Not a Good Sign, Strategists Say.  The New York Times

Disney Bars Netflix TV Ads in Battle for Streaming Supremacy - The New York Times
Disney Bars Netflix TV Ads in Battle for Streaming Supremacy  The New York Times

U.S. seeks advertising, sales data on e-cigarette companies - Reuters
U.S. seeks advertising, sales data on e-cigarette companies  Reuters

Retailer buys controversial Trump-themed billboard in Times Square - mySA
Retailer buys controversial Trump-themed billboard in Times Square  mySA

How the Ban on Medical Advertising Hurt Women Doctors - JSTOR Daily
How the Ban on Medical Advertising Hurt Women Doctors  JSTOR Daily

Advertisers are pushing the limits of how they make money from agencies - Digiday
Advertisers are pushing the limits of how they make money from agencies  Digiday

Juul halts advertising in United States, replaces CEO - The Verge
Juul halts advertising in United States, replaces CEO  The Verge

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